Kelly Shah-McDonnell

VP of Global Digital Commerce e.l.f. Beauty

With two decades of digital expertise, Kelly is a digitally native leader who has been driving transformation at the intersection of CPG, technology, and commerce since the early days of social selling.

Kelly spent a decade at The Estée Lauder Companies, where she led breakthrough digital strategies for iconic brands like Bobbi Brown and La Mer. She pioneered several industry-first initiatives, including Bobbi Brown’s Lip Color revival program on Facebook, which was recognized by The New York Times as a standout in early social commerce, and La Mer’s shoppable Pinterest collaboration—among the first of its kind to blend content and commerce at scale.

Today, Kelly serves as the vice president of digital commerce at e.l.f. Beauty, where she oversees the end-to-end digital ecosystem for a powerhouse portfolio that includes e.l.f. Cosmetics, e.l.f. SKIN, Well People and Keys Soulcare. Her work continues to set the pace for what’s next in beauty, with a focus on innovation, accessibility, and brand-building through data-driven experiences.