‘Teams that shape culture’: How Elf Beauty built its ‘disruptive marketing engine’
Chief brand officer Laurie Lam credits the marketing team with helping drive 24 consecutive quarters of sales growth and market share gains.
By Molly Innes
Elf Beauty is one of the world’s fastest growing beauty brands. The US firm has achieved 24 consecutive quarters of net sales and market share gains, meaning non-stop growth since 2019.
A catalyst for this growth was the decision made by CEO Tarang Amin in 2019 to grow Elf Beauty’s marketing capabilities, says chief brand officer Laurie Lam.
“Six years ago, our CEO actually understood the importance of a meaningful investment in marketing and what that allowed us to do is he enabled our CMO to then go and recruit, and build an all-star team to deliver marketing ROI multiples that have been above the industry benchmarks,” she explains.
