Moving at e.l.f. Speed with Ekta Chopra, Chief Digital Officer at e.l.f. Beauty

Does it ever feel like you're a marketing professional just speaking into the void? But with LinkedIn ads, you can know you're reaching the right decision makers. A network of 130 million of them. In fact, you can even target buyers by job title, industry, company seniority, skills and did I say job title? See how you can avoid the void and reach the right buyers with LinkedIn ads. Spend $250 on your first campaign and get a free $250 credit for the next one. Get started@LinkedIn.com Campaign terms and conditions apply.

Finding the right audience shouldn't feel like doom scrolling with Experian. It doesn't. Experian syndicated audiences help you reach holiday shoppers, car buyers and more across over 200 top platforms. With over 2,400 pre built audiences, there's no more doom scrolling. It's audience targeting you can trust Made simple. Learn more@experian.com Adweek that's exp e r I a n.com Adweek.

That'S what I love about our culture is we're a culture of really not just sitting there and being okay with the mediocre. We challenge ourselves. Our community is very, very engaged. They're very authentic. They tell us when they don't like something. So listen to your community. Be at these new frontiers. Really keep your head in the stars, right Listening to your community and moving at things with Elf Space.

To thrive in a rapidly evolving landscape, brands must move in an ever increasing pace. I'm Matt Britton, Founder and CEO of Suzy. Join me and key industry leaders as we dive deep into the shifting consumer trends within their industry, why it matters now, and how you can keep up. Welcome to the Speed of Culture. We're back with our next episode of season two of the Speed of Culture podcast. I'm thrilled today to be joined here in Las Vegas for CES with a special guest, Ekta Chopra. She is the Chief Digital Officer at Elf Beauty. Thanks so much for joining.

Thank you for having me. I'm so excited. And what an exciting day today.

Great to be here. It's a very inspiring venue to talk about the future of digital and innovation and all the great things going on with Elf Beauty. I'd love to first start learning a little bit about your background and the road that you took to lead you to where you are today.

Yeah, so my career started in aerospace pretty much, and then from there on I joined the private equity, which I think gave me so much opportunity to dive into different types of brands and companies and so forth. But I was born a technologist, but now pivoted into a digital leader. I also oversee the business aspect of all our digital commerce at ELF Beauty, as well as customer service and all things technology.

So let's talk about your time in the private equity world. So were you an analyst there and were you kind of looking at deals on behalf of the company?

I helped them every time, like a company would come to them, but I was hired as their head of technology. So I would help them actually look at other companies, whether we needed to make an investment in the company, whether their goals were to go public or can we spin off something? Is there an IP opportunity? So I was there, kind of an intruder to make sure technology was sane and it's not going to require a lot of investment, and if so, is it going to pay off?

So you were a real technology person.

Unless a lot of people who know.

How to post on Instagram tech. But that's kind of where your background is, which I think is really interesting. And, you know, I'm just curious how that that role led to you being at a beauty brand. Oh, my God. Such a. I mean, the leaps that you took from being in space to being in private equity to now being in a beauty brand is just. It's very diverse and it is fascinating. Why do they hire somebody from private equity? Usually when you talk to somebody from brand who has a prominent position in digital or marketing, they're lifelong in the beauty industry or it's tangential. They're an apparel or something of that nature. So how did you even end up there and how did you get that role?

Well, I think the CFO there got my reference from somebody because the investment group kind of knew me. And then the rest was kind of history from there. But I think when we are hiring, I think you always look for, hey, do they have this experience or that experience? I think diverse thinking is so, so important.

Yeah.

Sometimes when you're going through either a transformation or you're going through like a rapid growth spurt, you need people who are just not thinking the way you are.

Sure.

And that's when disruption really happens.

I think not every company thinks that way.

Yeah.

You know, a lot of companies are seen as saying this. They hire people that, you know, are only in their industry, and then they basically look and act like everyone else.

