Director, Innovation Product Marketing

Oakland, CAMarketing – Innovation, PD, EDU & R&D /Full Time /HybridAbout the Companye.l.f. Beauty, Inc. stands with every eye, lip, face, paw and fin. 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, Well People - clean beauty powered by plants, Naturium - high-performance, biocompatible, clinically-effective and accessible skin care, and our newest brand, rhode skin - developed by Hailey Rhode Bieber, a line of curated skincare essentials, formulated for a variety of skin types and needs with high performance ingredients, it’s a daily routine that nourishes your skin barrier over timeIn our Fiscal year 26, we had net sales of $1.6 Billion and our business performance has been nothing short of extraordinary with 30 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 seven 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: Position SummaryThe Director of Innovation Product Marketing will lead the development and implementation of the global product marketing strategy and innovation product pipeline for e.l.f. brands focusing 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.Responsibilities:• Lead product marketing and drive innovation pipeline across categories inclusive of color cosmetics, skin, hair etc. Through building segments and franchises by leveraging insights and analytics to support strategic direction and priorities, including focus on fast-growing categories, hero products and emerging trends.• Assist in the development of 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 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 Product Development team outlining strategies, positioning, target claims, key ingredients, SRP, packaging detail, 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, review and approval of formula submissions, clinical and consumer testing parameters for product claims.• Lead cost of goods management; value analysis; implementation of 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 opportunitiesbased 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.• 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 facilitation of Stage Gate meetings that involve President and CEO.• Manage and develop (1) direct report.Requirements:• Bachelor’s degree, MBA or advanced degree preferred.• 10+ years of work experience in innovation product marketing (5+ years specific to beauty categories 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 category and mass market landscape is desired with expertise of customer-driven marketing strategies.• Thrives in fast-paced and ever-changing environment, flexible with the ability to 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 evening meetings.$155,000 - $185,000 a yearThe base salary range for this role is listed above. Total compensation includes base salary, annual company-based performance bonus, and equity. Under e.l.f.’s annual bonus program, employees are eligible to earn up to 200% of their target bonus when company performance exceeds defined goals. In addition, e.l.f. provides a variety of other benefits to employees, including medical, dental, and vision insurance, a retirement savings plan, gender neutral parental leave, and unlimited paid time off. The amount of total compensation (including base salary) offered will be based on a wide range of factors, including geographic location, experience, specific skills, and qualifications.Compensation components are subject to change at the company’s discretionThis 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.e.l.f. Beauty respects your privacy. Please see our Job Applicant Privacy Notice ( for how your personal information is used and shared.We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.