The Role
The Director, Social Media & Community will lead Naturium's global social strategy, enhance community engagement, and oversee content direction, ensuring brand equity and measurable business impact.
Summary Generated by Built In
About the Company
e.l.f. Beauty, Inc. stands with every eye, lip, face and paw. 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, pioneering clean beauty brand Well People, Keys Soulcare, a groundbreaking lifestyle beauty brand created with Alicia Keys, Naturium, high-performance, biocompatible, clinically-effective and accessible skin care, and our newest brand, rhode, a line of curated skincare essentials, formulated for a variety of skin types and needs with high performance ingredients, it’s a daily routine that nourishes your skin barrier over time.
In our Fiscal year 25, we had net sales of $1 Billion and our business performance has been nothing short of extraordinary with 28 consecutive quarters of net sales growth. We are the #2 mass cosmetics brand in the US and are the fastest growing mass cosmetics brand among the top 5. Our total compensation philosophy offers every full-time new hire competitive pay and benefits, bonus eligibility (200% of target over the last six 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:
Naturium is seeking a Director, Social Media & Community Management to lead and evolve our global social presence and community ecosystem as the brand continues to scale across the U.S., U.K., and E.U.
This role will define how Naturium shows up across social platforms—shaping our voice, deepening consumer relationships, and building an engaged global skincare community rooted in education, trust, and cultural relevance. The Director will oversee platform strategy, content direction, and community engagement while ensuring social media drives both brand equity and measurable business impact.
Reporting into senior marketing leadership, this role combines strategic leadership with deep platform fluency. The ideal candidate understands that social media is not just content—it is community, conversation, and culture—and knows how to translate audience insights into meaningful brand action.
Responsibilities:
- Define and lead Naturium’s global social media strategy across TikTok, Instagram, YouTube, and emerging platforms
- Establish differentiated strategies for each platform aligned to audience behavior, platform algorithms, and brand objectives
- Drive audience growth, engagement, and brand affinity through culturally relevant and education-first storytelling
- Anticipate platform and cultural trends, ensuring Naturium remains ahead of the evolving social landscape
- Partner with Brand and Growth teams to ensure social supports product launches, innovation storytelling, and commercial priorities
- Develop and execute a global community engagement strategy aligned with Naturium’s tone of voice, brand playbook, and marketing objectives
- Establish best-in-class engagement standards across comments, DMs, tagged content, and social conversations
- Actively foster meaningful two-way conversations that strengthen brand loyalty and consumer trust
- Serve as the “ears of the brand,” monitoring conversations across owned, earned, and competitor channels to understand audience sentiment, cultural shifts, and emerging opportunities
- Translate community feedback into actionable insights that inform product development, messaging, and marketing strategy
- Partner closely with Customer Experience and Corporate Communications teams to manage escalations and high-volume inbound engagement
- Build scalable frameworks for community response, moderation, and engagement workflows across global markets
- Champion user-generated content by identifying, elevating, and amplifying authentic community voices
- Foster relationships with brand advocates and creators through proactive outreach and community-first engagement
- Oversee community-led seeding and mailer opportunities that strengthen organic brand advocacy
- Identify potential creator and influencer partners through earned engagement, tags, and community participation
- Ensure community and creator relationships authentically reinforce Naturium’s education-first skincare positioning
- Own overarching social content strategy, balancing trend-driven content with educational and brand-building storytelling
- Guide development of platform-native creative in partnership with Creative and Brand teams
- Shape Naturium’s voice across all social touchpoints—from content direction to captions and comments
- Maintain close proximity to content innovation while empowering team execution
- Ensure social storytelling reflects both skincare authority and cultural relevance
- Establish KPIs across engagement, community health, audience growth, and performance impact
- Own reporting frameworks that translate social and community performance into clear business insights
- Leverage analytics and qualitative community feedback to continuously refine strategy
- Partner with Growth and Analytics teams to optimize performance and investment decisions
- Build and execute a comprehensive education-driven community framework that empowers consumers with ingredient literacy and skincare knowledge
- Develop structured education pillars (ingredient spotlights, routine architecture, skin concern deep dives, myth-busting, clinical explanations)
- Create scalable playbooks for science-backed responses to skincare questions across comments and DMs
- Elevate community conversations beyond engagement — fostering trust, loyalty, and long-term advocacy
- Serve as the “ears of the brand,” synthesizing qualitative community insights into actionable product and messaging refinements
- Ensure all community responses are compliant, accurate, and aligned with brand integrity standards
- Partner with Customer Experience and Corporate Communications to manage sensitive or high-volume inquiries
- Partner closely with Brand Marketing, Creative, Influencer, Growth, DTC, Retail, and Customer Experience teams
- Ensure community insights meaningfully inform broader brand and business decisions
- Serve as the internal expert and executive voice on social platforms, digital culture, and community behavior
Social Strategy & Platform Leadership
Community Strategy & Engagement
UGC, Advocacy & Creator Discovery
Content & Cultural Storytelling
Measurement, Insights & Optimization
Education-First Community Strategy
Cross-Functional Leadership
Requirements:
- 10+ years of experience leading social media and community management within beauty or consumer brands
- Proven success scaling highly engaged brand communities
- Deep understanding of internet culture, platform dynamics, and consumer engagement behavior
- Strong leadership experience managing teams and cross-functional stakeholders
- Balances creative instinct with data-driven decision making
- Passion for skincare, education-led storytelling, and community-first brand building
- Highly adaptable with a bias for action in fast-paced environments
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.
Skills Required
- 10+ years of experience leading social media and community management within beauty or consumer brands
- Proven success scaling highly engaged brand communities
- Deep understanding of internet culture, platform dynamics, and consumer engagement behavior
- Strong leadership experience managing teams and cross-functional stakeholders
- Balancing creative instinct with data-driven decision making
- Passion for skincare, education-led storytelling, and community-first brand building
- Highly adaptable with a bias for action in fast-paced environments
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The Company
What We Do
e.l.f. Beauty, Inc. stands with every eye, lip, face and paw. Celebrating the beauty of every eye, lip and face is fundamental to our DNA. It’s in our name and inspires us as a company. We are committed to creating a culture internally – and in the world around us – where all individuals are encouraged to express their truest selves, are empowered to succeed and where we do the right thing for people, the planet and animals. Our deep commitment to inclusive, accessible, cruelty-free beauty has fueled the success of the e.l.f. Cosmetics brand online and at retail since 2004. With the 2020 acquisition of the pioneering clean-beauty brand W3LL People, and the new lifestyle beauty brand Keys Soulcare created with Alicia Keys, we continue to strategically expand our portfolio with brands that support our purpose and values. Our brands are widely available online, and at leading beauty, mass-market, and natural specialty retailers.
