The Role
Leads North America digital commerce growth across DTC websites, mobile apps, social commerce, and emerging platforms. Owns revenue performance, forecasting, merchandising, promotions, customer acquisition and retention, subscription optimization, KPI reporting, dashboards, and executive recommendations. Partners cross-functionally with marketing, finance, supply chain, operations, and digital experience teams to improve conversion, AOV, customer lifetime value, launch execution, and profitability.
Summary Generated by Built In
About the Company
e.l.f. Beauty's purpose is to make the world a better place for every eye, lip, and face.
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, e.l.f. Hair, Well People, Naturium and rhode.
In our Fiscal year 26, we had net sales of $1.6 Billion and our business performance has been nothing short of extraordinary with 7 consecutive years of net sales growth. This consistent, category-leading growth is a testament to the strength of our team, strategy, and portfolio of brands.
Our total compensation philosophy offers every full-time new hire competitive pay and benefits, bonus eligibility (200% of target over the last seven 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:
We are seeking a commercially focused, analytically sharp, and strategically driven Senior Manager of Digital Commerce to lead the performance and growth of e.l.f. Cosmetics’ North America digital commerce ecosystem. Reporting directly to the Director, Digital Commerce, North America, this role is a critical leader in shaping and translating the team's commercial strategy into measurable results across DTC channels — including elfcosmetics.com, the e.l.f. mobile app, social commerce, and emerging digital commerce platforms.
The Senior Manager will play a pivotal role in driving digital commerce performance, overseeing merchandising and promotional execution, leading forecasting processes, and directing cross-functional collaboration to ensure seamless go-to-market delivery. The ideal candidate is a digitally native leader who thrives in fast-paced, hyper-connected environments and brings a proactive, data-first mindset to scale our digital business.
Responsibilities:
- Lead the identification and execution of opportunities to accelerate sales performance through advanced analysis of promotional effectiveness and operational efficiencies.
- Own the optimization of AOV, conversion rate, and customer lifetime value initiatives, measuring the impact of tests, campaigns, and product changes against defined benchmarks and driving actionable next steps.
- Drive the development of commercial frameworks used to forecast revenue and profitability across current and emerging digital channels.
- Partner with the Director to deliver performance-driven recommendations for executive leadership, ensuring data is packaged clearly, compellingly, and with strategic foresight.
- Collaborate with and guide the merchandising team in executing product assortment, placement, and promotional strategies rooted in performance analytics across DTC channels.
- Oversee the development and maintenance of promotional calendars that balance revenue targets with profitability goals, coordinating closely with brand and marketing teams to ensure flawless execution.
- Leverage product performance data to generate high-level insights that dictate inventory planning and product development decisions across channels.
- Drive frictionless go-to-market execution for new launches and key promotional moments, anticipating roadblocks and implementing solutions.
- Spearhead the implementation of assortment strategies and service enhancements that contribute to a highly differentiated selling proposition for digital commerce.
- Analyze customer acquisition and retention data to define and drive strategy development in partnership with paid media and loyalty teams.
- Oversee the monitoring and reporting of subscription program performance, tracking enrollment trends and cancellation rates, and architecting strategies that significantly improve subscriber retention.
- Champion data-driven customer acquisition and retention initiatives in collaboration with user journey, growth, and marketing teams.
- Serve as a strategic leader and key connector across digital commerce, finance, operations/supply chain, and marketing teams to drive integrated planning and execution.
- Partner with the Digital Experience team to ensure commercial performance data dictates user experience priorities and new launch readiness.
- Foster and lead strong working relationships with cross-functional stakeholders to facilitate efficient information sharing, aligned execution, and shared accountability.
- Oversee and elevate the compilation, maintenance, and delivery of weekly and monthly digital commerce performance reports, synthesizing data across site, app, and social commerce channels into clear, actionable insights.
- Direct the monitoring and analysis of key digital commerce KPIs, surfacing trends, anomalies, and strategic opportunities in a timely manner.
- Lead the development and ongoing optimization of forecasting models that track digital commerce performance with accuracy and adaptability, flagging variances and driving course corrections.
- Drive inputs to the sales planning process by ensuring digital commerce data is accurate, current, and structured to align with overall business planning cycles.
- Architect and oversee dashboards and data visualization tools that allow stakeholders to self-serve on performance metrics and make informed decisions quickly.
Revenue & Commercial Leadership
Merchandising & Promotional Execution
Customer Journey & Retention
Cross-Functional Leadership
Performance Reporting & Analytics
Requirements:
- 7+ years of experience in a digital commerce, ecommerce analytics, social commerce, or related role, with a proven track record of driving commercial analysis and performance.
- Deep, hands-on experience with a Shopify storefront is highly desired (admin, reporting, products, collections, merchandising, promotions coordination, QA).
- Demonstrated experience with social commerce platforms, including TikTok Shop, is required.
- Proven ability to analyze complex datasets and translate findings into clear, business-relevant insights and strategic recommendations at the executive level.
- Advanced understanding of digital direct-to-consumer metrics, KPIs, and industry benchmarks across an omni-channel environment.
- Strong experience leading or heavily influencing supply processes and sales forecasting methodologies.
- High proficiency in data visualization tools and analytics platforms (e.g., PowerBI, Google Analytics 4, or similar).
- Deep understanding of customer acquisition, retention strategies, and lifetime value optimization.
- Knowledge of subscription business models and optimization strategies preferred.
- Excellent communication and storytelling skills, with the ability to present complex data clearly and persuasively to diverse stakeholders and senior leadership.
- Ability to thrive in a fast-paced, collaborative environment with shared ownership, high expectations, and a passion for mentoring or guiding cross-functional peers.
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
- 7+ years of experience in digital commerce, ecommerce analytics, social commerce, or a related field
- Proven track record driving commercial analysis and performance
- Demonstrated experience with social commerce platforms, including TikTok Shop
- Ability to analyze complex datasets and translate findings into executive-level insights and recommendations
- Advanced understanding of digital direct-to-consumer metrics, KPIs, and omnichannel benchmarks
- Experience leading or heavily influencing supply processes and sales forecasting methodologies
- High proficiency with data visualization tools and analytics platforms such as Power BI or Google Analytics 4
- Deep understanding of customer acquisition, retention, and customer lifetime value optimization
- Excellent communication, storytelling, and presentation skills
- Ability to work collaboratively in a fast-paced environment and mentor or guide cross-functional peers
- Hands-on experience with a Shopify storefront, including administration, reporting, products, collections, merchandising, promotions coordination, and QA
- Knowledge of subscription business models and optimization strategies
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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.
