Director – Social Commerce Affiliates

 

 

 

 

 

About the role

e.l.f. Beauty is redefining how brands connect content, creators, community and commerce. We’re seeking a Director, Social Commerce Affiliates to lead the growth of our affiliate creator community globally. Sitting within e.l.f.’s Connected Commerce team, reporting to the Senior Director, Global Social Commerce, and working closely with our influencer and paid media teams, you will scale our affiliate program across channels.

This role is channel-agnostic by design. TikTok Shop is our priority channel and most successful affiliate program today, and you will build on that strength. Your job is to take what works and scale it wherever affiliates sell: our own e.l.f. affiliate community, retailer programs, e.l.f.’s brand site and emerging social and video commerce platforms. You will recruit new affiliates, grow and retain our VIP affiliate community, and turn affiliate content into reach and sales at scale.

With a global mindset, you will extend the US program to the UK, EU, LATAM and APAC, supporting local teams in their strategies and plans while executing for the Americas.

Who you are

• You’re a believer in the commerce-driven creator economy. You know creators are reshaping commerce, and you connect affiliate advocacy to conversion and profitable growth.

• You follow the sellers, not the platform. Platforms shift. You build programs that move with affiliates wherever they sell.

• You’re relationship-first, ego-last. You build trust with affiliates and partners, lead with humility and listen with curiosity.

• You’re equal parts connector and analyst. You bring energy into every room, and you back your instincts with data.

• You’re a builder and a bold disruptor. You thrive in ambiguity, challenge the playbook, and know the difference between a great idea and the right one for e.l.f.

• You’re a leader who inspires AND delivers. You set a bold vision, give candid feedback and hold high standards, always with empathy.

What you’ll do

Shape the affiliate strategy and deliver the number

• Develop e.l.f.’s multi-year global affiliate vision and execution plans, channel-agnostic and anchored in TikTok Shop as the priority channel, aligned with the social commerce, influencer and media plans.

• Spearhead the expansion of the program across channels, with e.l.f.-first approaches that keep the business evolving at the speed of culture.

• Deliver plans and lead a team to execute against affiliate-driven GMV targets across channels, and build the affiliate forecast that feeds the social commerce plan, monitoring and optimizing cost effectiveness.

• Manage the affiliate investment budget across samples, commissions, incentives, paid seeding, paid amplification and events. Recommend the total and the mix by channel, and track the unit economics: commission rates, cost per activated affiliate and GMV per sample dollar.

• Build the case for ongoing, scalable affiliate investment, with clear hypotheses, measurement plans and ROI.

Build the affiliate engine, from recruitment to retention

• Manage the full funnel across channels: recruitment, test-and-learn activation, graduation into e.l.filliate, retention and re-engagement.

• Grow e.l.filliate, our high-performing affiliate community, so it lives beyond any single platform. Manage relationships with top-tier anchor affiliates, and negotiate major partnerships and commission structures.

• Set targets and a weekly operating rhythm for recruitment at scale, using mass outreach tools such as Cruva and Euka and light agency support.

• Help shape and seed e.l.f.’s owned affiliate community program, deepening off-platform communities for mass communication, insights, incentives, education and coaching.

• Design tiers, incentives and programming that turn high-potential affiliates into long- term e.l.f. sellers.

Plan affiliates and seeding for launches, campaigns and the evergreen business

• Manage a team to develop the affiliate activation and seeding plan for every new product launch, scaled to its priority, so launches reach the right affiliates with the right product and message.

• Recommend seeding strategy: pre-seeding across paid, offline and e.l.filliate seeding, then in-channel sampling and allocation by affiliate segment that sustains momentum after launch.

• Plan and collaborate closely with demand planning, operations and supply chain on sample development, allocation and distribution.

• Drive affiliate activation for platform, retailer and e.l.f. brand campaigns, in partnership with integrated marketing and brand teams.

• Keep evergreen franchises and hero products selling through an always-on affiliate base between tentpoles.

Enable affiliates to sell

• Oversee affiliate briefs, tasks and training, so every affiliate gets accurate product, promotion and campaign information on time.

• Proactively seek and lead e.l.f.’s participation in creator and industry events across platforms and retailers, as well as e.l.f.-hosted moments.

