Good morning. E.l.f. Magnificence CFO Mandy Fields needs to play on the most important stage there may be.
The rising magnificence powerhouse, a Gen Z favourite, ran its first Tremendous Bowl Sunday advert in 2023. From a finance perspective, Fields stated the corporate’s confidence in big-ticket Tremendous Bowl investments stems from their long-term influence on model consciousness relatively than a concentrate on instant dollar-for-dollar return. Model consciousness was a bit of over 10% 5 – 6 years in the past, and at this time it’s over 40%.
With just one in three ladies at the moment purchasing e.l.f., Fields sees a large runway. Every wave of awareness-building exercise, she stated, offers the model entry to the two-thirds of ladies who usually are not but prospects. About 75% of e.l.f.’s portfolio stays priced at $10 or much less, even after a current worth enhance in August, a stance Fields stated resonates with customers changing into extra selective with their spending.
On common, a 30-second Tremendous Bowl advert in 2025 ranged from $7 million to $8 million, with this 12 months’s common estimated at $8 million, USA In the present day reported.
As an organization, e.l.f. tracks a large set of efficiency indicators. The finance and advertising groups monitor gross sales developments alongside earned media worth, impressions, and social engagement to find out whether or not the inventive is resonating and being shared organically. These metrics are reviewed earlier than and after every marketing campaign, Fields stated, serving to the corporate measure halo results and refine its method 12 months to 12 months. (I sat down with Fields and Kory Marchisotto, SVP and CMO, in 2024 to speak about their partnership.)
That evolution has performed out on display. In its first 12 months, e.l.f. produced a Jennifer Coolidge–led Tremendous Bowl business, adopted in 2024 by its “Judge Beauty” advert. Final 12 months, the model skipped a broadcast advert in favor of a stay watch-party expertise.
General advertising spend for e.l.f. is predicted to be larger this 12 months than final, with the Tremendous Bowl as only one part and elevated funding behind worldwide markets and strategic collaborations additionally contributing, stated Fields, CFO since 2019. The corporate is focusing on advertising outlays of roughly 24% to 26% of gross sales for the 12 months, in keeping with its current sample of reinvesting closely to gasoline consciousness and buyer acquisition.
This Sunday’s Tremendous Bowl LX business will characteristic Glow Reviver Lip Oil, e.l.f.’s best-selling product for the previous two years, in a telenovela-inspired marketing campaign starring Melissa McCarthy, Nicholas Gonzalez, and Itatí Cantoral. Hispanic households account for 18% of e.l.f. patrons, 29% larger than the class common, in line with the corporate.
The advert will air on Peacock and Univision in Mexico in the course of the Large Recreation, then will increase throughout linear TV and streaming, together with each English-language and Spanish-language platforms. The marketing campaign can also be anticipated to achieve followers of Grammy Award–profitable artist Unhealthy Bunny, who will headline the halftime present.
The continued technique continues to translate into outcomes. For the quarter ended December 31, e.l.f. posted GAAP diluted EPS of $0.65, beating estimates, as web gross sales rose 38% to $489.5 million. The addition of Rhode contributed $128 million in web gross sales, prompting the corporate to boost its full-year outlook, with projected web gross sales development of twenty-two% to 23% and better adjusted EBITDA steerage.
Sunday’s Large Recreation will characteristic the New England Patriots vs. the Seattle Seahawks. Fields stated she’s not rooting for both staff. “I wish the San Francisco 49ers were there,” she stated.
Have a great weekend.
Leaderboard
Fortune 500 Energy Strikes this week:
Prashanth Mahendra-Rajah, CFO of Uber Applied sciences (No. 101), will step down from his position on Feb. 16. He will likely be succeeded by Balaji Krishnamurthy, vice chairman of strategic finance. Mahendra-Rajah, who joined the corporate as CFO in November 2023, will stay with Uber as a senior finance advisor to CEO Dara Khosrowshahi by way of July 1.
Jamie Miller, chief monetary and working officer at PayPal (No. 137), was appointed interim CEO. After two and a half years, Alex Chriss stepped down as CEO. Enrique Lores, CEO of HP Inc., is about to take over because the everlasting CEO on March 1. At PayPal, Miller’s remit had already expanded in 2025 to incorporate the chief working officer position. Appointed CFO in 2023, she beforehand served as world CFO of EY and CFO of Cargill, and spent greater than a decade at Basic Electrical, together with as CFO and CEO of GE Transportation.
