About Kory Marchisotto

Career Background

Kory Marchisotto built a two-decade career in beauty marketing, spending 18 years at Shiseido before joining e.l.f. Beauty as CMO in 2019.[8] She also serves as President of Keys Soulcare, Alicia Keys' skincare brand.[7][13] Recognized as a finalist for WFA Global Marketer of the Year 2025[24] and included in CMO 50 2025,[32] she has driven e.l.f. to over $1 billion in sales through disruptive strategies.[1]

Kinetic Marketing Philosophy

Marchisotto defines her approach as 'kinetic marketing,' a community-first, test-and-learn model that emphasizes speed, flexibility, and bold action.[2][33] She invests heavily in brand building, viewing marketing as poetry—elastic, collective, constellating, alchemy, and story—born from inspiration at an AC/DC concert and delivered in podcasts.[11][12][20] This philosophy prioritizes emotional weight, accountability, and mental fortitude in leadership.[10][11]

Innovation and Disruption

Under Marchisotto, e.l.f. fosters innovation by encouraging employees to be flexible and bold, leading to hits like the Camo concealer.[1][4] She disrupts the industry by playing big—e.g., Super Bowl ads—and staying ahead of culture through bias for action and digital presence.[3][5][6][9][13][18][19] e.l.f. avoids dupes, focusing on original products and cultural impact.[8]

Community and Culture Focus

e.l.f. builds brands with culture, prioritizing community over traditional advertising.[3][15][18][19][25] Marchisotto shares insights on disruption, brand values, and staying on culture's cutting edge via keynotes and podcasts.[3][15][19]

Leadership and Generosity

Leadership for Marchisotto means radical generosity—creating runway for others, paying it forward, and bringing out the best in teams.[21][22] She describes herself as an 'Enterprise Growth Leader | Bold' on LinkedIn, posting about forging pathways and historical perspectives.[14][16][17]

Key Campaigns and Controversies

Marchisotto led e.l.f.'s Super Bowl ad and sports marketing push.[5][18][30] Recent Matt Rife campaign drew backlash for his controversy, with e.l.f. admitting they 'missed the mark' and facing creator partnership critiques.[23][26][27][28][29][31] A separate creator issue highlighted partnership missteps.[28]

Creative Outputs

Beyond interviews, she co-hosts Uncensored Renegades podcast, discussing failure and marketing poetry,[10][11] and shares LinkedIn posts on marketing's poetic nature.[20]