Transforming to a Direct-to-Consumer Organization with e.l.f. Beauty

Drastic shifts in consumer needs, behaviors, and preferences have upended business models across all industries.

eMarketer predicted that direct-to-consumer (D2C) sales would rise 24.3% last year from 2019 and continue to grow as brands realize the benefits, hence why e.l.f. Beauty is one of many companies leaning into a consumer-first approach.

Yet, despite the curveball of the pandemic on the cosmetics industry, e.l.f. Beauty has come out strong and continues to boom in the midst of its shift to a D2C model, all while focused on leveraging its customer data platform (CDP) to create a single view of the customer.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring ActionIQ’s Tamara Gruzbarg, head of customer insights, and e.l.f. Beauty’s Brigitte Barron, director of global CRM and customer growth. They will discuss how e.l.f. Beauty is driving its D2C transformation and expanding customer loyalty.

Join this webinar and learn:

What led e.l.f. Beauty to shift toward D2C, and how people, processes, and tech played a role

How customer data and CDPs play a critical role in driving customer loyalty

Key insights into how e.l.f. Beauty integrated technology across multiple business units to drive impact

Plus! Ask questions, and interact with your eMarketer community of marketing peers

Live Date: June 23, 2021
Time: 2pm ET


Tamara Gruzbarg Tamara Gruzbarg is head of customer insights at ActionIQ. Tamara is an expert analytics executive who has led data initiatives across multiple industries including digital, publishing, finance, research, consulting, and retail. As head of customer insights, she works with clients to realize the value of the insights that live in their data and the power of ActionIQ to make data-driven marketing a reality. Tamara joined ActionIQ after having been a client of the platform herself at multiple organizations.
Brigitte Barron Brigitte Barron is director of global CRM and customer growth at e.l.f. Beauty. Brigitte is a digital marketer based in New York with a background in driving success through omnichannel CRM activations, building and scaling loyalty programs, and unlocking insights in customer data. In her current role, she is responsible for global CRM and loyalty program strategy for e.l.f. cosmetics, W3LL PEOPLE, and Keys Soulcare.


Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.

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