Associate Director, Global CRM

About the Company

e.l.f. Beauty, Inc. stands with every eye, lip, face and paw. Our deep commitment to clean, cruelty free beauty at an incredible value has fueled the success of our flagship brand e.l.f. Cosmetics since 2004 and driven our portfolio expansion. Today, our multi-brand portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, pioneering clean beauty brand Well People, Keys Soulcare, a groundbreaking lifestyle beauty brand created with Alicia Keys and Naturium, high-performance, biocompatible, clinically-effective and accessible skincare.

In our Fiscal year 24, we had net sales of $1 Billion and our business performance has been nothing short of extraordinary with 23 consecutive quarters of net sales growth. We are the #2 mass cosmetics brand in the US and are the fastest growing mass cosmetics brand among the top 5. Our total compensation philosophy offers every full-time new hire competitive pay and benefits, bonus eligibility (200% of target over the last four fiscal years), equity, flexible time off, year-round half-day Fridays, and a hybrid 3 day in office, 2 day at home work environment. We believe the combination of our unique culture, total compensation, workplace flexibility and care for the team is unmatched across not just beauty but any industry.

Visit our Career Page to learn more about our team: https://www.elfbeauty.com/work-with-us

Key Responsibilities

• Oversee existing CRM programs, finding opportunities for efficiencies, manage budgets and resources
• Identify opportunities based on CRM KPIs and quickly implement strategies to fuel results – including but not limited to site/app personalization, triggered email, SMS, Push, In-App messages and loyalty program incentives.
• Develop and implement multi-channel trigger programs for full customer lifecycle – including but not limited to customer onboarding, referral, replenishment and win-back initiatives.
• Identify opportunities to implement AI and ML to support personalization and localization in CRM campaigns
• Lead CRM strategies to support key product launches and priority brand awareness campaigns
• Identify and implement strategies to acquire and scale 1st Party data – acting as the business owner of CRM database/CDP and implementing processes to track and share progress on data collection and insights from 1P data
• Develop reporting processes to share relevant insights, analysis and progress on CRM KPIs with broader digital and marketing teams
• Partner with Sr. Manager, Loyalty and broader team to implement strategies and campaigns to support loyalty goals
• Create strategies to grow existing email and SMS programs, accountable for delivering YoY revenue and LTV growth of programs
• Assess external partners and ensure resources are in place for scaling programs for growth and expansions into new markets plus strategic extensions

• Collaborate and closely partner with Media and Marketing Team to increase customer acquisition and retention KPIs across integrated marketing touchpoints paid/earned/owned
• Develop CPA goals for new customer acquisition in all markets, all brands and across strategic extensions
• Help stand up and grow digital businesses in emerging markets for e.l.f. brand, this could include EU markets and a Cross Border business

• Optimize customer dashboards, create executive summaries focused on customer contribution to total business
• Track and analyze key customer KPIs and qualitative feedback and present action-driven plans to impact those drivers.
• Perform analysis on CRM-related campaigns and regularly report results in a cohesive and consistent manner across a variety of recipients including Product Development, Media & Marketing, Wholesale, etc.
• Responsible for monthly, quarterly and annual CRM forecasting
• Implement and track universal control group and campaign-level control group for
• Synthesize all customer data sources into intelligible and informative customer insights

• 8+ years of CRM/consumer engagement experience, preferably with experience in beauty or retail and a proven track record of developing and managing successful CRM programs.
• Strong strategic, analytical thinker with outstanding verbal and written communication skills
• Strong leadership capabilities and ability to both influence and gain alignment cross-functionally with different teams across the organization
• Expert in creating and scaling end-to-end omnichannel CRM and loyalty programs (email, push, SMS) across customer lifecycle stages
• Strong experience in CRM technology management, with an understanding of marketing and operational databases, segmentation, campaign management, statistical modelling, and AI/ML for business use cases.
• Demonstrated analytical ability to leverage data to inform insights, formulate recommendations and deliver actionable solutions.
• Deep experimentation experience and mindset with a proven track record of executing A/B tests, optimizing campaigns and translating data into insights
• People management experience 
• Experience working with Braze (or similar ESPs/marketing platforms), GA4, CDPs or similar customer data warehouses, and a variety of personalization tools (e.g. Jebbit, Wunderkind, Dynamic Yield, etc.).
• Experience with large databases or with companies that showed aggressive acquisition and/or retention rates
• Ability to think both strategically and tactically; equally comfortable with long-term planning and day-to-day progress tracking and execution
• Comfortable working in a collaborative manner and a bold, highly creative out-of-the-box thinker

This job description is intended to describe the general nature and level of work being performed in this position. It also reflects the general details considered necessary to describe the principal functions of the job identified, and shall not be considered, as detailed description of all the work required inherent in the job. It is not an exhaustive list of responsibilities, and it is subject to changes and exceptions at the supervisors’ discretion.

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