Associate Director, Loyalty & Consumer Engagement

Associate Director, Beauty Squad

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, 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 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.

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.

The Associate Director, Beauty Squad drives planning, operations, and execution of e.l.f.'s digital membership and community ecosystem. You'll own the end-to-end member experience across acquisition, engagement, rewards, community participation, gamification, and member recognition; driving active membership growth, retention, customer lifetime value, and brand advocacy.

The role manages a portfolio of touchpoints and KPIs in e.l.f.'s Beauty Squad connected community vision, spanning:

• Member acquisition and onboarding
• Rewards, redemption and recognition strategy
• Beauty squad community engagement and advocacy
• Reward-based gamification and challenges
• App-based engagement experiences and personalization
• Experiential and immersive member campaigns participation
• Member feedback and advisory programs
• Retailer integration, adoption and offline engagement
• Future loyalty innovations across AI, gaming, social commerce, and emerging platforms and retailer integration

The Associate Director sets strategic priorities, supports management of investments, measures program performance, and leads a lean team responsible for both business-as-usual operations and long-term transformation of the Beauty Squad ecosystem.

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, Tik Tok 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 &…