Exactly.

So I think the best companies are ones that pick people from different backgrounds.

Exactly.

You know, to have differentiated points of view. And that's how you really exactly ground. Right.

Exactly.

So. So you said you Were saying that you joined elf, you know, nine months before it went public. I guess maybe. So that must have been a wild ride. Let's just zoom out for a second. What is Elf Beauty for those who don't know it?

Come on, man. Everybody knows elf beauty number one gen z brand.

Okay.

Right. We've experienced 15 straight growth quarters, which is incredible. And we are a house of three brands. Basically El Cosmetics, which is our OG brand. It's been around for 18 years. So that's where sort of it all started with selling $1 makeup online. And then we have a well people, which we acquired during the pandemic year. And then we actually built a brand during a pandemic year, which is Keys Soul Care with Alicia Keys.

Oh, wow.

So we are a house of portfolio of those brands. And then we also started our ELF Skin brand, which is now our fourth brand. So it's really not. I should have house. It's not really three brands. It's actually four brands now.

And this ELF has his own. Has its own retail location.

No, we do not. So 80% of our business is distribution and 20% is direct international combination.

Gotcha. And then how much of the business is through your, I guess, brick and mortar partners versus direct to consumer online?

So 80% is distributed.

Okay, gotcha, gotcha.

So that would be.

Okay. So as chief Digital Officer, your main role, you talk about being one of the leading Gen Z brands. Is it about taking, I guess the brand equity pillars that have been created by the CMO and then making sure that you bottle them up into assets and content, you can push the consumer ultimately to drive sales. Is that the best way to describe the role?

If I look at sort of our mission, ELF we are a bold disruptor with a kind heart. And if you think about sort of bringing your consumer experience to life, I think having a empathetic lens, having a diverse lens, having a lens which is inclusive and you know, really sort of moves at speed of culture and so forth as well. I think it's really important that we sort of take into account there's the external consumer journey, there's the internal consumer journey. How are you going to make sure that behind the scenes, you know, when you're serving your consumer, everything is connected and when you're selling online or anywhere else, everything is connected. And if I think about the uniqueness at ELF, almost 80% of the organization reports into the CMO. And there's a reason for that, because if you think about from innovation all the way to the selling of this online I think all of those aspects actually go through the cmo. So it really gives you a very connected lens, which then allows us to bring these things to life in the digital ecosystem in a very consistent way.

So how much of your role is focused on the art of marketing versus science of marketing? Because given your background that you were in private equity and, you know, obviously you're a technologist by trade, are you focused much more on the data and the science behind it? And how much do you spend on the creative and the messaging?

I would say when I started it was a lot about sort of the plumbing. Right. Making sure the pipes are ready, things are going in and out, and everything is, you know.

And was a lot of that nascent when you joined?

Yeah, there was nothing that was existed, so I could build all of that. But I think I find myself to be more on the artistic side side now because, you know, if I think about TikTok, we were the first TikTok billionair in our eyes Lips Face campaign was the most viral campaign on TikTok. And one of the challenges that I gave myself then was, okay, how did it do that? How can I break the algorithm? Fast forward. It took me a year, but Now I have 20,000 followers on TikTok because I love to understand what are people creating? How are they creating it, what's working, the insights behind it. Right. So for me, I would say it's a balance. And I've had to work really hard to find that balance. The art and the science of, you know, how do you leverage that data? How do you bring it to life with the creative? And then, you know, how do you always kind of challenge yourself to go to these new frontiers? Like, be real. We were the first beauty brand there. Twitch. We were the first beauty brand there. How do you get to those places which are kind of unchartered territories, but then show up and show up not.

Only unchartered territories, but in some ways intimidating territories. I think a lot of brands, you know, when they look at a platform like B rail or even TikTok there, it's not as easy as it was obviously, to run a banner ad or even to post something like Instagram.

Exactly.

Because a lot of it's video content. There's nuances with each of these platforms.

