Associate Director, Social & Live Commerce

E.L.F. BEAUTY

Associate Director at e.l.f. Beauty spearheading social and LIVE commerce initiatives across global platforms.

Posted 6/12/2026full-timeNew York City • New York • 🇺🇸 United StatesSenior💰 $130,000 - $160,000 per yearWebsite

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Applicant Tracking System Keywords

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Hard Skills

social commerceLIVE commercedigital commercemarketplace managementinfluencer marketingmerchandisingpricing strategiesconversion optimizationperformance data analysisKPI management

Soft Skills

communicationstakeholder managementanalytical skillscross-functional leadershipteam collaborationstrategic thinkingcreativityinnovationglobal mindsetpassion for beauty

Tools & Technologies

TikTok ShopInstagramTwitchCRM systemssocial commerce platformsanalytics toolscontent management systemsinfluencer marketing platformse-commerce platformslive streaming technologies

Industry Keywords

GMVaudience engagementcreator ecosystemstraffic strategiescustomer acquisitionlive sellingemerging trendsconnected commerceperformance-based incentivesscalable frameworks

About the role

Key responsibilities & impact

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.
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

What you’ll need

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.

Benefits

Comp & perks

Total compensation includes base salary, annual company-based performance bonus, and equity.
Medical, dental, and vision insurance.
Retirement savings plan.
Gender neutral parental leave.
Unlimited paid time off.
Competitive pay and benefits.
Bonus eligibility (200% of target over the last six fiscal years).
Flexible time off.
Year-round half-day Fridays.