Associate Director, Social & Live Commerce

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

Job summary

e.l.f. Beauty is seeking an Associate Director, Social & LIVE Commerce to shape how consumers discover, engage, and shop across social platforms globally. The role focuses on scaling social commerce with a primary emphasis on TikTok Shop and LIVE selling in the U.S. and international markets.

As a key leader within the Global Social Commerce team, you will drive strategy, execution, and operational excellence behind LIVE programs that blend entertainment, community, creators, and conversion.

Qualifications

• 7+ years of experience in social commerce, LIVE commerce, digital commerce, marketplace management, influencer marketing, or related fields.
• Deep expertise in TikTok Shop, LIVE selling, creator ecosystems, and social commerce platforms.
• Proven track record scaling revenue-driving commerce programs and managing significant GMV targets.
• Strong understanding of merchandising, promotions, pricing strategies, and conversion optimization.
• Experience leading cross-functional initiatives across marketing, creative, operations, commerce, and agency partners.
• Strong analytical skills with the ability to translate performance data into actionable business decisions.
• Exceptional communication and stakeholder management skills.
• Experience managing agencies, creators, and external partners.
• Global mindset with experience supporting international markets preferred.
• Passion for beauty, culture, innovation, and the future of commerce.

Responsibilities

• Own end-to-end LIVE commerce planning, execution, operations, and performance across TikTok Shop and emerging social commerce platforms.
• Build and scale recurring weekly LIVE programming and Mega LIVE events that drive audience growth, engagement, and GMV across e.l.f. Cosmetics, e.l.f. SKIN, and future brand categories.
• Develop scalable frameworks, ways to win, and operating models that can be replicated globally as social commerce expands internationally.
• Drive international TSPs to launch and grow TikTok Shop and LIVE commerce programs in new markets worldwide.
• Lead social commerce activation plans for innovation launches, hero products, Super Brand Days, Hot Drops, New Arrivals, seasonal campaigns, and cultural moments.
• Develop merchandising, pricing, promotional, traffic, and content strategies that maximize awareness and conversion.
• Brief internal and external teams, ensuring alignment across Brand, Creative, IMC, Influencer, Commerce, and agency partners.
• Champion e.l.f.'s "One Team, One Dream" culture by bringing stakeholders together around shared goals and execution plans.
• Partner with affiliates, agencies, TikTok Shop Partners (TSPs), and influencer teams to deliver engaging, conversion-driving LIVE experiences.
• Build creator activation frameworks that connect e.l.f.'s marketing campaigns to social commerce outcomes.
• Develop innovative storytelling formats that blend entertainment, education, and commerce.
• Own key LIVE commerce KPIs and reporting including GMV, conversion rate, view duration, CTR, follower growth, engagement, traffic efficiency, and customer acquisition.
• Develop testing roadmaps across content, hosts, promotional mechanics, incentives, and traffic strategies.
• Analyze viewer behavior and performance data to identify insights, improve operational efficiency, and establish best practices.
• Recommend and implement performance-based traffic and incentive packages to maximize ROI.
• Develop strategies to extend LIVE content beyond TikTok through simulcasting and amplification across e.l.f.'s owned and earned channels, including Instagram, Twitch, and emerging platforms.
• Partner with CRM, Beauty Squad, and Connected Commerce teams to create connected customer journeys that extend beyond the LIVE event.
• Stay ahead of emerging trends in social commerce, LIVE shopping, creator ecosystems, and platform innovation.
• Pilot new formats, technologies, and platforms that position e.l.f. as a category leader in connected commerce.
• Influence the broader social commerce roadmap by identifying scalable opportunities across markets and brands.

Skills

TikTok Shop

LIVE selling

Creator ecosystems

Social commerce platforms

Job description

Position Summary

At e.l.f. Beauty, we believe commerce is no longer a destination, it's an experience. We're looking for an Associate Director, Social & LIVE Commerce to help shape the future of how consumers discover, engage, and shop across social platforms globally.

This role will be responsible for scaling e.l.f.'s rapidly growing social commerce business, with a primary focus on TikTok Shop and LIVE selling across the U.S. and international markets. As a key leader within the Global Social Commerce team, you will drive the strategy, execution, and operational excellence behind LIVE commerce programs that blend entertainment, community, creators, and conversion.

