Director, Innovation Product Marketing, Keys Soulcare And Well People

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.

We have annual revenues of ~$900 million and our business performance has been nothing short of extraordinary with 21 consecutive quarters of net sales growth as we have grown to #3 mass cosmetics brand in the US and are the fastest growing brand among the top 5. Our total compensation philosophy offers every new hire competitive pay and benefits, bonus eligibility (200% of target over the last four fiscal years), equity given to every full-time employee as a part of their new hire package, 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.

e.l.f. Beauty is looking for a collaborative, creative, and strategic Director of innovation Product Marketing for Keys Soulcare and Well People.

The Director of Innovation Product Marketing will lead the development and implementation of the global innovation product marketing strategy and product portfolio for Keys Soulcare and Well People, focusing on the categories of skincare, color, body care, fragrance ancillaries, and tools. This role will also be responsible for determining new category opportunities to help drive brand growth and increase market share and for helping build the global innovation vision and long-term roadmap to accelerate the brands. The role will also assist in the development of a 3-year innovation strategy that addresses both the business needs as well as retailer goals and will work collaboratively across several cross-functional teams, including our R&D teams in the US and China.

The successful candidate will need to bring at least 10 years of experience in marketing/brand management preferably in the beauty industry. S/he will bring a strong understanding of skincare and color categories and the market landscape with deep expertise on customer-driven marketing strategies based on consumer insights, competitive understanding, and brand knowledge. The right candidate will be able to handle many projects at once with the ability to seamlessly move from tactical execution to strategic vision with a combination of both analytical abilities and creative skills depending on the work being done. The ideal candidate will be someone who embraces the e.l.f. value of Executing with Quality and Speed and can thrive in a fast-paced, entrepreneurial environment as a team player comfortable with collaboration across all parts of the business.

The Director, Innovation Product Marketing will report directly to the VP, Innovation. This position is  based in our Oakland, CA.

Detail Responsibilities and Requirements

Responsibilities

• Lead product marketing and drive innovation pipeline building categories and franchises to support strategic direction, including focus on fast-growing categories and emerging trends
• Assist in the development of a 3-year innovation strategy that addresses business and retailer objectives
• Attend quarterly innovation sessions for calendar planning
• Determine new market opportunities for products based on market data, consumer insights and emerging trends
• Lead market analysis to determine success factors in product category (messaging, visuals, claims) for new and existing products
• 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 details, and formula details.
• Responsible for recommending and setting pricing structure for new product innovation based on positioning and competitive landscape
• Evaluate final COG for new products, ensuring margin targets are met and formula/packaging budgets are adhered to
• Partner with Brand Marketing to align on brand objectives that align with innovation opportunities
• Partner with Product Development on ingredients, product formats, review and approval of formula submissions, clinical and consumer testing parameters for product claims
• 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 Copywriter to develop all product copy for Keys Soulcare and W3LL People
• 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 for Keys Soulcare and Well People 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 Executice Team and Stage Gate meetings that involve CMO and CEO
• Manage and develop (1-2) direct reports

Requirements

• Bachelor’s degree, MBA or advanced degree preferred
• 10+ years of innovation product marketing /brand management experience; beauty industry experience preferred with a focus in skincare and color
• 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 skincare and color categories and market landscape is desired with deep expertise on customer-driven marketing strategies based on consumer insights, competitive understanding, and brand knowledge. Multi-category beauty industry experience a plus
• Exhibit a keen ability to be proactive as well as handle a multitude of projects at one time for 3-year pipeline vision
• Thrives in fast-paced and ever-changing environment, flexible, ability to manage conflicting priorities
• A proven and successful people-management and leadership track record
• A strategic thinker and team player
• Must possess strong combination of analytical skills balanced by strong creative skills with their eye on achieving business goals and long-term brand objectives
• Organized and detail-oriented with a strong ability to manage multiple projects simultaneously and take complete ownership of projects
• Clear and concise written and oral communication skills
• Expertise in PowerPoint, Word, Excel, Nielsen database
• Willingness for occasional travel (domestic and international)
• Willingness to interface with the China team and attend weekly meetings