Digital Commercial Director, e.l.f. Cosmetics and e.l.f. SKIN, North America en Elfbeauty

POSITION OVERVIEW:We are seeking a commercially-savvy, data-driven, and boldly disruptive Digital Commercial Director to lead the commercial performance and merchandising of our digital commerce ecosystem across North America. This role will oversee e.l.f. Cosmetics’ direct-to-consumer channels, including elfcosmetics.com, the e.l.f. mobile app, social shopping platforms such as TikTok Shop, and future DTC innovations.As a strategic leader, you will harness analytical insights to fuel revenue growth, improve profitability, and deliver accurate forecasting across all digital commerce touchpoints. Success in this role requires not only sharp commercial acumen but also the ability to thrive in hyper-connected, collaborative environments, working seamlessly across specialized functions to unlock effective growth pathways.The ideal candidate is a digitally native operator and team-first player who understands the complexity of modern commerce ecosystems, adapts quickly in environments of shared ownership, and brings an innovative mindset to scaling high-performing digital businesses.

Strategic Planning & Analysis:

Plan and lead comprehensive commercial frameworks to accurately forecast revenue and profitability across all current and potential digital commerce channels

Lead the analysis of digital commerce performance metrics to identify growth opportunities and optimize channel mix of existing and future channels

Translate complex data into actionable insights to inform business decisions and growth strategies across multiple touchpoints of site, app and social commerce

Lead critical inputs that drive the S&OP process, ensuring alignment between digital commerce forecasts and overall business planning

Revenue & Performance Management:

Establish KPIs and performance benchmarks for digital commerce channels, aligned with cross-functional teams support, tracking progress against goals at a by project and on-going basis

Develop and maintain forecasting models to predict digital commerce performance with high accuracy and adaptability

Identify opportunities to enhance profit margins through pricing strategies, promotion optimization, and operational efficiencies within the tools and team processes

Create and implement strategies to improve key metrics including AOV, conversion rates, and customer lifetime value

Customer Journey Optimization:

Analyze LTV, retention rates, and churn patterns to optimize marketing spend in partnership with the paid media and loyalty team

Collaborate on strategies to enhance customer lifetime value through personalization, partnering with the leads of Beauty Squad to build targeted engagement that converts and retains

Oversee subscription program performance across channels, implementing strategies to increase enrollment and reduce cancellation rates

Collaborate with user journey, growth and marketing teams to develop and implement data-driven customer acquisition and retention strategies

Merchandising & Commercial Planning:

Manage and mentor merchandising teams on product assortment, placement, and promotional strategies based on performance analytics; be in lockstep with user journey team to ensure frictionless go-to-market journeys for new launches and promotions

Develop promotional strategies and calendars that balance revenue goals with profitability targets in alignment with the brand team

Analyze product performance data to inform inventory planning and product development across channels

Implement assortment strategies and services to define a USP for digital commerce

Cross-Functional Leadership:

Partner closely with the Digital Experience team to ensure commercial strategies align with optimal user experiences for new launches

Collaborate with finance, marketing, and operations/supply chain teams to ensure integrated planning and execution

Lead compilation and delivery of weekly and monthly performance insights and recommendations to executive leadership

Team Management:

Oversee a team of 7 people across merchandising, operations, promotional planning and analytics

Lead and develop a team of analysts focused on digital commerce performance

QUALIFICATIONS:

8+ years of experience in digital role hands-on in commercial/demand planning, forecasting, analytics, or related roles

Proven track record of driving enterprise level revenue growth in digital commerce channels, beyond traditional ecommerce structures for an omni-channel business

Experience in scaling social commerce, TikTok Shop management strongly preferred

Bachelor's degree required, MBA or Master's in Analytics, Business, or related field preferred

Expert-level understanding of digital direct to consumer metrics, KPIs, and digital industry benchmarks in an omni-channel environment

Strong analytical capabilities with experience in data visualization tools and analytics platforms

Deep understanding of customer acquisition, retention strategies, and lifetime value optimization

Experience with S&OP processes and sales forecasting methodologies

Knowledge of subscription business models and optimization strategies

Excellent communication skills with ability to translate complex data into actionable insights

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