Interim, AVP, Digital & Media, Naturium

e.l.f. Beauty•Los Angeles, CA

32d•$190,000 - $220,000•Hybrid

About The Position

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.

Requirements

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

Nice To Haves

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

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
DTC Sales Forecasting & Business Management
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
TikTok Shop Management
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
SEO & Generative Engine Optimization (GEO/AEO) Strategy
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
Media Strategy & Agency Partnership
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
Ecommerce & Website Management
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
CRM & Loyalty Program Management
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
Analytics & Performance Measurement
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