Location: Mexico City

Reports to: CEO

Scope: SARELLY Mexico, with potential broader regional responsibilities over time

MISSION Make SARELLY the strongest and most innovative beauty brand online in Mexico.

The Online Sales Director will lead SARELLY’s entire digital commercial ecosystem — from DTC and marketplaces to social commerce and the e-commerce performance of our retail partners.

This is not a channel-management role. It is a growth leadership role.

You will be responsible for defining where the next wave of digital growth will come from, building the strategy to capture it, and mobilizing Commercial, Marketing, Content, Community, Operations and Data around it.

Because digital is often where new consumer behaviors, products and commercial models emerge first, this role is also designed as a potential stepping stone toward broader Mexico General Management responsibilities.

ABOUT SARELLY SARELLY is a fast-growing, entertainment-native beauty brand born in Mexico, building the next generation of beauty for a integral audience.

Founded by creator and entrepreneur Anna Sarelly, SARELLY sits at the intersection of beauty, entertainment, community and commerce. We don't just launch products — we create cultural moments around them, combining product innovation, creator-led storytelling and a highly engaged community.

Since launching beauty in 2023, SARELLY has rapidly expanded from DTC into social commerce, marketplaces and physical retail. Today, the brand is present at leading beauty retailers including Sephora and Ulta in Mexico and is entering its next phase of international growth, including a major U.S. retail expansion.

Digital has been part of SARELLY's DNA from day one. Our products have become best sellers on platforms including TikTok Shop, while our entertainment and creator ecosystem gives us a unique ability to turn cultural relevance into commercial performance.

As we enter our next stage, we want to build one of the most innovative digital commerce engines in beauty in Mexico — and are looking for a leader who can help us define what that looks like.

1. OWN THE ONLINE BUSINESS Own the strategy, commercial performance and P&L; across SARELLY’s digital channels in Mexico:

- SARELLY.com
- Mercado Libre
- Amazon
- TikTok Shop
- Emerging marketplaces and social-commerce channels
- E-commerce business of key retail partners, including Sephora and Ulta

Build one integrated digital commercial strategy while defining the distinct role, consumer mission and economics of each channel.

Own revenue, profitability, traffic, conversion, AOV, repeat purchase, assortment and promotional strategy.

Set ambitious annual and quarterly targets and translate them into clear commercial plans and priorities.

2. CREATE THE NEXT GROWTH ENGINES Don't just execute an existing playbook — create the next one.

Continuously identify, test and scale new opportunities across:

- Platforms and emerging channels
- Commercial models
- Assortments, bundles and exclusives
- Launch and promotional mechanics
- Affiliate and creator-commerce programs
- Live-shopping formats
- CRM and retention initiatives
- Partnerships and technology

Stay ahead of shifts in consumer behavior, platform capabilities and commerce innovation, turning successful experiments into scalable and profitable businesses.

3. MAKE SARELLY A DIGITAL COMMERCE CASE STUDY Our ambition is for SARELLY to become a reference for how the next generation of beauty brands wins online.





The question should constantly be:

“What can SARELLY do online that other beauty brands are not doing yet?”

Partner closely with Marketing, Content, Community and Creator teams to develop commercial ideas that are culturally relevant, entertaining and native to each platform.

Use SARELLY’s entertainment and community ecosystem as a competitive advantage, connecting content, creators and commerce rather than treating e-commerce as simply the final transactional step of a marketing funnel.

Build ideas and capabilities in Mexico that can ultimately inspire SARELLY's approach in other markets.

4. TURN SOCIAL COMMERCE INTO A CORE CAPABILITY Make TikTok Shop and emerging social-commerce channels major engines for both revenue and customer acquisition.

Define and continuously optimize the right combination of:

- Organic content
- Affiliate creators
- Paid amplification
- Live commerce
- Product seeding
- Promotions
- Exclusive drops
- Hero-SKU strategies

Work hand in hand with Marketing and Community so commercial insights influence content decisions — and content insights translate into commercial opportunities.

Build a repeatable social-commerce model that can scale with the brand.

5. WIN ON MARKETPLACES Build differentiated strategies for Mercado Libre and Amazon, recognizing them as strategic businesses rather than secondary distribution channels.

Own and optimize

- Assortment and pricing architecture
- Product pages and digital content
- Search visibility
- Retail media
- Promotions
- Ratings and reviews
- Inventory availability
- Conversion
- Marketplace-specific launches and activations

Understand the different consumer missions and economics of each marketplace and adapt SARELLY’s approach accordingly.

