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    Katie Graf

    Vice President and Equity Research Analyst at TD Cowen

    Katie Graf is a Vice President and Equity Research Analyst at TD Cowen, specializing in consumer and retail sector coverage with a focus on specialty and off-price apparel companies. She provides research and investment insights on publicly traded firms such as Burlington Stores, TJX Companies, and Ross Stores, supporting institutional clients' investment decisions. Since joining TD Cowen in 2018, Katie has established a reputation for high-quality research and actionable stock recommendations, with her calls tracked by investment research platforms for accuracy and return generation. Graf holds FINRA Series 7, 63, 86, and 87 securities licenses and has built her career with experience at both boutique and major Wall Street firms prior to her tenure at TD Cowen.

    Katie Graf's questions to OLAPLEX HOLDINGS (OLPX) leadership

    Katie Graf's questions to OLAPLEX HOLDINGS (OLPX) leadership • Q4 2024

    Question

    Speaking for Jonna Kim, Katie Graf asked why marketing investments are taking longer than anticipated to drive customer acquisition, how the 2025 marketing plan differs from last year, and what management considers the right level of marketing spend as a percentage of sales for long-term growth.

    Answer

    CEO Amanda Baldwin explained that building a long-term brand takes time and the company is shifting to a full-funnel 'demand creation' phase, which has a longer payoff period than short-term performance marketing. COO & CFO Catherine Dunleavy stated that the company is investing aggressively in 2025 to reignite the brand and will discuss long-term margin and marketing spend targets after gaining more learnings from this year's initiatives.

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