Associate Director, Loyalty & Consumer Engagement

Position Summary

At e.l.f. Beauty, our mindset is our Beauty Squad platform is not a traditional loyalty program, it is a global community-powered ecosystem that connects and rewards participation through commerce, content, culture, and experiences. 

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 prioritizes, 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, 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 

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 & Engagement Programming 

• Lead member engagement strategy across Beauty Squad's digital community ecosystem; develop programs that deepen emotional connection between members and the brand 

• Support and advocate for member event inclusion, exclusive access opportunities, product testing programs, advisory panels, and community initiatives 

• Establish programs that transform members into advocates, creators, and brand ambassadors 

Gaming, Gamification & Emerging Experiences 

• Drive member engagement through gamification, challenges, streaks, badges, quests, and interactive experiences, in partnership with IMC 

• Develop engagement mechanics that increase frequency, participation, and retention 

• Evaluate new technologies and experiences that strengthen Beauty Squad's role in the broader e.l.f. ecosystem 

Member Experience Operations & Governance 

• Own member policies, benefits, terms, and operational governance in conjunction with legal and compliance 

• Oversee day-to-day program management, issue resolution, escalations, and member feedback processes with customer service team 

• Ensure program integrity, consistency, and seamless execution across all channels with clear operational processes and measurement frameworks 

Data, Analytics & Performance Management 

• Define success metrics and reporting frameworks for acquisition, active users, engagement, retention, revenue contribution, and advocacy 

• Leverage and closely collaborate with customer insights team to identify opportunities for growth and optimization 

• Partner with Insights and Data & Analytics teams to improve segmentation, personalization, and member experiences 

• Use testing, experimentation, and member feedback to drive continuous improvement 

Team Leadership & Strategic Execution 

• Lead, coach, and develop a high-performing team responsible for loyalty operations, member engagement, rewards strategy, and community programming 

• Create clear ownership, accountability, and growth opportunities across the team 

• Balance delivering transformation with operational excellence 

• Foster a culture of innovation, curiosity, accountability, collaboration, and continuous improvement 

• Champion e.l.f.'s culture by leading with kindness, collaboration, humility, empathy and a growth mindset 

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 

• Experience leading high-performing teams and complex cross-functional frameworks rooted in collaboration 

• Proven track record growing membership programs, active users, retention, and customer lifetime value 

• 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