Elizabeth Fenton oversees all Paid Media and Live Shopping for North America at Moroccanoil, leading strategy across nearly 20 performance marketing channels spanning e-commerce, retail media, social, creator partnerships, streaming, and emerging platforms. With nearly a decade of experience in performance marketing — including 7 years in the beauty industry — Elizabeth has built and scaled full-funnel media strategies focused on driving measurable growth while evolving with rapidly changing consumer behavior.

At Moroccanoil, she also spearheaded the company’s internal AI task force and is leading the brand’s broader AI strategy across marketing, commerce, and consumer discoverability. Her work focuses on how AI is reshaping the future of shopping, from LLM optimization and AI-powered discovery to emerging commerce experiences and operational efficiency. Passionate about bridging innovation with business impact, Elizabeth is helping shape how legacy beauty brands evolve from AI experimentation to scalable profit-driving strategies.