Associate Director, Loyalty & Consumer Engagement

About The Company

e.l.f. Beauty, Inc. stands with every eye, lip, face, paw and fin. 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, Well People - clean beauty powered by plants, Naturium - high-performance, biocompatible, clinically-effective and accessible skin care, and our newest brand, rhode skin - developed by Hailey Rhode Bieber, a line of curated skincare essentials, formulated for a variety of skin types and needs with high performance ingredients. In our Fiscal year 26, we had net sales of $1.6 Billion and our business performance has been nothing short of extraordinary with 29 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 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.

Position Summary

We are seeking a hungry leader to continue to build e.l.f.’s Beauty Squad program in its new phase of participation rewards and membership community in beauty and at global scale. This role requires someone who is both strategic and operational, equally comfortable shaping the future vision of loyalty while leading the day-to-day execution that drives member growth, engagement, retention, and lifetime value.

Responsibilities

• 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
• Beauty Squad Platform Growth
• Member Acquisition, Engagement & Active User Growth
• Rewards, Recognition & Loyalty Innovation
• Community, Content & Engagement Programming
• Gaming, Gamification & Emerging Experiences
• Member Experience Operations & Governance
• Data, Analytics & Performance Management
• Team Leadership & Strategic Execution

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
• Proven track record growing membership programs, active users, retention, and customer lifetime value
• Experience leading high-performing teams and complex cross-functional frameworks rooted in collaboration
• 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
• Experience influencing executive stakeholders and driving organizational change
• Strong analytical and financial acumen with ability to build business cases and prioritize investments