Liza Suloti of SHADOW: Culture is the Key to Authentic Brand Relevancy

This podcast episode of CMO Weekly features Liza Suloti, co-founder of the creative marketing agency SHADOW. In a wide-ranging conversation with host Hayley Clover, Liza details her journey from a native New Yorker and English major at BU to becoming a leader of a powerhouse agency with over 20 years of experience.

She provides a "behind-the-scenes" look at what it takes to execute high-stakes marketing moments, including e.l.f. Beauty’s iconic Super Bowl campaigns featuring Jennifer Coolidge and Judge Judy.

Key Highlights From the Episode

The Power of "Yes": Liza discusses how being open to non-linear career paths and saying "yes" to challenges—like shifting from journalism to PR—led to the creation of SHADOW.

Building Buzz Through Culture: She explains why SHADOW remains diversified across fashion, beauty, hospitality, and wellness, treating these industries as a snapshot of culture to drive authentic brand relevancy.

Super Bowl Strategy: Liza breaks down the strategic thinking behind e.l.f. Beauty’s viral big-game ads, revealing that the first Jennifer Coolidge spot was pulled together in a staggering three weeks.

The "Brick by Brick" Approach: A deep dive into why long-term client relationships (some spanning 15 years) are the foundation for the trust needed to take massive creative risks.

Agency vs. Brand Life: Advice for early-stage marketers on choosing between the fast-paced, multi-brand environment of an agency and the deep narrative ownership of working in-house.

About Liza Suloti

Liza Suloti is a PR and marketing communications veteran who oversees SHADOW’s beauty and wellness division. She has guided high-profile clients such as Amika, Estée Lauder, Dove, and Supergoop. A multiple Webby and Shorty Award winner, she is a frequent expert voice in Business of Fashion and Adweek.