Senior Director, Brand

About the company

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, Keys Soulcare, a groundbreaking lifestyle beauty brand created with Alicia Keys and Naturium, high-performance, biocompatible, and accessible skincare. We have annual revenues of ~$500 million and our business performance has been nothing short of extraordinary with 17 consecutive quarters of net sales growth as we have grown to #4 mass cosmetics brand in the US and are the fastest growing brand among the top 5. Our total compensation philosophy offers every new hire competitive pay and benefits, bonus eligibility (200% of target over the last four fiscal years), equity given to every full-time employee as a part of their new hire package, 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.

About the role

We are seeking an experienced Senior Director, Brand to support the development and growth of the Keys Soulcare brand. This is a highly visible leadership role within the organization and externally with a global icon and her management team.

The Senior Director, Brand will be our biggest brand advocate and steward, and act as key leader on the marketing team who will shape and execute the strategic direction of the brand, drive marketing calendars, sharpen brand communication, and lead the complete 360 go-to-market strategies leveraging insights and analytics to support our brand vision, values, and business objectives. This individual will be able to command teams to meet goals with clear, strategic direction and monthly priorities while working closely with our brand partners and cross-functional teams to drive trial and brand discovery through compelling storytelling to build broader awareness.

Responsibilities include Brand Marketing, Social Media, PR, Influencer Marketing, and Trade support. The Senior Director, Brand will also act as a key contributor to innovation planning meetings to shape portfolio health and ensure focused product innovation in key strategic and competitive categories, as well as partner with Sales and Ecommerce to help drive our channels (keyssoulcare.com, Ulta, Douglas, Sephora Canada).

The ideal candidate is a seasoned strategic and creative marketer, with excellent communication and relationship management skills and experience managing multiple partners and stakeholders. S/he will need to possess superior organizational skills and critical thinking to drive storytelling, strategy, and results. This role requires a forward thinker that readily embraces new challenges and can drive impact with momentum. This role requires strong collaboration across all cross-functional teams including Creative, eCommerce and Digital, Visual Merchandising, Product Marketing, and Finance, as well as external partners, to create a strong, seamless brand execution and experience across all touchpoints along the consumer decision journey.

This role is based in our New York, NY office which is open in a hybrid model of three days in the office and two days at home.

Detailed Responsibilities and Requirements

Responsibilities

• Lead the brand strategy development, positioning and messaging across all touchpoints including digital, social, in-store merchandising, packaging, and events within NA & globally.
• Be the brand steward and biggest champion of the brand within the organization.
• Ensure brand messaging resonates with our target audience and effectively communicates our brand’s unique value proposition in a compelling way.
• Effectively balance the business strategy with the vision of our Global icon and Creative Director
• Drive marketing calendars and complete 360 go-to-market strategies leveraging insights and analytics to achieve our brand and business goals, with a focus on increasing Brand Awareness
• Command teams to meet goals with clear, strategic direction and monthly priorities.
• Work closely with brand partners and cross-functional teams to drive trial and brand discovery, compelling storytelling & campaigns to build sustained broader awareness.
• Oversee briefs and drive statuses with cross-functional teams to ensure alignment, best-in-class execution, and adherence to deliverables.
• Identify partnerships and manage integrated marketing campaigns that effectively drive brand awareness and engage our target audience.
• Deliver end-to-end campaign plans across all channels (.com, retailers/ visual merchandising, social, etc.)
• Manage internal and external brand, social media, PR, influencer marketing teams/agencies, fostering a collaborative and creative work environment.
• Lead the overall Brand Communications and PR strategy.
• Oversee the Keys Soulcare social strategy, content, and community management to effectively communicate, educate and engage audiences in the story of our brand and product offerings.
• Grow and drive our Lightworker (influencer) community to amplify the brand story, accelerate awareness and incite new audiences to discover and engage with the brand.
• Act as a key contributor to innovation planning meetings to shape portfolio health and ensure focused product innovation in key strategic and competitive categories.
• Leverage consumer and market insights unique to each brand to tap new opportunities to deepen penetration with focused audience targets.
• Collaborate with sales teams to focus efforts to boost productivity and sell thru at retail.
• Lead the development and implementation of retailer presentations, as well as launch playbooks that consolidate product details, message hierarchy, marketing concept, visual assets, and go-to-market strategy.
• Monitor and report on KPIs and the effectiveness of marketing initiatives, using data to inform future marketing strategies.
• Prepare regular business reports for management and stakeholder meetings.

Requirements

• BA or BS required
• 10+ years of brand marketing experience within prestige beauty preferred.
• Strong leadership and people management with the ability to influence and work with and through cross-functional partners to advance the needs of the business
• Must be flexible and be able to operate with urgency in a fast-paced environment
• Must be a self-starter, able to manage through ambiguity and complexity.
• Experience developing multifaceted, innovative brand campaigns and product launch strategies, with the goal of raising brand awareness and driving new customer acquisition.
• Experience with agency management and ownership of marketing budgets.
• Results-oriented mindset with a focus on driving sales and brand awareness.
• Bias towards bold action and ability to execute with quality and speed.
• Ability to think creatively, build compelling, fresh ideas with a discerning brand eye.
• Must be team-oriented, responsive, comfortable collaborating and driving integration.
• Excellent written and verbal communication skills; must be able to bring strategic thinking and advanced design to presentation decks using Keynote and PowerPoint.
• Thorough knowledge of market and consumer trends and a strong pulse on new launches, industry trends, as well as social and cultural conversations.
• Authentic connection to our brand ethos and vibe of our Founder

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 principle 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 supervisors’ discretion.

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E.L.F. BEAUTY