Turning a Family Tradition Into a Holiday Marketing Juggernaut

Christa Pitts on taking The Elf on the Shelf from a self-published book to a global IP

Christa Pitts didn’t know a career in sales would give her the entrepreneurial foundation to run a global company beloved by families.

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This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.