Director, Global Digital Content/Commerce Strategy

Global Head of Digital Commerce, VP 

Laneige | Location: Los Angeles (Hybrid) 

Role Overview 

Laneige is seeking a Global Head of Ecommerce to lead the brand’s global digital growth and transformation. 

This role will act as a Global Center of Excellence (CoE), responsible for defining strategy, governance, and execution frameworks to enable scalable growth across local markets. 

The position owns global ecommerce revenue and profitability, while building an integrated digital commerce ecosystem across: 

• Ecommerce 

• Social commerce 

• CRM & eFSS 

• AI & Beauty Tech 

• Performance media 

Based in Los Angeles, this leader will bridge global strategy and local market execution, ensuring Laneige scales as a data-driven, omnichannel global brand. 

 

Core Mandate 

• Own Laneige global ecommerce revenue and profit growth 

• Define mid/long-term ecommerce strategy and P&L delivery roadmap 

• Act as Global CoE:  

• Set strategy frameworks, KPIs, and governance 

• Enable local market execution at scale 

• Build a future-ready digital commerce ecosystem integrating:  

• Consumer data, media, content, and technology 

 

Key Responsibilities 

1. Global Ecommerce Strategy & P&L Ownership (CoERole)

• Define global ecommerce strategy frameworks, KPIs, and operating models 
• Own global ecommerce P&L (revenue, margin, growth targets) 
• Create differentiated channel strategy frameworks:  

• DTC 

• eRetailers (retailer.com) 

• Pure players & marketplaces 

• Lead omnichannel business model by:  

• Defining platform mix and roles 

• Implementing global investment frameworks 

• Define global acquisition and search strategy to improve:  

• Conversion 

• ROI 

• Establish global performance tracking and optimization systems 

 

1. Ecommerce Execution Excellence

• Lead ecommerce strategy across marketplaces, pure players, and retailer.com 

• Own core growth levers:  

• Traffic, conversion, AOV, retention 

• Drive assortment, pricing, promotion, and launch orchestration 

• Optimize onsite experience:  

• UX/UI, PDP, content, merchandising 

• Partner with Global GTM, Supply Chain, and Finance to ensure:  

• Demand planning 

• Inventory health 

• Margin discipline 

• Define scalable playbooks and execution standards for local teams 

 

1. Social Commerce (Global Scaling Engine)

• Build and scale global social commerce strategy (TikTok, Instagram, emerging platforms) 

• Own live commerce, shoppable content, and creator-led conversion models 

• Develop creator/affiliate commerce frameworks tied to performance KPIs 

• Integrate social commerce into ecommerce and CRM journeys 

• Pilot new formats and platforms ahead of local markets 

• Deliver scalable toolkits and playbooks for global rollout 

 

1. CRM &eFSS(Customer Ownership & Lifetime Value) 

• Lead CRM strategy across acquisition, engagement, retention, and reactivation 

• Build global customer data foundation across:  

• DTC and retailer ecosystems 

• Drive personalized journeys across owned channels:  

• Email, messaging, lifecycle marketing 

• Orchestrate end-to-end post-purchase experience:  

• Onboarding, replenishment, loyalty, care 

• Lead global e-flagship store strategy:  

• GEO-based content deployment 

• Online-offline connection (e.g., FSS experience integration) 

• Provide local markets with:  

• CRM frameworks 

• Benchmarks 

• DTC operating guidelines 

 

1. AI & Beauty Tech (Future Growth Platform)

• Deploy AI-driven personalization across content, product, and journeys 

• Develop beauty tech capabilities:  

• Skin diagnostics 

• Virtual try-on 

• Solution matching 

• Pilot emerging AI and digital technologies with commercial impact 

• Define how data and tech translate into growth levers 

• Ensure scalable and future-ready architecture with global IT 

1. Performance Media (Growth Efficiency Engine)

• Own global performance media strategy and measurement frameworks 

• Drive ROAS- and profit-based optimization across:  

• Search, social, retail media 

• Define full-funnel media role aligned with ecommerce and CRM 

• Establish governance on:  

• Budget allocation 

• Bidding strategies 

• Testing frameworks 

• Partner with platforms and retailers for innovation and beta programs 

• Enable markets with performance benchmarks and investment playbooks 

 

Operating Model & Leadership 

• Act as Global Digital Commerce CoE leader 

• Translate global strategy into local execution frameworks 

• Lead a multi-functional organization across 5 pillars 

• Partner with:  

• Global brand leadership 

• Regional & local market teams 

• External platforms (Amazon, TikTok, Sephora, etc.) 

• Build a balance of:  

• Global standardization (governance, frameworks) 
• Local agility (execution, relevance) 

 

Candidate Profile 

Experience 

 

• Minimum 15+ years in ecommerce / digital / omnichannel leadership 

• Proven track record of owning global ecommerce P&L 

• Experience across:  

• DTC, marketplaces, retailer.com, and social commerce 

• Strong exposure to:  

• CRM, data strategy, performance marketing, and digital transformation 

• Experience in global organizations with multi-market operations 

• Beauty or premium consumer brand experience strongly preferred 

 

Capabilities 

• Strong commercial and P&L ownership mindset 

• Deep understanding of:  

• Consumer lifecycle 

• Omnichannel ecosystems 

• Ability to integrate:  

• Commerce, media, CRM, and technology into a single growth model 

• Advanced understanding of:  

• AI, data, and emerging commerce trends 

• Strong analytical and data-driven decision making 

 

Leadership 

• Proven ability to build and scale high-performing global teams 

• Strong stakeholder management across HQ and regions 

• Ability to operate in both:  

• Strategic (frameworks, vision) 

• Execution (hands-on, impact-driven) 
• Entrepreneurial and fast-moving mindset 
• Reports directly to Laneige Chief Commercial Officer 

 Reporting Line 

Location 

• Los Angeles, USA (Hybrid) 

• Ability to work across global time zones 

 

Why This Role Matters 

This role is the architect of Laneige’s global digital growth engine —  owning revenue, building scalable systems, and transforming the brand into a truly data-driven, omnichannel leader.