Develop strong relationships with platform teams and position SARELLY as a priority and innovative beauty partner.

6. WIN ON OUR RETAILERS' DIGITAL SHELVES Make SARELLY as powerful online within our retail partners as it is in their physical stores.

Partner with the Wholesale team to lead the digital growth agenda at retailers such as Sephora and Ulta, bringing dedicated e-commerce expertise while Wholesale remains the owner of the overall retailer relationship.

Drive excellence across

- Digital assortment and availability
- Product pages and content
- Search and discoverability
- Ratings and reviews
- Retail media
- Digital launches and promotions
- CRM opportunities
- Retailer-specific activations

Develop joint digital growth plans with strategic retailers and make their e-commerce businesses meaningful growth engines for SARELLY.

7. CONNECT MARKETING, CULTURE AND COMMERCE Act as a key commercial partner to the Mexico Marketing team, translating consumer, content and platform signals into growth opportunities.

Bring proactive ideas, not just briefs:

“We are seeing this behavior on TikTok — what should we launch around it?”

“This product is accelerating on Mercado Libre — how do we amplify it?”

“This creator mechanic is converting — how do we scale it?”

“This retailer has an untapped digital opportunity — what can we propose?”





Constantly connect what consumers are watching, talking about and searching for with what they ultimately buy.

8. BUILD THE OPERATING MODEL TO SCALE Create the data, dashboards and commercial rituals required to make faster and better decisions.

Build a clear view across channels of:

- Net sales and growth
- Gross and contribution margin
- Traffic and conversion
- AOV
- CAC / ROAS where relevant
- New vs. repeat customers
- Sell-through
- Inventory and OOS
- Search performance
- Affiliate performance
- Content-to-commerce conversion
- Retail media performance

Build a culture that goes beyond reporting what happened to understanding why it happened, what we learned and what we should do next.

WHAT SUCCESS LOOKS LIKE Within 12–24 months:

SARELLY has built a significantly larger, more diversified and more profitable online business.

TikTok Shop, Mercado Libre and Amazon have become major growth engines, while SARELLY.com has evolved into an increasingly sophisticated platform for acquisition, conversion and retention.

SARELLY is consistently one of the strongest-performing beauty brands online within its strategic retail partners.

The company has developed distinctive capabilities around entertainment-driven, creator-driven and social commerce, with successful ideas continuously tested, measured and scaled.

Most importantly, platforms, retailers and the beauty industry increasingly recognize SARELLY as a case study for how the next generation of beauty brands wins online in Mexico.

THE PROFILE We are looking for a builder, not a channel administrator.

Someone commercially ambitious, digitally native and highly analytical — but equally capable of generating ideas, taking calculated risks and challenging how things have traditionally been done.

Ideally, this person has:

- Significant e-commerce and marketplace experience in Mexico
- Proven ownership of meaningful online revenue and P&L;
- Strong experience with Amazon and/or Mercado Libre
- Hands-on understanding of TikTok Shop, social commerce or creator-led commerce
- Experience working with major retailers' e-commerce businesses
- Strong commercial and analytical capabilities
- Solid understanding of digital marketing and retail media
- Experience managing teams and external partners
- The ability to influence and operate cross-functionally across Marketing, Content, Operations and Finance
- An entrepreneurial mindset and appetite to build, experiment and move fast

Beauty experience is valuable, but digital commercial excellence, leadership potential and entrepreneurial mindset matter more than category pedigree.

LEADERSHIP EXPECTATION This role is designed for someone with the ambition and potential to grow beyond e-commerce.

Digital is often where SARELLY sees consumer trends first, tests new ideas first and learns fastest. That makes this position a unique vantage point into the broader Mexico business.

For the right leader, the scope could progressively evolve from:

Online Sales Director

→ broader Commercial leadership

→ potential General Manager Mexico To make that progression possible, we expect this person to think beyond their immediate channels from day one — developing a strong understanding of the consumer, brand, wholesale, physical retail, operations, profitability and overall performance of SARELLY Mexico.

The ultimate expectation is not simply to run online sales.

It is to help build the future commercial model of SARELLY.

📌 ONLINE SALES DIRECTOR — MEXICO (Ciudad de México)
🏢 SARELLY
📍 Ciudad de México