The Role
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 26 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
The Senior Manager, DTC & E-Commerce plays a pivotal role in driving Naturium’s digital growth and innovation strategy. Reporting to the AVP, Digital, this individual will lead the end-to-end management of Naturium’s DTC and social commerce channels — overseeing site operations, conversion rate optimization (CRO), and TikTok Shop. They will work collaboratively across the organization to align strategy and execution, own the promotional calendar, optimize the customer journey, and identify new opportunities to grow our direct and social commerce businesses.
Key Responsibilities
- Own and optimize Naturium.com and TikTok Shop — oversee daily merchandising, promotional execution, site operations, and CRO to deliver a best-in-class customer experience.
- Manage TikTok Shop agency partnership — lead agency relationship, strategy, and performance; oversee content, campaigns, and optimization to drive growth and profitability.
- Promotional Calendar Management — build and manage the DTC promotional calendar, ensuring flawless execution across all channels.
- CRO & Site Experience — lead site testing, UX improvements, and personalization efforts through data-driven insights to increase conversion, AOV, and retention.
- Innovation & Emerging Channels — identify and deploy cutting-edge tools, partnerships, and digital experiences that enhance acquisition and loyalty; be first to move on new digital retail opportunities.
- Cross-Channel Collaboration — partner with CRM, paid media, Amazon, operations, and retail teams to ensure alignment on creative, promotional, and performance goals across all digital touchpoints.
- Analytics & Insights — track and report on site performance, campaign results, and funnel optimization to inform strategy and drive continuous improvement.
- Project Leadership — manage DTC projects and site development timelines, coordinating with design, development, and marketing to ensure seamless execution.
Key Requirements
- 5+ years of DTC and e-commerce experience
- Bachelor’s degree in marketing, communications, or related field
- High proficiency with Shopify and its app ecosystem
- Experience managing TikTok Shop and agency partners
- Strong understanding of CRO tools and analytics (Google Analytics, Shopify Reports, Hotjar, VWO, or similar)
- Proficiency with Klaviyo, Attentive, Ordergroove, Smile.io, or similar retention tools
- Excellent project management skills; proficiency with Asana, Wrike, or similar tools
- Experience launching or scaling global DTC sites preferred
- Background in beauty/skincare or adjacent industries strongly preferred
- Exceptional attention to detail, operational precision, and creative problem-solving skills
- Highly collaborative, resourceful, and biased toward action and innovation
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.
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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.
