Associate Director, Beauty Squad

Responsibilities

Beauty Squad Platform Growth

Define and lead the crawl/walk/run roadmap of evolving and scaling Beauty Squad as an interconnected membership ecosystem synchronized to e.l.f.’s broader community strategy

Drive net new member acquisition, activation, engagement, retention, and lifetime value growth, measured across connected channels; DTC, Retail in-store/online and Marketplaces (Amazon, TikTok Shop)

Identify new opportunities to increase member participation across commerce, content, experiences, partnerships and community in partnership with Integrated Marketing Communications (IMC) team

Own annual goals, KPIs, and investment priorities for the program; measure and monitoring weekly/monthly

Monitor competitive landscape and emerging trends across loyalty, gaming, social commerce, AI, and membership ecosystems

Member Acquisition, Engagement & Active User Growth

Own go-to-market plans for monthly campaigns that focus on value gains of Beauty Squad membership and increase active participation and tie into broader US and International marketing calendars

Lead onboarding journeys and activation programs that accelerate member engagement and synchronize seamlessly with the brand and community vision

Partner with Commerce, Retail, IMC, International and Social Commerce teams to drive member acquisition at every customer touchpoint

Rewards, Recognition & Loyalty Innovation

Own end-to-end rewards strategy including points, tiers, perks, surprise-and-delight, experiential rewards, and member recognition

Continuously evolve the loyalty value proposition to remain differentiated and competitive

Evaluate new reward structures and engagement models that increase participation and emotional loyalty

Explore future-facing loyalty opportunities including gamification, collectibles, immersive experiences, AI-powered rewards, and community-driven recognition

Community, Content & Engagement Programming

Lead member engagement strategy across Beauty Squad's digital community ecosystem; develop programs that deepen emotional connection between members and the brand

Support and advocate for member event inclusion, exclusive access opportunities, product testing programs, advisory panels, and community initiatives

Establish programs that transform members into advocates, creators, and brand ambassadors

Gaming, Gamification & Emerging Experiences

Drive member engagement through gamification, challenges, streaks, badges, quests, and interactive experiences, in partnership with IMC

Develop engagement mechanics that increase frequency, participation, and retention

Evaluate new technologies and experiences that strengthen Beauty Squad's role in the broader e.l.f. ecosystem

Member Experience Operations & Governance

Requirements

Bachelor's degree in Business, Marketing, Digital Commerce, Customer Experience, or related field

8 years of experience in leading and managing global loyalty, membership, customer engagement, CRM, digital products, community management, or related disciplines with high volume of members

Experience leading high-performing teams and complex cross-functional frameworks rooted in collaboration

Proven track record growing membership programs, active users, retention, and customer lifetime value

Experience operating within consumer brands, retail, beauty, hospitality, gaming, media, or community-driven businesses

Preferred

• MBA or equivalent advanced degree

Experience leading modern loyalty ecosystems beyond transactional rewards

Experience with gamification, digital communities, membership platforms, mobile apps, or creator ecosystems

Strong understanding of customer data, lifecycle marketing, personalization, and engagement strategies…