Harbert College of Business alumna Tara Wilson (finance ’97), founder and CEO of the award-winning Tara Wilson Agency, is speaking at two Auburn Spring 2025 commencement ceremonies.

Wilson is a prominent business leader known for developing innovative marketing and branding strategies through imaginative, immersive and transformative consumer experiences, particularly across the sportswear and beauty industries.

Since its inception in 2015, the agency has worked with corporations such as Nike, Samsung, Lou & Grey and ESPN to redefine brand engagement. Wilson’s agency was recognized on the Inc. 5000 list as one of the fastest-growing privately held companies in the United States, and it will be featured again in the fall of 2025, marking its third appearance on the list.

A celebrated entrepreneur known for her business acumen, including brand strategy and corporate event management, Wilson was named Entrepreneur of the Year by the Harbert College of Business in 2018. The following year, she launched Fierce Lab, a podcast and conference series for women focused on career development, risk-taking, mental health and financial empowerment. Wilson successfully led the development and launch of the Fierce Lab app in December 2021, providing women with on-demand content designed to help them achieve their greatest potential.

She is also a highly sought-after industry expert and has been featured on numerous national and local media outlets, including NBC’s The Today Show, Entrepreneur.com, Event Marketer, BizBash and Fox Business.

Update added May 15, 2025

Wilson delivered remarks during the combined ceremony for the Colleges of Architecture, Design and Construction, Forestry, Wildlife and Environment, Human Sciences and Nursing at 1 p.m. on May 10, and at the Harbert College of Business Ceremony at 6 p.m.

Offering words of wisdom and encouragement, Wilson urged graduates to view setbacks not as failures, but as defining moments and opportunities to be daring.

“When you’re just starting out, you’ll encounter all sorts of new experiences – some you aren’t even anticipating,” Wilson said. “You might face temporary setbacks or disappointments. You may be required to do work you think is beneath you or that you just don’t enjoy. That’s okay. Do it anyway. Nothing is wasted. You’ll learn from all experiences. As the Auburn Creed says, ‘I believe in work, hard work.”

The 2025 commencement ceremonies were the largest in the Auburn’s history. Presided over by President Christopher B. Roberts, the university awarded 5,368 total degrees, including more than 4,200 undergraduates who earned bachelor’s degrees.