An Interview with Alexandria Kasper
Gloria Montoya (GM): Alexandria, thank you so much for joining me today. To start off, can you share a bit about your journey into marketing and how you arrived at e.l.f. Beauty?
Alexandria Kasper (AK): Absolutely. I actually started my career in PR, and over time realized I loved being part of the full brand experience. I transitioned into integrated marketing about eight years ago. At e.l.f., we’re a digitally native brand, so we’ve always pushed boundaries, especially on social and influencer platforms. That’s what brought me here—the ability to build bold, culturally relevant campaigns with measurable impact.
GM: That’s awesome. How has social media changed your approach to marketing over the past few years?
AK: The speed and scale of it have exploded. Five years ago, we’d plan campaigns months out. Now, we’re reacting in real-time. TikTok in particular has changed the way we launch products—some of our biggest wins were organic viral moments that we quickly backed with paid. So we have to stay flexible, data-driven, and ready to pivot daily.
GM: What skills do you think are essential for marketers to succeed in this kind of fast-paced environment?
AK: First, storytelling, your ability to connect emotionally in 6 seconds or less. Second, being comfortable with data. You don’t need to be a data scientist, but you need to know what metrics matter and how to interpret them. Lastly, agility be ready to fail fast, learn fast, and adapt.
GM: What advice would you give someone trying to break into a marketing role, especially someone just starting out?
AK: Build your portfolio. Even if it’s not for a brand, start a TikTok, manage your own small campaigns, or volunteer for a nonprofit. Companies want proof of action. Also, network—marketing is such a relationship-driven space. A DM or LinkedIn message can lead to your next opportunity.
GM: Has branding changed since you began in marketing?
AK: A lot. It’s no longer just what you say it’s what your audience says about you. Authenticity is key. People want brands that stand for something. At e.l.f., our commitment to inclusivity and cruelty-free beauty isn’t just a marketing angle, it’s baked into everything we do. That builds real trust.
GM: How do you stay up to date in an industry that’s always changing?
AK: I subscribe to a few newsletters like Morning Brew, Glossy, and AdAge. I also follow marketing leaders and creators on social media. But honestly, the best insights come from watching what our community is doing—what they’re saying, creating, and caring about.
GM: Final question: What’s been your proudest marketing moment so far?
AK: Definitely our e.l.f. x Dunkin’ collab. It brought together two completely different audiences, and the campaign ended up being fun, unexpected, and super successful. It showed me the power of creative risk-taking.
GM: Thank you so much for your time, Alexandria. I learned a lot from this conversation!
AK: Of course! Good luck with the rest of your program!
