Director, Innovation Product Marketing

About the role

e.l.f. Beauty is seeking a Director of Innovation Product Marketing to spearhead the go-to-market strategy for new and emerging product launches spanning the entire company portfolio. This role sits at the crossroads of marketing, product development, and brand strategy, shaping how innovative beauty offerings are introduced to and embraced by consumers. The Director will be responsible for crafting compelling messaging, defining market positioning, and directing campaign efforts for products that embody the company's deep commitment to clean, cruelty-free beauty delivered at accessible price points. You will collaborate closely with cross-functional partners across product, creative, sales, and retail teams to ensure that new concepts move smoothly from initial ideation all the way through to meaningful shelf impact and strong consumer adoption.

Key facts

What you'll do

• Lead the full end-to-end marketing strategy for innovation product launches spanning all e.l.f. beauty brands and sub-brands
• Develop compelling product narratives and market positioning that resonate deeply with diverse consumer segments across multiple channels
• Partner closely with product development and R&D teams to define comprehensive go-to-market plans for new and improved formulations
• Drive creative and data-informed campaigns that highlight the company's clean, cruelty-free beauty values and its commitment to accessible pricing
• Analyze evolving market trends and consumer insights to identify clear opportunities for expanding into new product categories and segments
• Coordinate directly with sales and retail partners to ensure effective execution of both in-store and digital launch strategies
• Manage cross-brand collaboration efforts to maximize visibility and awareness for launches across e.l.f. Cosmetics, e.l.f. SKIN, and other portfolio brands
• Oversee detailed budget planning and strategic allocation for all innovation marketing initiatives while consistently tracking return on investment
• Present launch strategies, performance dashboards, and progress reports to senior leadership on a regular and predictable cadence
• Champion an organizational culture rooted in experimentation, rapid iteration, and continuous improvement across all product marketing approaches

Requirements

• Bachelor's degree in marketing, business, communications, or a closely related field is required for this position
• A minimum of 8 or more years of hands-on experience in product marketing, brand management, or beauty marketing
• Demonstrated track record of successfully launching new products within the cosmetics, skincare, or broader beauty industry
• Strong and current understanding of clean beauty trends, cruelty-free certification standards, and the consumer wellness movement
• Excellent written and verbal communication skills with a proven ability to craft persuasive and memorable product stories
• Substantial experience managing cross-functional teams and collaborating effectively with product development, sales, and creative departments
• Proficiency in analyzing complex market data and translating actionable insights into well-informed and effective marketing strategies
• Ability to thrive and maintain high performance in a fast-paced environment with multiple concurrent product launches running simultaneously

Nice to have

• MBA or an advanced degree in marketing, business administration, or a related quantitative discipline
• Prior experience working with direct-to-consumer beauty brands and digital-first go-to-market distribution models
• Familiarity with the complete e.l.f. Beauty portfolio including e.l.f. Cosmetics, e.l.f. SKIN, Well People, Naturium, and rhode skin brands
• Demonstrated background in managing influencer partnerships or social media-driven product launch campaigns that generated measurable results

Skills & tools

• Strategic product marketing and brand positioning expertise with a focus on innovation-led growth
• Consumer insights analysis and advanced market research methodologies applied to beauty and personal care categories
• Campaign planning and budget management across multiple marketing channels including digital, retail, and experiential
• Cross-functional team leadership and stakeholder communication skills demonstrated at the director level or above
• Working knowledge of clean beauty formulations, ingredient transparency standards, and regulatory compliance requirements
• Proficiency in marketing analytics platforms and product launch performance tracking tools for measuring campaign success

Practical notes

• This role is based in Oakland, California and follows a hybrid work arrangement of three days in office and two days working from home
• e.l.f. Beauty offers competitive total compensation packages that include bonus eligibility at 200% of target over the last seven fiscal years, equity participation, and flexible time off
• All full-time employees enjoy year-round half-day Fridays as a standard benefit within the company's workplace flexibility program
• The company has achieved 30 consecutive quarters of net sales growth, reported $1.6 billion in net sales in Fiscal Year 26, and is the number two mass cosmetics brand in the US

About the company

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