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 general 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 ****, 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 ***** 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 (Xico)
🏢 SARELLY
📍 Xico