Associate Director, Loyalty & Consumer Engagement

e.l.f. Beauty; New York (NY); On-site; USD 130,000 - 160,000; Full time

Benefits offered by this job

Medical, dental, and vision insurance

Unlimited paid time off

Retirement savings plan

Job summary

e.l.f. Beauty in New York is seeking an Associate Director for their Beauty Squad program. This role involves strategic leadership, managing member engagement, and driving the growth of a digital community that connects consumers through rewards and experiences.

The ideal candidate will have extensive experience in loyalty programs and a strong background in community management. The position offers a salary range of $130,000 - $160,000, along with comprehensive benefits including medical, dental, and vision insurance.

Qualifications

• 8 years of experience in managing global loyalty or membership programs.
• Experience operating within consumer brands, retail, or community-driven businesses.
• Proven track record of growing active users and retention.

Responsibilities

• Drive member growth and engagement for e.l.f.’s Beauty Squad.
• Own rewards strategy and community engagement.
• Lead the team responsible for loyalty operations and member interaction.

Skills

Strategic thinking

Team leadership

Community management

Analytical skills

CRM management

Education

Bachelor's degree in Business or related field

MBA or equivalent advanced degree

Tools

Digital marketing platforms

Analytics tools

Job description

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, 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 29 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.

Position Summary

A long‑standing platform for e.l.f. Beauty’s beauty squad is not a traditional loyalty program—it is a global community‑powered ecosystem that connects and rewards participation through commerce, content, culture, and experiences.

We are seeking a hungry leader to continue building e.l.f.’s beauty squad program in its new phase of participation rewards and membership community in beauty and at global scale.

This role requires someone who is both strategic and operational, equally comfortable shaping the future vision of loyalty while leading the day‑to‑day execution that drives member growth, engagement, retention, and lifetime value.

The Associate Director, Beauty Squad drives planning, operations, and execution of e.l.f.’s digital membership and community ecosystem.

You’ll own the end‑to‑end member experience across acquisition, engagement, rewards, community participation, gamification, and member recognition; driving active membership growth, retention, customer lifetime value, and brand advocacy.

The role manages a portfolio of touchpoints and KPIs in e.l.f.’s beauty squad connected community vision, spanning:

• Member acquisition and onboarding
• Rewards, redemption and recognition strategy
• Beauty squad community engagement and advocacy
• Reward‑based gamification and challenges
• App‑based engagement experiences and personalization
• Experiential and immersive member campaign participation
• Member feedback and advisory programs
• Retailer integration, adoption and offline engagement
• Future loyalty innovations across AI, gaming, social commerce, and emerging platforms and retailer integration

The Associate Director sets strategic priorities, supports management of investments, measures program performance, and leads a team responsible for both business‑as‑usual operations and long‑term transformation of the Beauty Squad ecosystem.

Responsibilities

Beauty Squad Platform Growth

• Define and lead the crawl/walk/run roadmap of evolving and scaling Beauty Squad as an interconnected membership ecosystem synchronized to e.l.f.’s broader community strategy
• Drive net new member acquisition, activation, engagement, retention, and lifetime value growth, measured across connected channels; DTC, Retail in‑store/online and Marketplaces (Amazon, TikTok Shop)
• Identify new opportunities to increase member participation across commerce, content, experiences, partnerships and community in partnership with Integrated Marketing Communications (IMC) team
• Own annual goals, KPIs, and investment priorities for the program; measure and monitor weekly/monthly
• Monitor competitive landscape and emerging trends across loyalty, gaming, social commerce, AI, and membership ecosystems

Member Acquisition, Engagement & Active User Growth

• Own go‑to‑market plans for monthly campaigns that focus on value gains of Beauty Squad membership and increase active participation and tie into broader US and International marketing calendars
• Lead onboarding journeys and activation programs that accelerate member engagement and synchronize seamlessly with the brand and community vision
• Partner with Commerce, Retail, IMC, International and Social Commerce teams to drive member acquisition at every customer touchpoint

Rewards, Recognition & Loyalty Innovation

• Own end‑to‑end rewards strategy including points, tiers, perks, surprise‑and‑delight, experiential rewards, and member recognition
• Continuously evolve the loyalty value proposition to remain differentiated and competitive
• Evaluate new reward structures and engagement models that increase participation and emotional loyalty
• Explore future‑facing loyalty opportunities including gamification, collectibles, immersive experiences, AI‑powered rewards, and community‑driven recognition

Community, Content & Engagement Programming

• Lead member engagement strategy across Beauty Squad's digital community ecosystem; develop programs that deepen emotional connection between members and the brand
• Support and advocate for member event inclusion, exclusive access opportunities, product testing programs, advisory panels, and community initiatives
• Establish programs that transform members into advocates, creators, and brand ambassadors

Gaming, Gamification & Emerging Experiences

• Drive member engagement through gamification, challenges, streaks, badges, quests, and interactive experiences, in partnership with IMC
• Develop engagement mechanics that increase frequency, participation, and retention
• Evaluate new technologies and experiences that strengthen Beauty Squad's role in the broader e.l.f. ecosystem

Member Experience Operations & Governance

• Own member policies, benefits, terms, and operational governance in conjunction with legal and compliance
• Oversee day‑to‑day program management, issue resolution, escalations, and member feedback processes with customer service team
• Ensure program integrity, consistency, and seamless execution across all channels with clear operational processes and measurement frameworks

Data, Analytics & Performance Management

• Define success metrics and reporting frameworks for acquisition, active users, engagement, retention, revenue contribution, and advocacy
• Leverage and closely collaborate with customer insight team to identify opportunities for growth and optimization
• Partner with Insights and Data & Analytics teams to improve segmentation, personalization, and member experiences
• Use testing, experimentation, and member feedback to drive continuous improvement

Team Leadership & Strategic Execution

• Lead, coach, and develop a high‑performing team responsible for loyalty operations, member engagement, rewards strategy, and community programming
• Create clear ownership, accountability, and growth opportunities across the team
• Balance delivering transformation with operational excellence
• Foster a culture of innovation, curiosity, accountability, collaboration, and continuous improvement
• Champion e.l.f.'s culture by leading with kindness, collaboration, humility, empathy and a growth mindset

Requirements

• Bachelor's degree in Business, Marketing, Digital Commerce, Customer Experience, or related field
• 8 years of experience in leading and managing global loyalty, membership, customer engagement, CRM, digital products, community management, or related disciplines with high volume of members
• Experience leading high‑performing teams and complex cross‑functional frameworks rooted in collaboration
• Proven track record growing membership programs, active users, retention, and customer lifetime value
• Experience operating within consumer brands, retail, beauty, hospitality, gaming, media, or community‑driven businesses

Preferred

• MBA or equivalent advanced degree
• Experience leading modern loyalty ecosystems beyond transactional rewards
• Experience with gamification, digital communities, membership platforms, mobile apps, or creator ecosystems
• Strong understanding of customer data, lifecycle marketing, personalization, and engagement strategies
• Experience influencing executive stakeholders and driving organizational change
• Strong analytical and financial acumen with ability to build business cases and prioritize investments

$130,000 - $160,000 a year

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.