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Ellie Off, VP, Innovation

Ellie Off

VP, Innovation, e.l.f. Beauty

As Vice President, Innovation at e.l.f. Beauty, Ellie Off is responsible for leading the innovation team to deliver over 100 items per year so that e.l.f. can delight the makeup enthusiast with innovative, high quality cosmetics and skin care at an extraordinary value. During her four years at e.l.f., the brand has increased output, speed, rigor, and innovation capabilities, going from an initial idea to selling in as few as 13 weeks. Ellie 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 was Senior Brand Manager of the Move Free Brand at Schiff Nutrition, where she restaged the brand and reversed negative business trends to deliver sales growth. Ellie began her innovation and marketing career at Procter and Gamble on the Always and Pringles brands. Ellie holds a A.B. in Geography from Dartmouth College, and an M.B.A from the Darden School of Business at the University of Virginia.