The Role
Lead strategic market expansion for Naturium in Canada and Mexico, driving go-to-market strategies, product launches, and retail partnerships while overseeing cross-functional collaborations and budget management.
Summary Generated by Built In
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 28 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.
Visit our Career Page to learn more about our team: https://www.elfbeauty.com/work-with-us
Position Summary:
At e.l.f. Beauty we believe in breaking boundaries—geographically, culturally, and creatively. As Director, Canada & Mexico, Naturium you will lead the strategic vision, market expansion, and commercial execution for Naturium, shaping how the brand shows up across Canada and Mexico at scale from a Brand Marketing perspective.
This role will serve as the regional marketing leader responsible for translating global priorities into locally resonant, high-impact go-to-market strategies that accelerate brand growth, deepen consumer engagement, and strengthen retail performance. You will operate as the connective force between global brand strategy and regional execution—driving market relevance, launch excellence, and
commercial outcomes across every touchpoint. The ideal candidate is a highly strategic, action-oriented leader with strong cross-
functional influence, deep market understanding, and the ability to move seamlessly from long-range planning to flawless execution in a fast-growth environment.
Responsibilities:
- Own and evolve the go-to-market vision for Canada and Mexico, developing annual and seasonal plans aligned to enterprise growth priorities, regional market dynamics, and commercial objectives.
- Identify whitespace opportunities across product categories, retail channels, and consumer segments to unlock incremental growth.
- Lead end-to-end regional launch strategy across product introductions, hero franchises, campaign localization, and retailer activation.
- Ensure launches are locally relevant, commercially impactful, and executed with excellence across all consumer and retail touchpoints.
- Act as the senior regional voice for Canada and Mexico, representing market needs, opportunities, and performance within global planning discussions.
- Influence upstream decision-making by bringing forward market intelligence, consumer insights, and competitive dynamics.
- Partner closely with Global Brand, Sales, Creative, Integrated Communications, Consumer Insights, Commercial Strategy, and Retail Marketing teams to ensure alignment and execution across all initiatives.
- Lead complex cross-functional work streams and drive decisions with speed, clarity, and accountability.
- Guide strategic collaboration with key retail and distributor partners to maximize in-market visibility, launch impact, and channel performance across mass, specialty, and e-commerce environments.
- Shape regional sell-in narratives and support key commercial moments.
- Translate regional consumer behavior, trends, and cultural moments into actionable strategies that strengthen brand resonance and competitive advantage.
- Identify emerging opportunities across creator ecosystems, local partnerships, and culturally relevant activations.
- Manage and optimize regional marketing investment across campaigns, launches, and activations, ensuring strong ROI and disciplined financial stewardship.
- Monitor performance against KPIs including sell-through, market share, awareness, retailer productivity, and launch effectiveness.
- Capture learnings and develop repeatable frameworks that improve execution and accelerate future launches across international expansion efforts.
- Provide leadership across cross-functional teams and external partners, with the potential to mentor junior talent as the regional function scales.
- Foster a high-performance, solutions-oriented environment that reflects Naturium’s entrepreneurial pace and culture.
Lead Regional GTM Strategy
Drive High-Impact Launch Excellence
Serve as Strategic Regional Leader
Elevate Cross-Functional Leadership
Strengthen Retail & Distributor Partnerships
Champion Consumer & Cultural Relevance
Own Regional Investment & Performance
Build Scalable Market Playbooks
Lead and Develop
Requirements:
- Bilingual English/Spanish speaking.
- 8–10+ years of progressive brand marketing, go-to-market, or commercial marketing experience within beauty, CPG, lifestyle, or high-growth consumer brands.
- Proven success leading regional or multi-market brand strategy across complex retail environments.
- Strong understanding of Canada and Mexico consumer dynamics, retail ecosystems, and cultural nuances.
- Demonstrated ability to influence senior cross-functional stakeholders and drive alignment across global and regional teams.
- Strong financial acumen with experience managing budgets, forecasts, and performance metrics.
- Highly strategic with strong executional depth—you can define the roadmap and drive delivery.
- Analytical, creative, and highly resourceful in a fast-paced environment.
- Ability to travel as business needs require.
The base salary range for this role is listed above.
Total compensation includes base salary, 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. In addition, e.l.f. provides a variety of other benefits to employees, including medical, dental, and vision insurance, a retirement savings plan, gender neutral parental leave, and unlimited paid time off. The amount of total compensation (including base salary) offered will be based on a wide range of factors, including geographic location, experience, specific skills, and qualifications.
Compensation components are subject to change at the company’s discretion
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 principal 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 the supervisors’ discretion.
e.l.f. Beauty respects your privacy. Please see our Job Applicant Privacy Notice (www.elfbeauty.com/us-job-applicant-privacy-notice) for how your personal information is used and shared.
Skills Required
- 8-10+ years of brand marketing experience
- Bilingual English/Spanish
- Experience in beauty or high-growth consumer brands
- Strong financial acumen
- Ability to manage budgets and performance metrics
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The Company
What We Do
e.l.f. Beauty, Inc. stands with every eye, lip, face and paw. Celebrating the beauty of every eye, lip and face is fundamental to our DNA. It’s in our name and inspires us as a company. We are committed to creating a culture internally – and in the world around us – where all individuals are encouraged to express their truest selves, are empowered to succeed and where we do the right thing for people, the planet and animals. Our deep commitment to inclusive, accessible, cruelty-free beauty has fueled the success of the e.l.f. Cosmetics brand online and at retail since 2004. With the 2020 acquisition of the pioneering clean-beauty brand W3LL People, and the new lifestyle beauty brand Keys Soulcare created with Alicia Keys, we continue to strategically expand our portfolio with brands that support our purpose and values. Our brands are widely available online, and at leading beauty, mass-market, and natural specialty retailers.
