[13:15] Creativity Under Pressure and Humour in Advertising — Speed and creativity define e.l.f.’s marketing engine. Laurie highlights bold campaigns like One-Trick Pony and the Liquid Death x e.l.f. Collaboration, examples of how humour in advertising drives recall and connection. Whether creating a talking horse or redefining “Get Ready with Me” through corpse-paint tutorials, e.l.f. proves that emotional resonance beats convention.
[16:33] HPT: The Culture of High-Performance Teamwork — Behind e.l.f.’s creative rhythm lies its internal philosophy of HPT – High-Performance Teamwork. Built on healthy conflict, trust, and shared accountability, HPT enables teams to move fast without bureaucracy. Laurie describes it as a culture where feedback fuels growth and relationships drive results, the heartbeat of a creative, high-performing organisation.
[18:15] Purpose Beyond Profit: Inclusion as Action — Purpose at e.l.f. translates into tangible change. Laurie details initiatives like the So Many Dicks campaign, which pushes for greater diversity in boardrooms by partnering with organisations such as Fifty Fifty Women on Boards and the Latino Corporate Directors Association. The goal: double the number of women and people of colour on corporate boards by 2027.
[20:55] Lessons for Future Leaders — Laurie encourages young marketers to let their journey be fluid and curiosity-driven. Setbacks, she says, are not failures but redirections that sharpen perspective. Her personal mantra, “Blessed are the curious, for they shall have adventures,” captures her belief that sustained curiosity is the most powerful growth engine of all.