You’ll partner cross-functionally across Brand, IMC, Creative, Digital Commerce, Influencer, and external agency partners to build scalable programs that turn launches, cultural moments, and creator communities into measurable business growth.

This role is ideal for a builder who thrives in fast-paced environments, understands both content and commerce, and is hungry to help define the next generation of connected commerce.

Responsibilities

• Own end-to-end LIVE commerce planning, execution, operations, and performance across TikTok Shop and emerging social commerce platforms.
• Build and scale recurring weekly LIVE programming and Mega LIVE events that drive audience growth, engagement, and GMV across e.l.f. Cosmetics, e.l.f. SKIN, and future brand categories.
• Develop scalable frameworks, ways to win, and operating models that can be replicated globally as social commerce expands internationally.
• Drive international TSPs to launch and grow TikTok Shop and LIVE commerce programs in new markets worldwide.
• Lead social commerce activation plans for innovation launches, hero products, Super Brand Days, Hot Drops, New Arrivals, seasonal campaigns, and cultural moments.
• Develop merchandising, pricing, promotional, traffic, and content strategies that maximize awareness and conversion.
• Brief internal and external teams, ensuring alignment across Brand, Creative, IMC, Influencer, Commerce, and agency partners.
• Champion e.l.f.'s "One Team, One Dream" culture by bringing stakeholders together around shared goals and execution plans.
• Partner with affiliates, agencies, TikTok Shop Partners (TSPs), and influencer teams to deliver engaging, conversion-driving LIVE experiences.
• Build creator activation frameworks that connect e.l.f.'s marketing campaigns to social commerce outcomes.
• Develop innovative storytelling formats that blend entertainment, education, and commerce.
• Own key LIVE commerce KPIs and reporting including GMV, conversion rate, view duration, CTR, follower growth, engagement, traffic efficiency, and customer acquisition.
• Develop testing roadmaps across content, hosts, promotional mechanics, incentives, and traffic strategies.
• Analyze viewer behavior and performance data to identify insights, improve operational efficiency, and establish best practices.
• Recommend and implement performance-based traffic and incentive packages to maximize ROI.
• Develop strategies to extend LIVE content beyond TikTok through simulcasting and amplification across e.l.f.'s owned and earned channels, including Instagram, Twitch, and emerging platforms.
• Partner with CRM, Beauty Squad, and Connected Commerce teams to create connected customer journeys that extend beyond the LIVE event.
• Stay ahead of emerging trends in social commerce, LIVE shopping, creator ecosystems, and platform innovation.
• Pilot new formats, technologies, and platforms that position e.l.f. as a category leader in connected commerce.
• Influence the broader social commerce roadmap by identifying scalable opportunities across markets and brands.

Requirements

• 7+ years of experience in social commerce, LIVE commerce, digital commerce, marketplace management, influencer marketing, or related fields.
• Deep expertise in TikTok Shop, LIVE selling, creator ecosystems, and social commerce platforms.
• Proven track record scaling revenue-driving commerce programs and managing significant GMV targets.
• Strong understanding of merchandising, promotions, pricing strategies, and conversion optimization.
• Experience leading cross-functional initiatives across marketing, creative, operations, commerce, and agency partners.
• Strong analytical skills with the ability to translate performance data into actionable business decisions.
• Exceptional communication and stakeholder management skills.
• Experience managing agencies, creators, and external partners.
• Global mindset with experience supporting international markets preferred.
• Passion for beauty, culture, innovation, and the future of commerce.

$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.

This job description is intended to describe the general nature and level of work being performed in this position. It also reflects the general details considered necessary to describe the principal functions of the job identified, and shall not be considered, as detailed description of all the work required inherent in the job. It is not an exhaustive list of responsibilities, and it is subject to changes and exceptions at the supervisors’ discretion.

e.l.f. Beauty respects your privacy. Please see our Job Applicant Privacy Notice (www.elfbeauty.com/us-job-applicant-privacy-notice) for how your personal information is used and shared.