Associate Director, Social & LIVE Commerce

Job title: Associate Director, Social & LIVE Commerce

About the Role

We're looking for an Associate Director, Social & LIVE Commerce to shape how consumers discover, engage, and shop across social platforms globally. This role will scale 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 strategy, execution, and operational excellence behind LIVE commerce programs that blend entertainment, community, creators, and conversion.

What You'll Do

• 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.

• What We're Looking For

• 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 insights.

• Compensation & Benefits

• Total compensation philosophy includes competitive pay and benefits, bonus eligibility, equity, flexible time off, year-round half-day Fridays, and a hybrid 3 days in office, 2 days at home.