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Ellie Off

Vice President, Innovation
e.l.f. Cosmetics

As Vice President, Innovation at e.l.f. Cosmetics, Ellie B. Off is responsible for leading the innovation team and delivering over 100 items per year so that e.l.f. can continue to delight the makeup enthusiast with first to mass innovation. Since 2014, Ellie has increased e.l.f.’s output, speed, rigor, and innovation capabilities through a lean stage gate process and formalized new product idea collection. She also established an innovation pillar strategy to guide new product development, including a focus on “first to mass” innovation. She led the introduction of e.l.f. into the skin care segment, and during the first year of launch, the Daily Hydration Moisturizer won an Allure "Best of Beauty".  Prior to e.l.f., Ellie worked at Shiff Nutrition (SHF), where she led the company’s largest brand, Move Free, and reversed negative business trends to deliver 18% sales growth. Schiff was sold to Reckitt Benckiser in December 2012, and in 22 months, enterprise value increased 7.5x from 190M to 1.45B. Ellie began her innovation and marketing career at Procter and Gamble on the Always and Pringles brands. Ellie holds a B.A. in Geography from Dartmouth College, and an M.B.A from the Darden School of Business at the University of Virginia. 

Ellie Off