Associate Director, PR + Influencer, Naturium
e.l.f. Beauty
New York, NY
Today
marketing
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.
Visit our Career Page to learn more about our team: https://www.elfbeauty.com/work-with-us
Position Summary:
Naturium is looking for an Associate Director, PR + Influencer to lead our earned media and creator strategy as we continue to scale globally across the U.S., U.K., and E.U. This role will own the day-to-day strategy and execution of consumer PR and influencer programs—bringing our products, ingredients, and point of view to life through thoughtful storytelling, meaningful creator relationships, and culturally relevant moments.
This role is for someone who deeply understands the beauty landscape and believes credibility, education, and community are just as powerful as reach. You’ll balance strategic leadership with hands-on execution, manage agency partners, mentor a growing team, and work cross-functionally to ensure PR and influencer efforts are fully integrated into Naturium’s broader brand and growth goals.
Responsibilities:
Lead PR & Earned Storytelling
- Own Naturium’s consumer PR strategy, driving awareness, trust, and long-term brand love through earned media and storytelling
- Partner closely with our PR agency to shape pitching strategy, editor outreach, product mailings, and ongoing media engagement
- Build and nurture relationships with beauty and lifestyle editors, producers, creators, and KOLs through agency and direct collaboration
- Lead planning and execution of brand events, press moments, influencer trips, and experiential activations
- Oversee beauty awards strategy in partnership with Corporate Comms, ensuring thoughtful submissions and strong media relationships
- Manage paid broadcast opportunities and unpaid media partnerships to maximize reach while maintaining brand integrity
- Track coverage, impressions, and share of voice; clearly communicate results and insights to marketing leadership
- Own Influencer Strategy & Execution
- Lead the development and execution of a global influencer strategy that supports both brand-building and business growth
- Oversee creator partnerships across organic seeding, paid activations, whitelisting, affiliate programs, and events
- Drive influencer strategy across key platforms, with a strong focus on TikTok, YouTube, and emerging channels
- Lead influencer-driven launches and campaigns from concept through execution
- Own influencer contracting and negotiations, ensuring alignment with legal requirements, budgets, and brand standards
- Serve as the primary point of contact for creators, talent managers, and influencer agency partners
Measurement, Learning & Evolution
- Measure PR and influencer performance using tools like Tribe Dynamics and platform analytics
- Translate data into clear insights that inform optimization, storytelling, and future strategy
- Stay deeply plugged into the beauty, skincare, and creator landscape—bringing forward new ideas, platforms, and partnership models
- Establish best practices and scalable processes that allow PR and influencer programs to grow with the brand
Team & Cross-Functional Leadership
- Manage and mentor a team of managers, coordinators, and contractors, fostering a collaborative and high-performing culture
- Partner closely with Social, Brand, DTC, Corporate Comms, and Sales to ensure PR and influencer efforts are seamlessly integrated across marketing
- Contribute to key planning moments, helping define how earned media and creators support launches, campaigns, and always-on storytelling
Requirements:
- 7+ years of experience across consumer PR, influencer marketing, or integrated communications, ideally within beauty or skincare
- Proven success leading earned media programs, influencer campaigns, events, and brand activations
- Strong understanding of the beauty media landscape and creator ecosystem
- Experience managing PR and influencer agencies, budgets, and contracts
- Digital-first mindset with fluency across owned, earned, and paid media
- Strong organizational and analytical skills, with the ability to turn insights into action
- Confident communicator and relationship-builder who can influence cross-functional partners
- People-first leader who enjoys coaching and developing talent
- Thrives in a fast-paced, entrepreneurial environment and loves building something meaningful
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.
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