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Marketing is a wild ride. From coed reporter turned broadcast intern, to climbing the corporate PR ladder only to find talking with consumers, not at them, is what really makes her tick, Seton found her “tribe” when she co-founded the Frank About Women social influence practice in 2008.

Jimmy Fallon, Jane Goodall and her schnauzer mix, Lily, would be her ideal copilots when she checks cross-country road trip off her bucket list.

She always keeps things personal by making sure she knows her clients’ products inside and out, which isn’t too hard when it means stocking her drawers with Hanes, lacing up her New Balances and talking financial planning with fellow millennials. But she has also worked on a farm, become an expert in prom apparel for teenage boys and explored her scrapbooking alter ego, all in the name of brand immersion.

Theme parties are her jam: From denim discos to “friendsgivings,” she can make any day a reason to celebrate — appropriate attire required, of course.

The shifting gender dynamic is one of the most intriguing subplots of the 21st century. Marry the powerful female voice that has fueled social influence for decades with her increasing spending power and the plot thickens. There is nothing Seton enjoys more than helping connect brands with today’s most powerful consumer.