The Associate Director, Brand Marketing for Naturium will define global brand strategy and oversee brand identity, ensuring effective go-to-market initiatives and integrated campaigns for the body care category.
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, 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 29 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:
Are you obsessed with body care? Do you live for the cultural moment, the brand world, and the kind of storytelling that makes people feel something and then buy something? Do you want to build a brand, not just run a campaign?
Naturium is seeking an Associate Director, Brand Marketing – Body Category to define and drive the global brand strategy and go-to-market vision for our body care portfolio. This is a high-impact role for a brand world builder, someone who can construct the creative and strategic architecture that makes a category feel inevitable, then activate it with precision across markets and channels.
You will own the global brand identity for Naturium body: what it stands for, how it speaks, and where it shows up. You will set the go-to-market vision, shaping how the body brand lands with consumers at every touchpoint from retail floors to cultural conversations. Reporting to the Global Brand Lead, this role operates at the highest level of brand thinking while remaining deeply connected to how strategy converts to real-world brand resonance.
Responsibilities:
- Define and own the global brand strategy for the Naturium body category establishing the brand world, narrative architecture, and long-range vision
- Develop brand positioning, messaging frameworks, and creative territories that are distinctly ownable for body
- Identify whitespace opportunities in the body category and consumer landscape that the brand can meaningfully own
- Serve as the global brand authority for body the final word on how the brand shows up across every market, channel, and partner
- Architect the world of Naturium body: the aesthetic, the voice, the values, and the emotional territory the brand inhabits
- Develop and steward brand guidelines and creative standards that give the body category a coherent, magnetic identity across global touchpoints
- Shape the cultural brand calendar identifying tentpole moments, cultural conversations, and brand-right opportunities that bring the body world to life
- Forge brand partnerships, collaborator relationships, and cultural alliances that expand the body brand's universe and deepen consumer connection
- Champion a brand-first approach to every consumer touchpoint, ensuring the body category has a distinct, consistent presence that is unmistakably Naturium
- Lead the strategic development of 360° brand campaigns for the body category setting the creative vision, brand narrative, and cultural ambition from brief through execution
- Partner with Creative, Social, PR, and Media teams to deliver campaigns that are culturally resonant, globally scalable, and unmistakably on-brand
- Define the strategic role of each campaign moment within the larger brand narrative arc for the year
- Own the go-to-market vision for the Naturium body category defining annual and seasonal brand strategies that translate global positioning into commercially powerful US market activation
- Shape the strategic narrative for how the body brand enters, shows up, and wins in the US retail environment across mass, specialty, and DTC
- Set the strategic direction for key retail brand moments with partners ensuring the body brand shows up with power and coherence at every touchpoint
- Manage and optimize regional marketing investment across campaigns, launches, and activations, ensuring strong ROI and disciplined financial stewardship
- Define brand health metrics and success criteria that measure the strength of the body brand world, not just campaign outputs
- Leverage consumer, cultural, and competitive intelligence to continuously sharpen brand strategy and GTM vision
- Build clear, compelling brand narratives for leadership that connect brand equity building to long-range business growth
- Apply a rigorous, insight-led lens to ensure the body brand strategy remains culturally relevant and commercially sharp
- Act as the strategic center of gravity for the body category aligning Global Brand, Creative, Sales, Retail, Integrated Communications, and Consumer Insights teams around a unified brand vision
- Champion the consumer and culture at every cross-functional table, ensuring brand decisions are rooted in deep market and human understanding
- Mentor junior brand talent and cultivate a team culture defined by strategic rigor, creative ambition, and brand obsession
Global Body Category Brand Strategy
Brand World Building & Integrated Campaigns
Go-To-Market Vision & Strategy
Brand Performance & Insight
Cross-Functional & Enterprise Leadership
Requirements:
- 8–10+ years of brand strategy, brand management, or integrated brand marketing experience within beauty, personal care, or high-growth consumer brands
- Proven track record building brand worlds not just executing campaigns with deep experience in brand positioning, architecture, and creative strategy
- Demonstrated success developing and owning go-to-market brand vision for the US market, including experience with mass, specialty, and DTC retail environments
- Experience with key US retail partners (Target, Sephora, Ulta, and/or DTC) required
- Strong understanding of the body care category, consumer behavior, and cultural trends
- A genuine cultural antenna. You know what's happening in beauty, wellness, and broader culture, and you know how to make a brand part of the conversation
- Demonstrated ability to influence senior cross-functional and global stakeholders through strategic clarity and compelling brand storytelling
- Experience working with internal creative teams and external agency partners to deliver high-impact brand work
- Hands-on experience using or evaluating generative AI tools in a brand or creative strategy context
- Strong financial acumen with experience managing brand investment and performance metrics
- Exceptional communicator written, verbal, and visual with the ability to build and sell a brand vision to any audience
- Highly strategic with strong executional instinct; you can write the brand manifesto and make sure it gets built
- 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.
E.L.F. Beauty Oakland, California, USA Office
570 10th Street, Oakland, CA, United States, 94607
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