Director, Innovation Product Marketing

About the Company

e.l.f. Beauty, Inc. stands with every eye, lip, face and paw. Our deep commitment to clean, cruelty free beauty at an incredible value has fueled the success of our flagship brand e.l.f. Cosmetics since 2004 and driven our portfolio expansion. Today, our multi-brand portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, pioneering clean beauty brand Well People, Keys Soulcare, a groundbreaking lifestyle beauty brand created with Alicia Keys and Naturium, high-performance, biocompatible, clinically-effective and accessible skincare.

In our Fiscal year 24, we had net sales of $1 Billion and our business performance has been nothing short of extraordinary with 23 consecutive quarters of net sales growth. We are the #2 mass cosmetics brand in the US and are the fastest growing mass cosmetics brand among the top 5. Our total compensation philosophy offers every full-time new hire competitive pay and benefits, bonus eligibility (200% of target over the last four fiscal years), equity, flexible time off, year-round half-day Fridays, and a hybrid 3 day in office, 2 day at home work environment. We believe the combination of our unique culture, total compensation, workplace flexibility and care for the team is unmatched across not just beauty but any industry.

Visit our Career Page to learn more about our team: https://www.elfbeauty.com/work-with-us

 Position Summary

We are currently looking for a strategic thinker, strong executor, and inspiring leader to join our dynamic, fast-paced team as the Director, Innovation Product Marketing. This is a highly visible leadership role on a high growth brand and category segment.

The Director, Innovation Product Marketing will lead the development and implementation of the global product marketing strategy and innovation product pipeline for various beauty categories with a focus on driving key segments and building the brand. This role will also be responsible for determining new category opportunities to help drive brand growth, increase market share, and help build the global innovation vision and long-term roadmap to accelerate the brand. The Director will also lead market analysis to determine success factors by product category (messaging, visuals, claims) for new and existing products and determine new market opportunities for products based on market data, consumer insights, social listening, and emerging trends. They will also be responsible for executing new product innovation briefs with manager support and in partnership with the Product Development team, outlining strategies, positioning, target claims, key ingredients, SRP, packaging detail, and formula detail.

The best candidates for the role will bring 10+ years of work experience in innovation product marketing with 3-4 years specific to beauty with a deep understanding of ingredients and market dynamics. S/he will be a proven consumer product marketer having led the entire product development cycle from concept to market introduction. And the demonstrated ability to think strategically and translate conceptual initiatives into detailed marketing plans with the support of multiple internal teams. We are also looking for someone who thrives in a fast-paced and ever-changing environment, is a strategic thinker, and is a team player with excellent written, verbal, and presentation communication skills. Finally, the ideal candidate is someone who lives and breathes the beauty industry and easily embraces e.l.f.’s dynamic culture of executing with quality and speed to drive solutions all while thriving in an entrepreneurial environment comfortable with collaboration across all parts of the business.

The Director, Innovation Product Marketing is based in our Oakland corporate headquarters which is currently open in 3 days in the office, 2 days at home hybrid model. This position will report to our VP, Innovation.

• Lead product marketing and drive innovation pipeline for skincare and color building segments, and franchises by leveraging insights and analytics to support strategic direction and priorities, including a focus on fast-growing categories, hero products, and emerging trends.
• Assist in the development of a 3-year innovation strategy that addresses business and retailer objectives.
• Determine new market opportunities for products based on market data, consumer insights, social listening, and emerging trends.
• Lead market analysis to determine success factors in a product category (messaging, visuals, claims) for new and existing products.
• Infuse compelling storytelling to new product launches.
• Attend quarterly innovation sessions for strategic calendar planning.
• Lead weekly Cross Functional meetings, responsible for monitoring new launch forecasts with Planning and Sales teams.
• Responsible for executing new product innovation briefs with manager support and in partnership with the Product Development team, outlining strategies, positioning, target claims, key ingredients, SRP, packaging detail, and formula detail.
• Responsible for recommending and setting pricing structure for new product innovation based on positioning and competitive landscape.
• Partner with Product Development on ingredients, product formats, breakthrough innovation ideas, formula submission review and approval, and clinical and consumer testing parameters for product claims.
• Lead cost of goods management; value analysis; implementation of the feasibility approval process.
• Ensure COGs efficiency to meet overall brand financial objectives; including pricing and SKU management.
• Partner with Education and help guide deeper education opportunities.
• Partner with Innovation Upstream manager to inform white space opportunities based on consumer insights and social listening data.
• Design sampling strategy for new launches and core support, collaborating with sales and brand marketing.
• Responsible for working with copywriters to develop all product copy for e.l.f. Skin.
• Work collaboratively with cross-functional teams: Creative, Sales, Brand (Go To Market team), International Marketing, Planning, Education, Regulatory, Sourcing, Visual Merchandising, Legal, Product Development and R&D to ensure flawless execution for all new launches
• Partner with China R&D on new program development and execution.
• Attend weekly China calls to inform and support product marketing programs.
• Attend monthly China QA calls to be informed of product challenges.
• Interface with quality areas for improvement of new and existing products.
• Champion development and execution meetings for Innovation with key cross functional partners to achieve on time launches.
• Responsible for preparation and facilitating Stage Gate meetings that involve the CMO and CEO.
• Manage and develop (1) direct report.

• Bachelor’s degree, MBA, or advanced degree preferred.
• 10+ years of work experience in innovation product marketing (3-4 years specific to skincare and color with a deep understanding of ingredients and market dynamics)
• Proven consumer product marketing experience, having led entire product development cycle from concept to market introduction.
• Demonstrated ability to think strategically and to translate conceptual initiatives into detailed marketing plans with the support of multiple internal teams.
• Strong understanding of beauty industry and mass market landscape are desired with expertise of customer-driven marketing strategies.
• Thrives in a fast-paced and ever-changing environment, is flexible, and can manage conflicting priorities.
• A proven and successful people-management and leadership track record.
• A strategic thinker and team player.
• Organized and detail-oriented with a strong ability to manage multiple projects simultaneously.
• Excellent written, verbal and presentation communication skills.
• Expertise in PowerPoint, Word, Excel, NPD, Nielsen database.
• Willingness for occasional travel (domestic and international).
• Willingness to interface with China team and attend weekly meeting.

This job description is intended to describe the general nature and level of work being performed in this position. It also reflects the general details considered necessary to describe the principal functions of the job identified, and shall not be considered, as detailed description of all the work required inherent in the job. It is not an exhaustive list of responsibilities, and it is subject to changes and exceptions at the supervisors’ discretion.

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