Interim, AVP, Digital & Media, Naturium
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 28 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 Interim AVP, Digital & Media will provide 6-month maternity leave coverage for a critical leadership role within Naturium's digital ecosystem. This position oversees all aspects of the brand's digital presence including the Direct-to-Consumer (DTC) website, TikTok Shop (TTS), and digital presence across retail partners. The ideal candidate will maintain strategic direction and operational excellence across all digital channels while managing a high-performing team overseeing Ecommerce, CRM, Loyalty, Marketing Analytics, and Media.
Responsibilities:
Digital Strategy & Leadership
- Provide strategic direction and oversight for DTC website, TikTok Shop, and digital presence across retail partners
- Maintain alignment with broader brand objectives and marketing initiatives
- Represent the digital team in cross-functional meetings and leadership discussions
- Make data-informed decisions to optimize digital performance across all platforms
- Lead and develop a high-performing team overseeing Ecommerce, CRM/Loyalty, Analytics, and Media
- Lead DTC sales forecasting and revenue planning processes, ensuring accurate projections and strategic alignment
- Monitor performance and quickly implement course corrections when needed
- Partner with Finance to provide updates on performance and forecast adjustments
- Identify growth opportunities and optimize channel mix to maximize revenue
- Provide strategic oversight for agency-managed TikTok Shop initiatives, ensuring alignment with Naturium's revenue targets and brand positioning
- Analyze performance metrics and consumer insights to identify high-potential TikTok Shop opportunities, guiding agency partner on implementation priorities
- Optimize the TikTok Shop ecosystem, balancing product assortment, promotional strategy, and creator partnerships to maximize revenue growth
- Continue oversight and evolution of existing SEO and GEO/AEO strategies to improve organic visibility and traffic
- Ensure continued alignment between AI-optimized content and Naturium's brand voice and objectives
- Adapt existing strategies to incorporate new developments in generative AI and search technology
- Serve as strategic advisor and sounding board for the Media Director on both brand and performance campaigns
- Provide guidance on media mix optimization for major campaigns and launches
- Collaborate on budget allocation to maximize ROI across channels and initiatives
- Provide guidance on website architecture, user experience optimization, and technical roadmap development
- Facilitate alignment between ecommerce team initiatives and broader digital strategy, ensuring cohesive customer experiences across all touchpoints
- Work alongside ecommerce specialists to evaluate site analytics, identify conversion barriers, and recommend strategic enhancements for revenue growth
- Oversee customer relationship management strategies and loyalty initiatives
- Ensure effective email, SMS, and other customer communication channels
- Lead AI projects to enhance the loyalty experience through personalization
- Work with team to drive customer retention, repeat purchase behavior, and LTV
- Provide guidance on performance analytics across all digital channels, translating complex metrics into actionable business insights
- Evaluate integrated performance data to identify optimization opportunities and strategic shifts in resource allocation
- Advise on analytics infrastructure and KPI frameworks to ensure meaningful performance tracking aligned with business objectives
DTC Sales Forecasting & Business Management
TikTok Shop Management
SEO & Generative Engine Optimization (GEO/AEO) Strategy
Media Strategy & Agency Partnership
Ecommerce & Website Management
CRM & Loyalty Program Management
Analytics & Performance Measurement
Required Qualifications:
- 8+ years of experience in digital marketing, ecommerce, or related fields
- 4+ years of management experience leading cross-functional digital teams
- Strong experience with DTC sales forecasting and driving growth across DTC ecommerce platforms
- Strong understanding of digital marketing channels and performance metrics
- Experience with TikTok Shop
- Excellent communication, leadership, and project management skills
- Ability to analyze data and translate insights into actionable strategies
- Bachelor's degree in Marketing, Business, or related field
Preferred Qualifications:
- Experience in beauty, skincare, or consumer packaged goods industry
- Experience collaborating with and guiding media agencies on campaign strategy
- Knowledge of generative AI technologies and their application in digital marketing
The base salary range for this role is listed above.
Total compensation includes base salary, annual company-based performance bonus, and equity. Under e.l.f.’s annual bonus program, employees are eligible to earn up to 200% of their target bonus when company performance exceeds defined goals. In addition, e.l.f. provides a variety of other benefits to employees, including medical, dental, and vision insurance, a retirement savings plan, gender neutral parental leave, and unlimited paid time off. The amount of total compensation (including base salary) offered will be based on a wide range of factors, including geographic location, experience, specific skills, and qualifications.
Compensation components are subject to change at the company’s discretion
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.
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