Associate Director, Social & Live Commerce

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.