EP331 - E.L.F. Beauty CDO, Ekta Chopra
Welcome to a special live edition of the Jason & Scot Show!
In this episode, recorded live from Groceryshop in sunny Las Vegas on September 30, 2025, hosts Jason Goldberg and Scott Wingo celebrate the return of in-person podcasting after three years, reminiscing about their origins in the live podcasting scene and the upcoming 10-year anniversary of the show. Together, they welcome special guest Ekta Chopra, the Chief Digital and Innovation Officer of Elf Beauty, who shares insights into the fast-changing landscape of beauty and eCommerce.
Ekta discusses her journey to Elf Beauty, a brand that has consistently emerged as a bold disruptor in the cosmetics industry. She explains how Elf was innovative from the start, selling $1 cosmetics online at a time when digital platforms were still developing. She proudly notes how the brand has evolved from its original direct-to-consumer model to a successful omnichannel powerhouse with a portfolio that now includes elf Cosmetics, elf Skin, and collaborations with other beauty brands.
The discussion naturally transitions into the role of AI in eCommerce and how Elf is leveraging AI tools to revolutionize customer engagement and product development. Ekta emphasizes the importance of being where their community is by adopting new platforms such as TikTok, where Elf has successfully engaged consumers through authentic connections with content creators. The episode also dives into how the brand is navigating the evolving landscape shaped by AI, including enhancing search capabilities and content strategy to stay relevant and connected with younger consumers.
As the conversation progresses, the hosts discuss the importance of data and customer-centric strategies in the age of AI. Ekta shares the significance of the Elf loyalty program in creating a seamless customer experience and maintaining relationships wi
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