Position Summary:
As Senior Brand Manager, you will lead the go-to-market strategy for product launches and brand campaigns, ensuring every introduction reflects Well People’s commitment to high-performance, plant-powered, multi-functional makeup and skincare essentials.
You will shape launch and campaign strategies from insight to execution—bringing together Well People’s brand superpowers (clean, plant-powered, derm-developed formulas), storytelling, and community to create meaningful brand moments across channels. From concept to shelf to social, you will ensure campaigns are cohesive, educational, and commercially impactful—while staying true to Well People’s mission to raise the standard for clean beauty. You are deeply product-obsessed—excited to translate ingredient innovation, formula performance, and real consumer needs into launches that feel both purposeful and irresistible.
This role sits at the intersection of brand strategy, product innovation, creative development, and execution, helping define how Well People shows up consistently and credibly across consumer touchpoints and retail environments.
As part of the e.l.f. Beauty family, you’ll move at e.l.f. speed—combining entrepreneurial thinking with operational excellence to help drive the next phase of Well People’s growth.
You’ll play a key role in shaping how Well People shows up in the world—partnering across teams to ensure our launches, storytelling, and brand moments reflect both our mission and the evolving needs of our community.Responsibilities:
- Own Go-to-Market Strategy: Own end-to-end go-to-market planning for key launches and campaigns—from positioning and messaging to cross-channel rollout and post-launch performance analysis.
- Drive Brand & Business Growth: Partner cross-functionally with Integrated Communications, Innovation, Creative, Sales, Digital, Integrated Marketing, Finance, and Legal to bring launches and campaigns to life while driving measurable brand and business impact.
- Shape Plant-Powered + Multi-functional Storytelling: Translate Well People’s clean, plant-powered formulations and ingredient innovation into compelling stories that educate, empower, and build trust with our community.
- Impact Cultural Brand Moments: Identify opportunities for Well People to show up meaningfully across culture, creators, and community—ensuring launches feel relevant, shareable, and authentically connected to our audience.
- Orchestrate Launch Excellence: Align teams on timelines, assets, and activation plans to ensure seamless execution and a cohesive brand presence across channels and retail partners.
- Turn Insights into Strategy: Leverage consumer insights, skincare trends, cultural signals, and competitive analysis to inform strategy and spark innovation.
- Champion the Brand Voice: Act as a steward of the Well People brand across all touchpoints—from retailer sell-in materials to creator partnerships to internal communications.
- Build Scalable Systems: Develop launch playbooks, frameworks, and processes that improve efficiency, consistency, and speed-to-market across GTM initiatives.
- Lead with Financial Discipline: Manage launch budgets, track performance and ROI, and optimize investments to maximize both brand impact and commercial results.
- Own the Room: Lead presentations and working sessions that align stakeholders, inspire partners, and mobilize teams around clear strategies and strong execution.
- Write Supercharged Briefs: Develop clear, inspiring briefs for creative teams, agencies, and retail partners that set the foundation for exceptional work.
- Shape the Brand Roadmap: Partner with leadership to define long-term brand strategies that balance consumer relevance, retail opportunity, and strong business performance.
- Drive Sampling Strategy: Lead sampling programs with agency partners to increase brand awareness, product trial, and reviews within our key consumer segments.
Requirements:
- First and foremost, you’re a bold disruptor with a kind heart and an affinity for raising clean beauty standards
- 6–8 years of brand management or go-to-market experience (beauty, skincare, CPG, or lifestyle brands preferred)
- Startup experience highly preferred: you love solving problems, building from scratch, wearing multiple hats, and moving at e.l.f. speed
- Strong ability to balance strategic thinking with hands-on execution
- Deep understanding of consumer insights, skincare trends, and digital-first marketing ecosystems
- Curiosity around ingredients, formulation, and product performance, with the ability to translate technical information into clear, engaging storytelling and education
- Highly collaborative, agile, and comfortable navigating ambiguity in a fast-growing environment
- A builder’s mindset with a passion for creating structure, processes, and impact from the ground up
Skills Required
- 6-8 years of brand management or go-to-market experience
- Start-up experience preferred
- Strong strategic thinking and execution abilities
- Understanding of consumer insights and digital marketing
- Ability to translate technical information into storytelling
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.
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