Elaine Li
Clorox digital marketing manager Elaine Li has left the company to work as a consultant specializing in helping major CPG brands overhaul their digital marketing practices.
For two years Li led digital marketing for all brands in the Clorox Canada portfolio. She was responsible for internalizing Clorox’s programmatic media buying and formed relationships with several different ad tech providers including TubeMogul and Eyereturn to improve the brand’s control over its media spend. She also initiated the company’s first RFP for a digital creative agency of record.
Li said her new practice, Stripe & Crane Consulting, would help brands reformulate their owned, earned and paid digital strategy and reassess what they can do in-house. She will review options in various digital channels like programmatic, search and social to see what makes the most sense for a brand to do internally or through partners.
“There’s definitely a demand for this,” Li told Marketing. “Digital is definitely an area of focus, but brands need to know what the strategy is around it, what is the split between TV, print and digital. There are a lot more questions on the brand side than answers.”
She said she’ll be looking to work primarily with brands that are at a “fork in the road,” but are overwhelmed with all the opportunities to invest in digital. Current clients include several U.S. and international fashion, parenting and family planning brands.
