The WARC Podcast The Effective CMO: e.l.f Beauty's Kory Marchisotto
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Jul 17, 2025 Kory Marchisotto, the Chief Marketing Officer at e.l.f. Beauty, opens up about the brand's impressive 24 quarters of continuous sales growth. She discusses the critical role marketing plays in this success, emphasizing community engagement and inclusivity. Marchisotto highlights innovative strategies, such as leveraging social media for product feedback and partnering with cultural events. She also dives into the importance of collaboration between CMOs and CFOs to drive marketing investments, showcasing how authentic diversity fuels brand identity and loyalty.
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Marketing Effectiveness and Community
- The core measure of marketing effectiveness is meaningful engagement with the community.
- e.l.f Beauty's 25 consecutive quarters of sales and market share growth prove this approach's success.
Get CFO Buy-In for Marketing
- Speak the CFO's language by framing marketing as an investment, not a cost.
- Test increasing marketing spend incrementally to demonstrate ROI and gain executive buy-in.
Halo Glow Lip Gloss Story
- Fans on TikTok filled their Halo Glow bottles with lip gloss, creating custom mixes.
- In response, e.l.f launched a DIY kit replicating the community's innovation within a week.