Sr. Manager, Brand, Well People

Senior Brand Manager

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, Naturium, high-performance, biocompatible, clinically-effective and accessible skin care, and our newest brand, rhode, 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 time.

In our Fiscal year 25, we had net sales of $1 Billion and our business performance has been nothing short of extraordinary with 29 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 six 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.

Position Summary:

As Senior Brand Manager, you will lead the go-to-market strategy for product launches and brand campaigns, ensuring every introduction reflects Well People's commitment to high-performance, plant-powered, multi-functional makeup and skincare essentials.

You will shape launch and campaign strategies from insight to execution—bringing together Well People's brand superpowers (clean, plant-powered, derm-developed formulas), storytelling, and community to create meaningful brand moments across channels. From concept to shelf to social, you will ensure campaigns are cohesive, educational, and commercially impactful—while staying true to Well People's mission to raise the standard for clean beauty. You are deeply product-obsessed—excited to translate ingredient innovation, formula performance, and real consumer needs into launches that feel both purposeful and irresistible.

This role sits at the intersection of brand strategy, product innovation, creative development, and execution, helping define how Well People shows up consistently and credibly across consumer touchpoints and retail environments.

As part of the e.l.f. Beauty family, you'll move at e.l.f. speed—combining entrepreneurial thinking with operational excellence to help drive the next phase of Well People's growth.

You'll play a key role in shaping how Well People shows up in the world—partnering across teams to ensure our launches, storytelling, and brand moments reflect both our mission and the evolving needs of our community.

Responsibilities:

• Own Go-to-Market Strategy: Own end-to-end go-to-market planning for key launches and campaigns—from positioning and messaging to cross-channel rollout and post-launch performance analysis.
• Drive Brand & Business Growth: Partner cross-functionally with Integrated Communications, Innovation, Creative, Sales, Digital, Integrated Marketing, Finance, and Legal to bring launches and campaigns to life while driving measurable brand and business impact.
• Shape Plant-Powered + Multi-functional Storytelling: Translate Well People's clean, plant-powered formulations and ingredient innovation into compelling stories that educate, empower, and build trust with our community.
• Impact Cultural Brand Moments: Identify opportunities for Well People to show up meaningfully across culture, creators, and community—ensuring launches feel relevant, shareable, and authentically connected to our audience.
• Orchestrate Launch Excellence: Align teams on timelines, assets, and activation plans to ensure seamless execution and a cohesive brand presence across channels and retail partners.
• Turn Insights into Strategy: Leverage consumer insights, skincare trends, cultural signals, and competitive analysis to inform strategy and spark innovation.
• Champion the Brand Voice: Act as a steward of the Well People brand across all touchpoints—from retailer sell-in materials to creator partnerships to internal communications.
• Build Scalable Systems: Develop launch playbooks, frameworks, and processes that improve efficiency, consistency, and speed-to-market across GTM initiatives.
• Lead with Financial Discipline: Manage launch budgets, track performance and ROI, and optimize investments to maximize both brand impact and commercial results.
• Own the Room: Lead presentations and working sessions that align stakeholders, inspire partners, and mobilize teams around clear strategies and strong execution.
• Write Supercharged Briefs: Develop clear, inspiring briefs for creative teams, agencies, and retail partners that set the foundation for exceptional work.
• Shape the Brand Roadmap: Partner with leadership to define long-term brand strategies that balance consumer relevance, retail opportunity, and strong business performance.
• Drive Sampling Strategy: Lead sampling programs with agency partners to increase brand awareness, product trial, and reviews within our key consumer segments.

Requirements:

• First and foremost, you're a bold disruptor with a kind heart and an affinity for raising clean beauty standards
• 6–8 years of brand management or go-to-market experience (beauty, skincare, CPG, or lifestyle brands preferred)
• Startup experience highly preferred: you love solving problems, building from scratch, wearing multiple hats, and moving at e.l.f. speed
• Strong ability to balance strategic thinking with hands-on execution
• Deep understanding of consumer insights, skincare trends, and digital-first marketing ecosystems
• Curiosity around ingredients, formulation, and product performance, with the ability to translate technical information into clear, engaging storytelling and education
• Highly collaborative, agile, and comfortable navigating ambiguity in a fast-growing environment
• A builder's mindset with a passion for creating structure, processes, and impact from the ground up

$105,000 - $140,000 a year

The 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 discretion

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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