Director, Innovation Product Marketing

e.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 skincare, and our newest brand, rhode skin—a line of curated skincare essentials developed by Hailey Rhode Bieber. rhode skin is formulated for a variety of skin types and needs with high-performance ingredients to nourish the skin barrier over time. In Fiscal Year 2026, we achieved net sales of $1.6 billion with 30 consecutive quarters of growth. We are the #2 mass cosmetics brand in the U.S. and the fastest-growing among the top 5.

About the role

The Director of Innovation Product Marketing will lead the development and implementation of the global product marketing strategy and innovation pipeline for e.l.f. brands, focusing on driving key segments and building the brand. This role will determine new category opportunities to drive brand growth, increase market share, and help build the global innovation vision and long-term roadmap.

Responsibilities

• Lead product marketing and drive innovation pipeline across categories including color cosmetics, skin, and hair by leveraging insights and analytics to support strategic direction and priorities, with 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 identify success factors in product categories (messaging, visuals, claims) for new and existing products.
• Infuse compelling storytelling into new product launches.
• Attend quarterly innovation sessions for strategic calendar planning.
• Lead weekly cross-functional meetings, monitoring new launch forecasts with Planning and Sales teams.
• Execute new product innovation briefs with manager support and in partnership with the Product Development team, outlining strategies, positioning, target claims, key ingredients, SRP, packaging, and formula details.
• Recommend and set pricing structures for new product innovation based on positioning and competitive landscape.
• Partner with Product Development on ingredients, product formats, breakthrough innovation ideas, and review/approval of formula submissions, clinical and consumer testing parameters for product claims.
• Lead cost of goods (COGs) management, value analysis, and implementation of a feasibility approval process to ensure COGs efficiency and meet brand financial objectives, including pricing and SKU management.
• Partner with Education to guide deeper education opportunities.
• Collaborate with the Innovation Upstream manager to inform white-space opportunities based on consumer insights and social listening data.
• Design sampling strategies for new launches and core support, collaborating with Sales and Brand Marketing.
• Work with a Copywriter to develop all product copy.
• Collaborate with cross-functional teams: Creative, Sales, Brand (Go-To-Market), 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 and monthly China QA calls to stay informed of product challenges.
• Interface with quality teams to improve new and existing products.
• Champion development and execution meetings for Innovation with key cross-functional partners to achieve on-time launches.
• Prepare and facilitate Stage Gate meetings involving the President and CEO.
• Manage and develop one direct report.

Requirements

• Bachelor’s degree; MBA or advanced degree preferred.
• 10+ years of work experience in innovation product marketing, with 5+ years specific to beauty categories and a deep understanding of ingredients and market dynamics.
• Proven consumer product marketing experience, having led the entire product development cycle from concept to market introduction.
• Demonstrated ability to think strategically and translate conceptual initiatives into detailed marketing plans with support from multiple internal teams.
• Strong understanding of the beauty category and mass-market landscape, with expertise in customer-driven marketing strategies.
• Thrives in a fast-paced, ever-changing environment; flexible with the ability to manage conflicting priorities.
• Proven people-management and leadership track record.
• Strategic thinker and team player with strong organizational and detail-oriented skills; ability to manage multiple projects simultaneously.
• Excellent written, verbal, and presentation communication skills.
• Expertise in PowerPoint, Word, Excel, NPD, and Nielsen databases.
• Willingness for occasional domestic and international travel.
• Willingness to interface with the China team and attend weekly evening meetings.

Pay

The base salary range for this role is competitive. Total compensation includes base salary, an 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.

Benefits

• Medical, dental, and vision insurance.
• Retirement savings plan.
• Gender-neutral parental leave.
• Unlimited paid time off.
• Year-round half-day Fridays.
• Hybrid work environment: 3 days in-office, 2 days at home.