Empire Today Appoints Ash ElDifrawi Chief Growth and Marketing Officer
Appointment accelerates Empire’s growth strategy, bringing its trusted shop-at-home model to the way customers live and
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Appointment accelerates Empire’s growth strategy, bringing its trusted shop-at-home model to the way customers live and shop today
Northlake, IL August 27, 2026 –(PR.com)– Empire Today, a leading provider of installed flooring solutions, today announced the appointment of Ash ElDifrawi as Chief Growth and Marketing Officer. ElDifrawi will focus on extending the convenience that built the Empire brand into a faster, more digital, and more personal experience for today’s customer.
Empire built its business on convenience, pioneering a shop-at-home model that brought expert consultation and professional installation directly into customers’ homes for more than 65 years. ElDifrawi joins as the company invests in the next generation of that experience, from how customers first find Empire to how the finished floor goes in.
“For over 65 years, customers have chosen Empire for convenience, expertise, and a great experience. What’s changed is how they get there,” said Brian Hutto, Chief Executive Officer of Empire Today. “People research differently, compare differently and expect a simpler, more seamless experience at every step. Ash understands how customer behavior is changing and, more importantly, how to turn that insight into growth. He’s exactly the kind of leader we want helping us build Empire’s next chapter.”
ElDifrawi brings more than 25 years of experience driving growth at consumer companies navigating major shifts in how people buy — from digital entertainment to connected travel to consumer health. Most recently, he served as Chief Commercial and Brand Officer at The Aspen Group. He previously held senior leadership roles at Redbox, Gogo, Google and Wrigley, and began his career at McKinsey & Company.
He also holds a doctorate in clinical psychology, a distinctive foundation that has shaped the way he approaches growth throughout his career. His understanding of consumer behavior — what drives people to choose, buy, trust and stay loyal to a brand — has helped him turn insight into stronger customer experiences, differentiated brands and record-breaking growth.
“Empire has invested in a strong brand promise that’s been built over generations,” said ElDifrawi. “The opportunity now is to bring that same promise to the way customers live and shop today: more digital, more on-demand, more personal. Empire is well positioned to lead that, and I look forward to partnering with the team to build the kind of customer experience that drives the next era of growth.”
ElDifrawi joins Empire as the company continues to invest in the end-to-end customer experience, from first search to finished floor.
About Empire Today
Empire Today makes getting beautiful new floors easy. For more than 65 years, the company has helped customers transform their homes with a convenient, shop-at-home experience that brings flooring samples directly to the customer. Empire offers a wide selection of carpet, hardwood, laminate, vinyl and other flooring solutions, with professional installation and service designed around the needs of the customer.
For more information, visit EmpireToday.com.
Contact Information:
Empire Today
Press Relations
1-800-588-2300
Contact via Email
www.empiretoday.com
Read the full story here: https://www.pr.com/press-release/977734
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