Kelly Shah-McDonnell

Kelly Shah-McDonnell currently serves as the VP of Digital Commerce & Experience at E.L.F. BEAUTY since May 2025. Concurrently, Kelly is the Founder and Fractional Marketing & Commercial Chief of Blnd Copy Collective, providing consulting services for startups in omni-channel marketing and investment strategy. Previously, Kelly held the position of General Manager for North America & Global DTC at Grown Alchemist from January 2021 to January 2024, overseeing operations in the US and Canada. Prior experience includes serving as VP of Digital Marketing & Global Ecommerce at Chantecaille Beauté and VP of Marketing at Tilray Brands, Inc. Kelly holds a BA (Hons) in Fashion Marketing from the University of Northampton and a Certificate in Web Design Skills from Coventry University.