Director of Innovation Product Marketing for Keys Soulcare and Well People

3 days ago

Oakland, California, United States E.L.F. Beauty, Inc. Full time
About the Opportunity

e.l.f. Beauty, Inc. is seeking a highly skilled and experienced Director of Innovation Product Marketing to lead the development and implementation of the global innovation product marketing strategy and product portfolio for Keys Soulcare and Well People.

Key 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.
  • 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 Well 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 Executive Team and Stage Gate meetings that involve CMO and CEO.
  • Manage and develop (12) 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. Multicategory 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.

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