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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. 

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