- She Runs It

By She Runs It

Beauty and the Beast: Reinventing a Beauty Brand with Ekta Chopra, Chief Digital Officer. e.l.f. Beauty – August 5,2021

Ekta Chopra already had her work cut out for her in 2019 when e.l.f. Beauty decided to pull out of brick-and-mortar stores and go all digital. She was activating a complete digital transformation when the pandemic put an end to foot traffic and closed the doors on retail stores across the world. The fortuitous transformation turned what would have been a difficult year into one that saw triple digit growth in 2020. Listen to learn how Ekta used TikTok as a marketing tool, and how this tenacious C-Suiter used curiosity, empathy and determination to strangle the Covid beast and propel e.l.f. to be the second most preferred brand for GenZ.