Yeah.

Since it's so intimidating, a lot of brands just keep doing what they're doing. They don't jump into new frontiers.

Exactly.

I think with Gen Z, and I would imagine this is a lot behind the growth of ELF within the Gen Z population, they're always on the new thing and you have to be there.

Exactly. I mean, one of the things that I love is number one, I love our cmo. She's kind of crazy. She leaves, reads every single social post. Like I get, not just myself, everyone on the team, the marketing leadership probably gets tons of texts from her all the time. What are we doing, why we need to do better for the consumer and so forth. So it starts with having a leader who is just really cares about every detail about.

I couldn't agree more.

So now that bleeds into us. Now we are also sort of learning to do that we have to act as a consumer. You know, we lead sessions where we're criticizing ourselves, like compare ourselves to this PDP or that pdp. How are we doing? Is it easy to shop? So I think that's what I love about our culture is we're a culture of really not just sitting there and being okay with the mediocre. We challenge ourselves. Our community is very, very engaged. They're very authentic. They tell us when they don't like something. So listen to your community. Be at these new frontiers. Really keep your head in the stars. Right. Listening to your community and moving at things with elf speed.

Yeah.

You know, so I like that.

ELF speed. Is it challenging to put yourself in the shoes of a Gen Z consumer if you're not Gen Z? And how do you go about doing that? How do you know it's actually done? Because I feel like their tastes are so discerning and changing every single day.

I don't think it is. It is challenging because, you know, one good example is they say they want, they care about. If you read any statistics, Gen Z really cares about sustainability, but when it comes time to pay for it, they don't want to pay for it. So I think it is a balance. So we do listen to our consumer, but I think it's also about we don't know everything. So listening to your community, serving them, understanding them, what are they purchasing, what are their behaviors and really understanding that aspect. But then there's surrounding yourself with partners that actually know how to operate in those channels. TikTok wasn't going to be successful for us if we thought we could do it.

All right.

No, what we did was we did a small campaign that told us, hey, there's an opportunity there. We leaned in and we partnered with someone who knew TikTok.

Yeah. And you guys have. And you guys have done partners all across the board.

Exactly.

I'm asking a bunch of partnerships you guys have run. Because I'm really interested, one of which is in the gaming space.

And when a lot of people think.

About, you know, a beauty brand, they think female centric. There's a misconception that gaming is male centric, which it's not. And I think because of that, a lot of brands that target females don't go near gaming.

Exactly.

You guys have dove in. Tell us about some of the work that you guys have done in the gaming space.

Yeah, I mean, I think whether it be any collaboration that we did or even gaming, we saw that especially on Twitch. We kept on seeing that there weren't a lot of female gamers or they were actually being abused in some ways, like you don't belong here and so forth. And we were listening to this and watching this trend. We said we are a brand that really sort of is centered around our purpose. Elf is for every eye, lip and face and furry paws. We don't leave them behind. So I think if I think about sort of our purpose and then being there and really going all in to support sort of the gaming, female gaming community. We partnered with the number two female gamer called Lufu essentially and then the rest was history. And now we have, we were the first brand to, to really go out there, create a community and now we're just expanding our tentacles in other places.

So when you say partnering, do you mean that you're hiring this individual and you guys are co creating content, you're learning about the audience that she serves and you're facilitating the production of more content.

Exactly. And you're putting a behind it, giving other female gamers a platform to come and actually talk about issues and talk about stuff or actually collaborate with them and do partnerships with them and giving them that opportunity that perhaps other brands haven't given.

Now how do you tie that back to the product?

So I think it's no different than the challenge that we're trying to solve with Metaverse and everything. How do you take this digital product and create a physical product? Right.

Well, actually I haven't seen anyone do.

