My role at e.l.f. is really
to create digital happiness.
My mom, when I tell her what I do,
you know, it's--I have to, like,
really bring it down for her.
This is what it sounds like.
Mom, how would you explain
to your friends
how I do my job?
Oh, she does Internet sales
and security.
So you know what security is, Mom?
Security guard, nobody comes inside.
Exactly.
Yay!
I'm Emmanuel Acho,
your host for "Simply Put,"
where we take complex business challenges
and give them solutions that are...
uh, simply put.
Here's my guarantee:
no jargon, no buzzwords.
You need steps to digital success,
not homework.
I'm gonna get you clear advice
in words people actually use.
So if you hear...
"Monitor real-time consumer insights
and leverage your first- and third-party data
across multi-channel marketing journeys."
We'll jump in and translate it
into accessible phrases like,
"Simply put, emojis matter."
This season, we're getting to know
the team behind e.l.f. Beauty.
You just met Ekta Chopra...
and her mother.
Ekta's the Chief Digital Officer
at e.l.f., which makes her
the most qualified person to speak
about what digital happiness
actually looks like.
Plus, Bruce Kotrys,
a product marketer at Salesforce,
will unpack Ekta's tips
for digital success.
Let's get going.
I'm living my dream right now.
e.l.f. is for every eye, lip,
face, and paw.
We're the number two Gen Z favorite brand.
We're the number seven
marketer of the year.
But we don't want to just
feel good about this year.
Now it's about,
how do we sharpen our swords
to get ready for years to come?
We really are a brand
that's a digital native.
Two years ago, we made the decision
to shut down our stores
and take that investment
and fully invest it 100% in digital.
The biggest pain point
that we're experiencing
across the full ecosystem
is that our consumer behavior is changing
every single day.
I would say that the pandemic has been
one of those things, obviously,
nobody expected.
But in many ways, it has brought us
really close to our community.
We couldn't do what we do
without Salesforce.
90% of our ecosystem
is powered by Salesforce.
The one thing that I care about the most
is the first touch point,
the first time they're gonna be
introduced to your brand,
and first impressions
are the last impressions.
With Customer 360, we've been able
to ensure all our digital touch points
are telling a consistent story
across the full digital ecosystem.
Salesforce Digital 360
is essential for e.l.f. Beauty.
Without that, we could not serve
our consumer in a meaningful way.
Digital is also about
the organizational culture.
We don't dwell over stuff.
If we know it's a pain point
for our consumer,
we're gonna go and solve for it.
So my challenge to everyone who's thinking
about digital transformation is,
get ready to take some risks.
You're gonna be moving
at a lot different pace
than you ever did before.
Taking risks?
That sounds risky.
But don't worry.
Ekta's got three pro tips
to help anyone move at e.l.f. speed.
Salesforce's Bruce Kotrys will jump in
to add more context.
Simply put, these are my top three tips
for digital success.
Number one, unify data
to drive business forward.
With all your data consolidated,
every interaction
from the first touch point on
will feel personalized and connected.
We'll talk more about how to make
this happen in episode two this season.
Number two, invest
in a future-proof ecommerce platform.
I like how you think, Ekta,
always focused on the future.
The right platform
will serve you in years to come,
and it won't slow you down
when your company expands
to new markets or product lines.
More on this in episode three.
Number three,
keep customers at the center.
This is what it's all about.
As a customer, I can feel when a brand
has my best interest at heart.
e.l.f. is great at this,
and you'll dive deep into their tactics
in part four of our series.
Stay tuned.
Feeling inspired?
Just wait till you see what's ahead.
Ekta, why don't you tell us
who we're gonna meet this season?
In this season of "Simply Put,"
you will see the most extraordinary women
from e.l.f. Beauty.
Kory Marchisotto, our CMO,
she is a lightning bolt.
Insights don't mean anything
unless you actually turn them into action.
Molly Dufner, VP of Ecommerce
and Consumer Experience,
she's amazing.
She's a data geek, so give her--
data is like candy for her.
Data allows us to invest in our future
because data allows us
to more accurately forecast
what the future's going to look like.
Gayitri Budhraja,
VP of Brand for e.l.f. Beauty.
She can synthesize any big problem for you
in the simplest way possible.
It is no longer enough to just have
a good product or a good service.
Consumers expect brands
to stand for something.
I'm Ekta Chopra,
Chief Digital Officer for e.l.f. Beauty,
and this is "Simply Put."
All that and more
on this season of "Simply Put."
Click on the next video,
and we'll keep it going.