Loek Beckers was promoted to SVP and CFO of McDonald’s USA, (No. 165), efficient March 1. Beckers will report back to Ian Borden, McDonald’s world CFO. Beckers began at McDonald’s in April 2024 as SVP of company finance, and oversees the company controller group, monetary planning and evaluation, and world tax, treasury and insurance coverage groups. He got here to McDonald’s from Basic Motors, the place he held section CFO roles for GM’s Worldwide operations and GM’s China three way partnership operations, in addition to a number of company finance roles.
Each Friday morning, the weekly Fortune 500 Energy Strikes column tracks Fortune 500 firm C-suite shifts—see the newest version.
Extra notable strikes this week:
Karen Chan Chi Yin was promoted to CFO of Deswell Industries, Inc. (Nasdaq: DSWL), efficient Feb. 2. Chan succeeds Herman Wong, who has resigned from the place to pursue different pursuits. Chan brings over 20 years of monetary expertise. She first joined Deswell in 2004, serving as finance and administration supervisor for a key subsidiary for 4 years. She beforehand held the place of CFO at SIM Know-how Group Ltd.
Eric Shultz was promoted to CFO and principal accounting officer of SIFCO Industries, Inc. (NYSE American: SIF), a maker of parts and machined assemblies for plane and engine producers, efficient February 20. He’ll succeed Jennifer Wilson, who has resigned, in line with an SEC submitting. Shultz is at the moment director of technique and administration and has greater than 25 years of finance expertise. He was previously the CFO of Bowden Manufacturing Corp.
Sundip “Sonu” Singh Johl was appointed EVP, CFO, and treasurer of Ring Power, Inc. (NYSE American: REI), efficient Feb. 27. Johl brings greater than 20 years of expertise. From 2020 by way of January 2026, he was managing director, co-head of power funding banking at Raymond James & Associates, Inc. Earlier than that, he was managing director, co-head of E&P at UBS Funding Banking World Power Group.
Matt Horvath, CFO and treasurer at Stoneridge, Inc. (NYSE: SRI), an digital methods supplier, has resigned, efficient March 31, to pursue a chance in a special trade sector. Stoneridge has initiated a search to determine a CFO. Till a everlasting substitute is appointed, Robert Hartman, chief accounting officer, will work carefully with Horvath over the following two months.
William H. White was appointed CFO of Quantum Company (Nasdaq: QMCO), a know-how firm that gives options for unstructured knowledge. White brings greater than twenty years of expertise. Most not too long ago, White served as CFO and head of income operations at Emotive, a venture-backed SaaS firm. Earlier in his profession, White was managing associate at Goldblum Lentz & Co.
Large Deal
Gallup has launched its first-ever world survey of nationwide priorities. The agency requested individuals world wide what single situation issues most to their nations in 2025, and the reply was the identical practically all over the place: the economic system. A median of 23% of adults throughout 107 nations named the economic system as their nation’s most vital drawback. That determine is greater than double the proportion naming work, politics, or security—the following most-cited matters, in line with Gallup.
Going deeper
Listed below are 4 Fortune weekend reads:
“Tech stocks go into free fall as it dawns on traders that AI has the ability to cut revenues across the board” By Jim Edwards
“Goldman Sachs leads $75 million funding round for Fieldguide, an AI-native accounting and audit platform” By Leo Schwartz
“Meta’s Hyperion AI data center will sprawl to four times the size of Manhattan’s Central Park” By Sharon Goldman
“Nestlé’s CEO drinks 8 coffees a day, but says Gen Z staffers are his secret to staying sharp by ‘learning constantly’” By Emma Burleigh
Overheard
“We are ready to show off our restaurants, our small businesses, our parks. There will be a lot of traffic this week, but with the economic impacts coming, I think it’s going to be well worth it.”
—San Francisco Mayor Daniel Lurie stated at a press convention on Monday, Fortune reported. Sunday’s Tremendous Bowl LX will happen at Levi’s Stadium in Santa Clara, and your complete Bay Space is getting ready for a potential main financial windfall.
