Original listing text, shown exactly as published by the company.
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.