• Partner with the LIVE team on affiliate LIVE strategy and programming, leading affiliate broadcaster programming to deliver LIVE GMV goals across platforms.Drive analytics, measurement and systems

• Build the affiliate analytics framework and performance dashboard from the ground up: define the KPIs, data sources and reporting cadence across channels, covering funnel health, GMV, ROI, unit economics, and sample, affiliate and content productivity.

• Use it to drive data-driven decisions: identify which affiliates, products, content and programs drive incremental GMV, measure halo to e.l.f.’s connected commerce, and shift investment to what works.

• Manage the affiliate tool stack and agency scope, and bring in automation and AI- enabled workflows that raise output per person.

Expand across channels and markets

• Launch and scale affiliate programs beyond social platforms, including retailer creator programs such as Walmart and Target, and e.l.f.’s brand site.

• Pilot affiliate programs on emerging social and video commerce platforms that fit e.l.f.’s brand strategy.

• Develop the affiliate model that regional teams and partners run in the UK, EU, LATAM and APAC, with the US as the priority market.

Partner across the business

• Serve as the main point of contact for affiliate programs across platforms and retailers, including platform-led affiliate tasks, programs and events.

• Partner with Integrated Marketing Communications teams to bring affiliate participation into branded activations.

• Partner with Brand, Merchandising and Operations, LIVE, Education, CRM, DTC and agency partners to align affiliate activity with the launch and campaign calendar.

What you bring

• 10+ years in affiliate marketing, with a focus on creator partnerships, influencer marketing or social commerce for a CPG brand.

• Experience across affiliate and creator commerce programs, such as retailer creator programs, brand-owned programs or affiliate networks. Experience managing a TikTok

•Shop affiliate program with revenue accountability at meaningful scale is highly preferred.

• Built and scaled an affiliate program end to end, with quantified results: recruitment, seeding, activation, retention or a tiered creator community.

• Strong people leadership, including coaching and developing rising talent, and working through dotted-line and matrix relationships.

• Managed a budget and the economics of pay-for-performance: commissions, creator payouts, CPA and ROAS, and margins.

• Strong analytical skills: hands-on with data and dashboard tools such as Power BI or Tableau, and comfortable building forecasts, performance reports and investment cases from raw data.

• Deep knowledge of affiliate tools and platforms, including TikTok Shop’s affiliate tools.

• Hands-on with creator outreach and management tools such as Cruva and Euka.

• Executive presence: you influence senior stakeholders, negotiate with platforms,retailers and top affiliates, and present to leadership with confidence.

• Global mindset and comfortable with regular travel, including to creator events and international markets.

• Beauty, personal care or CPG experience is preferred.

How we’ll measure success

Success means a predictable, scalable affiliate engine that grows e.l.f.’s business in everychannel and market it enters.

• Growth: affiliate-driven GMV across channels, its share of total social commerce GMV,and halo to e.l.f.’s brand site and app.

• Diversification: affiliate GMV and active affiliates on channels beyond TikTok Shop.

• Efficiency: GMV per dollar invested across samples, commissions and incentives.

• Recruitment: net new affiliates and activation rate; graduation rate into e.l.filliate.

• Retention: active affiliate rate, repeat participation and e.l.filliate GMV over time.

• Launches and campaigns: affiliate participation and GMV for each launch and

tentpole.

• Scale: programs live on new channels and in priority international markets, and a team built to run them.

Leadership expectations

• Strategic architect: you 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 balance revenue, profitability, customer acquisition and long-term brand value.

• Connector: you bring together teams, functions and markets to achieve outcomes no single group could accomplish alone.

• Culture carrier: you embody e.l.f.’s values and inspire teams through humility, accountability, optimism and action.

You’ll thrive here if you are

• Humble and hungry: relentlessly curious and always looking for ways to improve.

• A bold disruptor with a kind heart: willing to challenge the status quo while bringing others with you.

• A leader of passionate relationships: capable of building trust, alignment and high- performing teams.

• Obsessed with the future of commerce: energized by the convergence of creators, community, technology, entertainment and shopping.

At e.l.f., we don’t believe social commerce is a channel. We believe it’s the future operating system of commerce. This leader will help build that future.

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