That other than I think Nike and Adidas do a fairly decent job. But I would say that it's similar in the concept of, you know, if I take our Lufu partnership for example, we actually created a gaming collaboration game up right. So that came out of us knowing about the gaming community, really learning about their likes, dislikes and creating a product that spoke to that segment essentially. So that's one way that we have brought that to life. Another way is really you know, if you think about sort of that community, most of it is Gen Alpha, it's not even Gen Z. You're actually creating your audience for the future. Right. So you're not just going there to sell them stuff, you're also going there to understand them, who they are, be where they are, but use that information also to sort of build the future roadmap that we want to do either with gaming or Metaverse or everything else. You know, so there's a lot of rich information and creating that engagement. And you know, not every brand, every channel is for selling. Sometimes it's for engagement, sometimes it's there because you want to support that purpose and you're doing something to actually make a difference in people's life.

It's all part of the story of the brand.

It's part of the story of the brand. Right. So I think every channel has its uniqueness and you have to treat it like that.

Absolutely. That's a great point. I also saw that you did a partnership with Chipotle, which is interesting.

Tell us about that. I mean, if you look at, you know, everything that we do is always driven by an insight and one of the key insights that people, when they walk into a Chipotle and they see that salad bar, it reminds them of an eye kit, like a makeup eyeshadow kit. And that was just, wow, that is so true. You know, the green lettuce and the red beans or whatever, reminding of a red rouge, you know, eyeshadow or anything like that. So I think, and even if you looked at from, we just admired Chipotle, we think we learned so much from Chipotle and it's a brand that, you know, truly inspires my cmo, myself and our marketing teams. And when we looked at their brand values, we looked at our brand values, they were spot on. And that's when we knew that we had to work with them and the rest was history. Once we connected with them, you know, came our first campaign which sold out, out online I think in less than four minutes.

And then the co branded product.

Exactly, exactly. And then that led into our most viral product with the Chipotle collaboration, which was the Avocado Sponge. And basically it was the most talked about product on Reddit. Imagine Reddit, which is like not even a beauty blog when you think about it. And they were talking about, oh my God, where do I get this Chipotle?

So does somebody from your team come to you or the CMO saying let's partner with Chipotle, like where does that. Where's that birth? Because it seems like such a far out idea for a beauty brand and a lot of beauty brands would say, oh, burritos, it doesn't really fit with beauty. Like it's just. Yeah, I work with a lot of beauty brands which are very pretentious.

Yeah, right.

And that's probably why Elf is so successful with the younger generation. Because it's not the fact that partner with Chipotle itself tells a story. Probably why you connect with the young audience.

Right? Yeah. I mean, once again, your feet on the ground is one of the things that we focus on, which is listening to your community. Our community tells us. Elf, Chipotle. Elf, Chipotle kept on coming in.

They tell you where.

Yeah, on our social channels. Right. And even if I think about, we have a private Facebook group for our loyalty, our iconic loyalty members and some of these people have been there since the inception.

So you have an active community of your most.

Oh man, they're so active. They call us out on stuff. Does competency for them or not at all? Not at all. This is all organic and we engage with them and we actually work with them to, you know, sort of improve ourselves. Our product, our communications are everything and it's our loyalty members essentially. But then the social, if you're doing social listening, right, you're not just doing it for the sake of it. Right. You're doing it to find those nuggets that allow you to do something crazy that people don't think is possible. And I think Chipotle and Elf was one byproduct of that. ELF and Duncan was another byproduct of that and many more to come.

Wow. You've talked about some of the work you've done with influencers in the gaming space. Is influencers also a big piece of the overall puzzle as you look to go to market with Gen Z and.

Absolutely, I mean influencers 100%. But we don't believe in sort of having a lot of paid big influencers. For us, it's also about giving people an opportunity that don't really get an opportunity. These are smaller influencers. So I give kudos to our imc, our integrated marketing team because they do such a brilliant job of, you know, a pool of influencers that's, that are very diverse and they always don't have like big followings, but they are authentic. That's a big thing with our brand.

