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, 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 26 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.
Job Summary:
Are you obsessed with skincare?
Do you live for ingredient deep dives, launch moments, and the thrill of creating the next cult-favorite product? Do you want to shape campaigns and brand moments that move culture—not just the calendar?
Naturium is seeking an Associate Director, of Brand Marketing to own and elevate our skincare portfolio. This is a high-impact role at the center of brand strategy, product storytelling, and integrated campaign execution. You’ll work cross-functionally with Brand, Product, Creative, and Commercial teams to bring high-performance, accessible skincare to life.
This role is ideal for a modern brand builder who blends creative instinct with analytical rigor - and knows how to turn product truth into crave-worthy brand moments. This role is responsible for end-to-end brand leadership for assigned skincare categories, from positioning and messaging to campaign development, launch execution, and ongoing brand stewardship. Reporting to the Global Brand Lead, this role sits at the intersection of brand strategy, product marketing, creative development, and data - ensuring every consumer touchpoint reflects Naturium’s core values: skin literacy, biocompatible efficacy, and accessibility.
Responsibilities:
Category Brand Leadership
- Own the brand strategy and narrative for assigned skincare categories, translating product innovation into clear, compelling consumer storytelling
- Develop positioning, messaging frameworks, and creative territories that ladder up to the master brand while differentiating each category
- Serve as the brand authority for your categories, ensuring consistency across channels, markets, and partners
Integrated Campaigns & Launches
- Lead 360° campaign development for major product launches and tentpole brand moments—from briefing through execution and optimization
- Partner closely with Creative, Social, PR, and Media teams to deliver cohesive, culturally relevant campaigns
- Ensure campaigns are designed to scale globally while allowing for channel and market nuance
Product Storytelling & Go-To-Market
- Collaborate with Product Development to shape the innovation pipeline, including naming, claims, packaging storytelling, and education
- Translate complex formulations and ingredient science into accessible, emotionally resonant consumer messaging
- Own launch readiness across all consumer touchpoints, including retail, digital, and earned channels
Data-Driven Brand Management
- Define success metrics for campaigns and launches; analyze performance and apply learnings to future initiatives
- Leverage consumer, category, cultural, and performance insights to sharpen strategy and creative direction
- Build clear, compelling narratives for leadership that connect brand building to business impact
Cross-Functional Leadership
- Act as connective tissue across Brand, Creative, Product, Sales, Retail, and Global teams
- Influence without authority, driving alignment and momentum across diverse stakeholders
- Mentor junior team members and contribute to a culture of curiosity, rigor, and creative excellence
Requirements:
- 7–10+ years of experience in brand management, product marketing, or integrated marketing (consumer or beauty preferred)
- Proven experience leading product launches and integrated brand campaigns
- Strong understanding of skincare categories, consumer behavior, and cultural trends
- Demonstrated success working cross-functionally with creative, product, and commercial teams
- Hands-on experience using or evaluating generative AI tools in a marketing or creative context
- Beauty or skincare category experience strongly preferred
- Experience working with internal creative teams and external agencies
- Strong strategic thinking paired with excellent executional discipline
- High level of comfort with data, insights, and performance storytelling
- Clear, confident communicator with strong presentation and stakeholder management skills
- Retail experience (Target, Sephora, Ulta, and/or DTC) a plus.
