How to beat a giant without playing its game (former Tubi CEO & president of e.l.f.) | Summit '26
Former Tubi CEO Anjali Sud and e.l.f. Beauty president Kory Marchisotto talk with Bob Safian about winning against huge rivals by serving overlooked customers, building a different game, and staying very close to fans.
The gist
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Marchisotto lays out a four-part blueprint: find overlooked consumers, challenge conventions, scale in the white space, then open doors for others to follow.
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She says under 1% of Super Bowl ads spoke to women, half of 120 million viewers, so e.l.f. featured Jennifer Coolidge, then Judge Judy.
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After 15,000 people on a TikTok Live asked CEO Tarang Amin for bronzing drops, e.l.f. launched them in 6 months instead of 12 to 18.
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Marchisotto says e.l.f. was the only one of 3,700 public companies with a majority-female board, which inspired its "so many dicks" campaign.
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Sud says AI should cut the 15 minutes people spend searching for something to watch and help every story find its audience.
"The first time that I brought our CEO on a TikTok Live, 15,000 people showed up. He was so terrorized by their demand for bronzing drops that we didn't have... we fast tracked the timelines and got it to market in 6 months. So that's the kind of power that you have when you en..."
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"The first time that I brought our CEO on a TikTok Live, 15,000 people showed up. He was so terrorized by their demand for bronzing drops that we didn't have... we fast tracked t..."
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