Especially with Gen Z, the authenticity is huge. It's huge on platforms like TikTok and Bizarre. It's all about.

Exactly. And even if you think about content creator economy, I mean you just have to hone in on that even deeper and deeper.

Finding the right audience shouldn't feel like doom scrolling with Experian. It doesn't. Experian syndicated audiences help you reach holiday shoppers, car buyers and more across over 200 top platforms with over 2,400 pre built audiences. There's no more doom scrolling. It's audience targeting you can trust. Made simple. Learn more@experian.com Adweek that's experian.com Adweek.

So I mean out of all the marketers I've spoken to on the Speed of Culture podcast, you definitely strike me in the brand as one of the most innovative. Just in terms of not copying what other companies do, trying to be the first. I'm sure that, you know, there, there must be a culture within your organization where it's okay to break things, it's okay to fail. Because I'm sure every partnership has not been a home run. And I think that that is definitely something that a lot of brands should strive to do is, is don't be afraid and don't be afraid to break new ground because otherwise you're going to be stuck in a sea of sameness. There's so many brands out there, prolific large brands that, you know, are still marketing right now like it's 2015. Right. And they haven't moved forward at all. So I think that, you know, it's definitely a great path forward. CS there's also, you know, buzz about some other, you know, topics that are definitely hot topics for CPG brands and I'm going to just quick fire them to you and get your thought on them. One is just the rise of OTT and connected television. It's obviously a different world now than it was five, 10 years ago when brands are just spending money on the major networks or any upfront. What role do you see that playing as you build your brand moving forward?

I think it's already playing a big role. Like if I think about sort of how we put our dollars and where we put them, OTT is a big part of that. So if I think about everything, all the segments that we're going to get after and so forth and all the privacy changes, I think almost a, almost a year ago we made a conscious decision of starting to test and learn there and that testing and learning and now has sort of grown into making a conscious investment in really big dollars that are paying off and the ROAS is great. So yeah.

And when you're in a world of ott. Is the content different than it may have been several years ago when you're on a broadcaster or cable? Like, are you getting much more.

Exactly.

Focus.

Even if you look, look at sort of people's attention span.

Yeah.

You know, how long the video is going to be and the type of content it needs to be, how relevant it needs to be. I think every channel is so unique that you cannot serve the same piece of content anywhere. Therein lies the challenge that the brands are facing.

Yeah, absolutely.

Unique content.

They're not built for it.

It's not built for it.

Yeah.

So I think the challenge is not like, hey, do we do this or not? Because if you do it right, I think it's paying off. I think the challenge is how do you have that much content that's so different for each platform?

Yeah. You know, another emerging hot topic is Bereal, which is a probably the fastest growing social platform of 2022. A lot of people who don't focus on Gen Z don't even know what it is, but it's obviously a fast growing platform and ELF happens to be, I think, the largest brand, first beauty brand on B roll. What are your thoughts on that platform and why has that been a successful channel for you?

I think, you know, for us it's too early to say how successful or how it's paying off for us. What I will say is that we were the first there.

Right.

So obviously we learned a lot and it's a very authentic channel. It's not like your other, you know, where sort of channels where you have to pretend to be.

Yeah.

Somebody or for those who don't know.

It pops up and say post now. So you don't have time to.

Exactly. To post where you are. So it is about how are you going to sort of use that to incorporate your brand and show up authentically on that. So we're doing a lot of testing and learning. We have a pool of sort of interns that are sort of on Bereal and they'll post while they're in the office or they'll do something fun. So I do think it's about how you're going to be using it, but it's very early and we're still learning.

Yeah. And you talk about being first on Bereal. I mean, I mean, is it hard to be first? Like you have to. Is it about just making a decision quickly, acting fast? Because I would imagine for a, you know that for a company of your scale, being first is not easy. Because you have legal, you have all these decisions that need to be made, et cetera. It seems like your organization is unique in one way and that moves very fast.

