• Deliver and exceed retail sales targets, continuously striving to improve brand ranking and market share. • Monitor weekly sales performance, analyze trends, and identify opportunities by door, district, and market; adjust strategies to maximize results. • Execute brand and retailer promotional calendars at market and door level, aligning to launches, key moments, and productivity goals. • Build and optimize team visit calendars prioritizing top doors and growth opportunities; partner in-store side-by-side with retailer teams to elevate the customer experience and drive sell-through. • Develop strong, trust-based relationships with retail leadership, selling staff, and brand partners to increase brand advocacy and visibility. • Conduct Brand Business Reviews with store and retailer leadership to align goals and build collaborative strategies to achieve them. • Ensure flawless brand presentation, visual merchandising standards, and fixture/shop maintenance; proactively surface and resolve inventory challenges. • Lead best-in-class education and sales training at store level to grow knowledge, confidence, and love for all e.l.f. Beauty brands. • Onboard and train new Brand Specialists on product knowledge, selling techniques, tools/systems (e.g., Bullhorn), and field standards. • Facilitate timely store trainings for newness, launches, and seasonal priorities; ensure consistent selling standards across all supported locations. • Provide ongoing, in-the-moment coaching on the sales floor to field and store teams and customers, elevating service and conversion. • Deliver clear, compelling brand storytelling that connects education to results and reinforces consistent execution. • Execute the in-store marketing and events calendar, including launches, promotions, and retail activations, ensuring operational excellence. • Plan and manage high-impact, sales-driven events that increase brand awareness, engagement, and retail performance; support events wherever needed. • Maintain brand standards and merchandising throughout events in partnership with retail teams; adjust staffing and tactics in real time based on performance. • Submit concise event recaps within 48 hours capturing results, wins, and opportunities to inform continuous improvement. • Role model a field-first mindset working Tuesday-Saturday & be in-store 4 days per week with 1 office day. • Lead, coach, and develop a field team (Account Coordinators and Brand Specialists) across a multi-city territory; set clear expectations and KPIs, provide ongoing feedback, and hold teams accountable for results. • Continuously recruit top talent, accelerate ramp through structured plans (e.g., 30/60/90), and foster a positive, high-performance culture that retains and grows talent. • Review weekly sales results with the team, diagnose gaps, and coach effective strategies to achieve goals. • Build and maintain strong partnerships with retailer leadership; communicate regularly on performance, initiatives, and opportunities to surpass objectives at each point of sale. • Maintain rigorous organization of training tools, gratis, TOAs, and GWPs to support execution and motivation. • Manage territory operations within company expense budgets, following established guidelines and procedures. • Provide regular reporting and insights on performance, market dynamics, competitive activity, and opportunities. • Travel 50%+ (including overnights) across the Southwest market; attend brand conferences and key events throughout the year. • Perform additional duties as needed based on skill set, market trends, and business needs to support revenue growth and operational excellence. • Meet with the RSM at least weekly to align schedules, priorities, and weekly/monthly objectives; share concise status updates and risks. • Communicate with all team members at least weekly to review goals vs. performance, clarify expectations, and address coaching needs. • Proactively alert the RSM, Account Directors, and retailer partners of out-of-stocks as they occur; track resolution and follow-up actions. • Provide a weekly summary of competitive activity, market insights, and opportunities to the RSM and relevant stakeholders. • Inform store teams well in advance of seasonal activities (e.g., direct mail, catalogs, launches, promotions) to ensure readiness, proper set-up, and strong execution.

• Drive revenue growth and market share across e.l.f. Beauty brands by delivering against retail sales goals. • Execute the in-store marketing and events calendar, and elevate brand education and selling effectiveness. • Recruit, coach, and develop a high-performing field team (Account Coordinators and Brand Specialists). • Build and nurture retailer partnerships, translating corporate priorities into scalable field programs. • Partner closely with cross-functional teams (Sales, Education, Marketing, Operations) to align initiatives, tools, and resources. • Measure success in sales achievement, productivity gains, event excellence, and capability building.

• The Area Sales Manager is responsible for the sale in their respective territories of the Company’s products and reach internal sales goals • They are also responsible for building positive relationships with practitioners and staff • This position will also contribute to developing and implementing sales strategies aligned with Company positioning and messaging • Achieving capital equipment quota for the assigned territory • Applying professional and ethical sales techniques to close sales in assigned territory • Acquiring product knowledge through product training and competitive analysis • Creating awareness and demand for the company’s products • Identifying prospective customers by following leads from existing customers, and participating in company activities • Engaging prospective customers, on a daily basis, both in person and through other methods (text, phone calls, email, video calls, in-person visits, etc.), providing technical and administrative product information, quoting appropriate customer prices and closing deals • Maintaining all quote documentation with accurate pricing and configurations • Maintaining communications with internal personnel to ensure efforts are in line with objectives • Monitoring and sharing as appropriate market conditions, product innovations, and competitors' products, prices, and sales trends • Negotiating details of contracts and payments within Company policies and Guidelines • Supporting customer success after sales or contract execution to resolve problems and to provide ongoing support • Coordinating with Sofwave Marketing to promote products and services via events, dinners, etc.

• Identify and research potential clients • Develop and maintain client relationships • Work with potential clients to identify equipment for pilots • Coordinate and assist in the successful implementation of pilots • Coordinate and assist with client stakeholders to get new products approved • Negotiate contract terms with clients and communicate with stakeholders • Make and give presentations to prospective clients and internal executives • Travel to client sites and tradeshows as needed to win new business • Assist in developing sales strategy for new products • Assist product and marketing teams in developing marketing content