Senior Director, Global Social Commerce

Position Summary

e.l.f. Beauty is redefining how brands connect content, creators, community, and commerce. As we continue to lead the next generation of social selling, we are seeking a Senior Director, Global Social Commerce to serve as a strategic and operational leader responsible for scaling e.l.f.'s social commerce ecosystem worldwide.

This is a highly visible leadership role and a critical partner to the VP of Global Connected Commerce. Together, you will define and execute a disruptive vision that positions e.l.f. as the category leader across TikTok Shop and emerging social commerce platforms globally.

The Senior Director will own the global social commerce strategy, commercial performance, merchandising vision, operational excellence, and organizational leadership required to scale across markets. This leader will oversee teams responsible for affiliate commerce, LIVE selling, shop operations, TikTok Shop Partners (TSPs), creator commerce, and platform expansion, while serving as the connective tissue between Brand, IMC, Influencer, Creative, Operations, Finance, and International teams.

This role requires a rare combination of strategic thinking, commercial acumen, operational rigor, and entrepreneurial leadership.

Responsibilities

Own Global TikTok Shop Growth & Commercial Performance

• Lead the global expansion and commercialization of TikTok Shop across North America, Europe, Latin America, and future markets.
• Own revenue growth, GMV, profitability, customer acquisition, and long-term platform health.
• Develop scalable growth strategies across affiliates/creator commerce, LIVE selling, paid traffic, merchandising, and promotional planning.
• Build annual operating plans and investment strategies that unlock category-leading growth.
• Develop profitable operational frameworks to deliver proof points and purchase of TikTok Shop as a commerce and content demand gen channel.



Lead Global Merchandising Strategy

• Own end-to-end merchandising strategy across social commerce platforms.
• Define how products are launched, prioritized, priced, bundled, promoted, and optimized within social commerce ecosystems.
• Partner with Product Innovation, Brand, Operations, and International teams to ensure social commerce is embedded into launch planning from inception.
• Build frameworks for hero products, viral products, new launches, and creator-led product discovery.
• Leverage data and emerging consumer signals to influence assortment and commercial strategy.



Build and Lead a World-Class Global Team

Lead a high-performing team spanning:

• Affiliate/Creator Commerce
• LIVE Commerce
• Shop Operations
• Platform Expansion
• TikTok Shop Partners (TSPs)
• Social Commerce Analytics
• Develop organizational capabilities, talent, operating models, and best practices that can scale globally.
• Foster a culture of accountability, innovation, speed, and collaboration.
• Serve as a mentor and coach, helping team members grow their careers while delivering exceptional business results.
 

Create the Global Operating System for Social Commerce

• Establish standardized processes, reporting frameworks, governance models, and performance metrics across markets.
• Lead agency and TSP strategy globally, ensuring consistent execution and best-in-class performance.
• Partner with Finance, Supply Chain, and Operations teams to ensure inventory, forecasting, fulfillment, and promotional planning support growth ambitions.
• Build scalable playbooks that allow social commerce programs to expand rapidly into new countries and categories.



Integrate Social Commerce Into the Broader Connected Commerce Ecosystem

• Ensure social commerce is fully connected to e.l.f.'s broader commerce strategy across DTC, retailer.com, Amazon, Beauty Squad, CRM, community, and emerging commerce channels.
• Partner with Brand and IMC teams to transform campaigns into commerce-driving ecosystems that connect creators, content, media, and conversion.
• Champion a "connected demand generation" mindset where social commerce serves as both a sales engine and demand-generation platform.
• Drive organizational adoption of social commerce as a core business growth driver rather than a standalone channel.
 

Shape the Future of Social Selling

• Monitor emerging technologies, platforms, creator trends, and consumer behaviors to identify the next wave of growth opportunities.
• Evaluate and pilot new social commerce platforms, creator monetization models, AI-powered commerce experiences, and live shopping innovations.
• Represent e.l.f. externally with platform partners, agencies, industry events, and strategic relationships.
• Influence platform roadmaps through strong partnerships with TikTok and future social commerce ecosystems.
Leadership Expectations
Strategic Architect; You can see around corners, identify future opportunities, and translate vision into action at an executive level.
Builder; You thrive in ambiguity, create structure where none exists, and scale businesses from emerging to enterprise.
Commercial Operator; You understand the levers that drive growth and know how to balance revenue, profitability, customer acquisition, and long-term brand value.
Connector; You bring together teams, functions, and markets to achieve outcomes that no single group could accomplish alone.
Culture Carrier; You embody e.l.f.'s values and inspire teams through humility, accountability, optimism, and action.

Requirements

10+ years of experience in digital commerce, social commerce, marketplaces, retail media, or related fields.
Deep expertise in TikTok Shop, creator commerce, affiliate ecosystems, LIVE commerce, and emerging social selling platforms, strong preference in having managed a T5 or beyond category ranking shop.
Significant experience leading high-growth commerce businesses with meaningful revenue accountability.
Proven track record building and leading high-performing teams through periods of rapid growth and transformation.
Strong merchandising, commercial planning, and promotional strategy experience.
Experience managing agencies, platform partners, and global stakeholders.
Exceptional leadership, communication, and organizational influence skills.
Strong analytical and financial acumen with the ability to connect data to business outcomes.
Global experience preferred, including launching or scaling commerce businesses across international markets.