We have no red tapes. When we decide and we see a signal and we saw that our community was be real, be real. We just dove in.

And that's a competitive advantage, right?

Yeah, you dove right in. And I think that the beauty of ELF is that we don't have those guardrails or those red tapes. That's not to say that we don't do our diligence around what we should be, very public, company responsible. But I think it's just being there first gives you this advantage that, you know, you learn a lot, a lot sooner and then you activate.

Yeah. One of the last areas I'm going to get into, an area that everyone's talking about being first in right now, is in the world of AI. You know, we've seen ChatGPT kind of explode. It's all anyone's talking about right now on LinkedIn.

It's all over CES.

It's all over CES. It really is. What role do you think it has with your brand and brands in your industry as we head into 2023?

Yeah, I mean, I think ChatGPT, of course, just took off. Right. But then you also have Jasper AI, you have Dall E, you have all this other stuff then is solving for particular things for scale. So if my, for example, my brother is a voice artist and he has spent the last three weeks doing nothing but just learning ChatGPT because it's going to take away his job in some ways, right? In some ways of like his. He writes poetry, he does all of this stuff. And so he's trying to understand on how he can improve himself.

Up level.

Right. Up level. So I think it's not about replacing job, is that how do you leverage this technology to solve for issues? And I think with ChatGPT, Dall E, Jasper AI, you can really, really solve for the amount of content that you need constant modification of what's, and the amount of testing and learning that you need to have in your pipeline to like, really be successful. So I think it's definitely something that's going to be, you know, evolving. I think there, there are security and other copywriting and other concerns that are not going to allow for you to use this as a mass. Like I'm going to solve for everything.

Right.

But I think definitely you're going to start seeing products that are going to be leveraging this technology to either solve for the massive amount of content that you need or copywriting that you need or creative that you need.

Right. And ultimately, I believe just like any other tool, the tool is only as good as the inputs or the people that are using it.

So, I mean, even if you think about, you know, of course, like, I am inherently curious. My brother's inherently curious. He saw this and he was like, how is this going to impact my job? But so if I think about the creators, the creative team should be paying attention to this.

Absolutely.

They have to pay attention to this. Because if the young creators that are coming out don't know how to use. Use this, they will not have a job in the future.

Yeah. So I don't get steamrolled by somebody who.

Exactly. Who has figured out how to make this better and better than a human.

But you need to move fast, right? You talk about moving fast. I mean.

Exactly.

Our company is talking about it so many hours as well. Because you don't want to be a company that's no longer relevant because the things that you did six months ago, one day you're finding out, you know what, like, that could just be done by somebody else by hitting a button.

Exactly, right, exactly.

And the pace of change is accelerating right now.

Massive. Yeah, massive. So I do think that this is going to require, you know, our education system, our, you know, sort of students that are coming up in. Sort of coming up. Like, how do you get them quickly up to speed on this?

Not so much. That's right. In their term papers, maybe, though.

Exactly, exactly. That's right. That's right.

So we'll see how that plays out. And is there anything else as we, as we head in 2023, as it relates to the beauty industry that excites you for next year that you guys might be focusing on?

Oh, my God. There's so much like, of course, the AI, the ChatGPT, Dolly, all. How do we leverage that to, like, solve for some of the massive amount of content that we need? That's number one. Number two is just this. It's become a buzzword like the metaverse, the web.3, and sort of what is the real value?

Right.

And then how do you bring it to life that can be monetized? Because we've done a lot of testing and learning, but what is the monetization work stream that we have to go out?

And a lot of that with the metaverse is it requires a change in, I think, consumer behavior.

It does.

Which might not be there yet. We're like, when you look at some of the tools we were just talking about in the AI front. The practicality of it's right in your face. You understand it. So I think that's the difference between those things.

Exactly.

Even the blockchain was something where a lot of people still don't really understand the practicality of it. The promise of it was so huge, but it kind of of never really did what everyone thought it like. We're not using Bitcoin to buy things. It's just. It's not there yet.

