About Us

Larry MacPhee has over 30 years of experience in marketing with an expertise in building and growing brands. 

Larry spent many years on the agency side acquiring and developing large brands. As President/COO at Northway Group, Inc., Larry grew the agency from $2.5 million to $25 million in capitalized billings in three years. While Senior Vice President at Targetbase Direct Marketing, an Omnicom agency, Larry averaged over 50 new client introductions annually resulting in over 30 new client assignments annually. Larry won clients such as: Cingular Wireless, US Air Force, Gatorade, Frito-Lay, TXU, RBC Centura, 7-Eleven, Campbell’s Soup, Pizza Hut, GE Financial, TAP Pharmaceuticals, Gillette, PepsiCo, Southwest Airlines, Shell Oil, Oral B, Vogue, Omni Hotels, Capital One, and Holland America Cruise Lines. 

Most recently, Larry MacPhee held the responsibilities of Chief Marketing Officer, Vice President of Sales and Marketing, General Manager and currently, Chairman of EltaMD Skin Care.

Larry developed the EltaMD brand while working for Swiss-American in 2007, launching initially with just three products. Since that time, EltaMD has grown to become the No.1 Dermatologist- Recommended Professional Sunscreen brand in the U.S. and the No. 1 Facial Cleanser in Alibaba's Tmall cross-border eCommerce platforms in China. In 2017 Colgate-Palmolive acquired EltaMD. With Larry as the General Manager and Chairman the EltaMD business has tripled since the acquisition.