Associate Director, Social & Live Commerce

E.L.F. BEAUTY; Oakland (CA); Hybrid; USD 180,000 - 240,000; Full time

Benefits offered by this job

Medical, dental, vision insurance

Equity and annual bonus

Unlimited paid time off

Parental leave

Retirement savings plan

Job summary

e.l.f. Beauty seeks an Associate Director of Social & LIVE Commerce to scale our global LIVE programs across TikTok Shop and new platforms. You’ll lead strategy, coordinate cross-functional teams, and partner with creators to turn launches and moments into measurable growth.

The role emphasizes a global mindset, strong analytics, and a passion for beauty innovation. Hybrid work with both in-office and at-home days is offered.

Qualifications

• 7+ years in social commerce, LIVE commerce or related fields.
• Deep expertise in TikTok Shop and LIVE selling.
• Proven track record scaling revenue and GMV targets.
• Strong merchandising, pricing, and conversion knowledge.
• Experience leading cross-functional teams and agencies.

Responsibilities

• Lead Global LIVE Commerce strategy across platforms and markets.
• Drive Go-to-Market plans for launches and seasonal campaigns.
• Scale creator-led experiences with affiliates, agencies, and partners.
• Own KPIs: GMV, conversion, view duration, CTR, and growth.
• Extend LIVE content beyond TikTok to owned/earned channels.

Skills

Social commerce

LIVE selling

Cross-functional leadership

Analytics & insights

Stakeholder management

Creator partnerships

Global markets

Tools

TikTok Shop

CRM platforms

Job description

About The Company

e.l.f. Beauty's purpose is to make the world a better place for every eye, lip, and face.

About The Company

e.l.f. Beauty's purpose is to make the world a better place for every eye, lip, and face. 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, e.l.f. Hair, Well People, Naturium and rhode. In our Fiscal year 26, we had net sales of $1.6 Billion and our business performance has been nothing short of extraordinary with 7 consecutive years of net sales growth. This consistent, category-leading growth is a testament to the strength of our team, strategy, and portfolio of brands. Our total compensation philosophy offers every full-time new hire competitive pay and benefits, bonus eligibility (200% of target over the last seven 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. Visit our Career Page to learn more about our team: https://www.elfbeauty.com/work-with-us

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

Lead e.l.f.'s Global LIVE Commerce Strategy

• 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 MegaLIVE 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.

Drive Go-to-Market Excellence

• 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.

Scale Creator-Led Commerce Experiences

• 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.

Optimize Performance & Growth

• 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.

Expand Omnichannel Reach

• 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.

Innovate for the Future

• 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.

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.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.