That has to do with the infrastructure of just America.

Right. And the applications, its own topic itself.

And the number one thing that people need to solve for is sort of the integration.

Yeah.

Right. So these things, if they don't talk to each other.

Right.

And they don't work as an interconnected way, then you're not going to be able.

And they have to be easy to use. The reason that ChatGPT works, it's. It's a chatbot, just like. Like texting, so. So anybody can use it, and that's why it's taking off. Where a lot of people don't know how to mint an NFT or gun in the metaverse or these things. And that takes time to change that type of behavior. And I think that's the biggest difference.

That is the biggest difference. I totally, totally agree. So I do think that these technologies are going to be sort of evolving.

Yeah.

I think the brands should be testing and learning. We have a few really interesting things that we're going to be doing in the next coming months.

I can't wait to see.

I can't talk about. But yes, for sure. Like, we are always at the forefront and testing and learning is in our DNA.

Is that why you're here at CES.

Because it's for all 100%. I mean, I'm like a kid in a candy shop. When I was looking at the menu, I want to go here, I want to go, oh, my God, how many sessions can I attend? You know?

Yeah. And again, that even itself is a new thing because I've been coming to CS for well over a decade, and there was a time where it was only consumer electronics companies. And now you have beauty brands and walks of life here.

Well, story, I was checking in and the person who was giving me my thing is that, like, you're with a beauty brand. What are you doing here?

Right?

And I was like, what? Yeah, like, it's like, do you have any idea how many beauty brands are here? Like, Ulta is coming.

You Almost need to be here.

I'm meeting with Ulta tomorrow here. I'm meeting with so many CPG heads and everything tomorrow. And I'm like, wow. Like, this is. How do you take these technologies and actually monetize them? That's where brands and retailers.

Yeah, we really are at CES here at the center of the universe of innovation and branding.

Exactly.

Digital. That's really what's become. It's exciting. So to wrap things up, is there one quote that you like to live by that you wake up every day and. And try to focus on?

Oh, anything is elfing possible.

I love that. So that's unique to elf, right?

Yeah, it is very unique.

I mean, it sounds like it. You're paying that off.

Oh, my God. Anything is elfing possible. I. When I first joined owl, it was my week one and I walked in, I was like, wow, everybody works here. Everybody's so excited to like make stuff happen. And since that day, and today is my seven year anniversary.

Oh, wow. Happy anniversary.

Anything is elf ing possible definitely is something that I live by.

I love that. Well, this has been amazing. I cannot wait for our audience to hear all the things that you guys are doing. And I just know that we could have talked probably for another three hours about all the things, but you've got that energy that's very unique and you know, that explains a lot about. About why you've been so successful and opposite spilling over to the business elves. So thank you so much for joining, Ekta. Enjoy the rest of your time here at CES on behalf of the Suzy and ADME team once again, thanks again, Ekta for joining us. Be sure to subscribe, rate and review the Speed of Culture podcast on your favorite podcast platform. Until next time, see you soon, everyone. Take care. The Speed of Culture is brought to you by Susie as part of the Ad Week Podcast Network and a guest creator network. You can listen subscribe to all Adweek's podcasts by visiting Adweek.com podcast. To find out more about Suzy, head to Suzy.com and make sure to search for the Speed of Culture in Apple Podcasts, Spotify and Google Podcasts or anywhere else podcasts are found. Click follow so you don't miss out on any future episodes. On behalf of the team here at Suzy, thanks for listening.

Finding the right audience shouldn't feel like doom scrolling with Experian. It doesn't Experian syndicated audiences help you reach holiday shoppers, car buyers and more across over 200 top platforms. With over 2,400 pre built audiences. There's no more Doomscroller. It's audience targeting you can trust. Made simple. Learn more at experian.com ADWeek that's exp E R-I-A N.com ADWeek.