Associate Director, Go-To-Market

Role Overview

• Lead Regional GTM Strategy
• 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.
• Demonstrate exceptional written communication skills, with the ability to craft clear impactful messaging tailored to audiences across the Americas.
• Develop high-quality go-to-market program decks that effectively convey strategic insights, brand priorities and regional activations plans.
• Drive High-Impact Launch Excellence
• 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.
• Serve as Strategic Regional Leader
• 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.
• Elevate Cross-Functional Leadership
• 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 workstreams and drive decisions with speed, clarity, and accountability.
• Strengthen Retail & Distributor Partnerships
• 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.
• Champion Consumer & Cultural Relevance
• 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.
• Own Regional Investment & Performance
• 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.
• Build Scalable Market Playbooks
• Capture learnings and develop repeatable frameworks that improve execution and accelerate future launches across international expansion efforts.
• Lead and Develop
• 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 e.l.f.’s entrepreneurial pace and culture.

Requirements

• Bilingual English/Spanish speaking is a must
• Understanding of French and/or Portuguese
• is a plus
• 8–10+ years of 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.

Benefits

• medical, dental, and vision insurance
• retirement savings plan
• gender neutral parental leave
• unlimited paid time off