Director, Global Digital Content/Commerce Strategy

Role Overview

Laneige is hiring a global ecommerce leader to drive digital growth and shape the brand’s worldwide transformation. The role serves as a global center of excellence, setting the strategy, governance, and execution structure needed to scale across local markets.

This position is accountable for global ecommerce revenue and profitability, and for building a connected digital commerce ecosystem spanning ecommerce, social commerce, CRM and eFSS, AI and beauty tech, and performance media.

Based in Los Angeles, this leader will connect global direction with local execution so the brand can grow as a data-led, omnichannel business.

Core Mandate

• Take ownership of global ecommerce revenue and profit growth for the brand.
• Shape the medium- and long-term ecommerce strategy, including the roadmap for P&L delivery.
• Function as the global center of excellence by defining strategy templates, KPIs, and governance models.
• Support local markets so they can execute consistently and at scale.
• Build a future-ready digital commerce model that brings together customer data, media, content, and technology.

Key Responsibilities

• Set global ecommerce strategy, operating frameworks, and performance metrics.
• Own the worldwide ecommerce P&L, including revenue, margin, and growth targets.
• Develop distinct channel strategies for DTC, retailer.com, pure players, and marketplaces.
• Shape the omnichannel operating model by defining platform roles and investment rules.
• Build global acquisition and search approaches that improve conversion and return on investment.
• Implement tracking and optimization systems to monitor performance across markets.
• Lead ecommerce execution across marketplaces, pure players, and retailer.com environments.
• Manage the main growth levers: traffic, conversion, average order value, and retention.
• Drive assortment planning, pricing, promotions, and product launch coordination.
• Improve onsite experience through UX/UI, product detail pages, content, and merchandising.
• Work closely with global GTM, supply chain, and finance teams to support demand planning, inventory health, and margin control.
• Create reusable playbooks and execution standards that local teams can apply.
• Design and scale the global social commerce strategy across TikTok, Instagram, and newer platforms.
• Oversee live commerce, shoppable content, and creator-led conversion models.
• Build creator and affiliate commerce frameworks aligned to performance KPIs.
• Blend social commerce into ecommerce and CRM journeys.
• Test new formats and platforms before local rollout.
• Deliver scalable toolkits and rollout guides for global use.
• Lead CRM strategy across acquisition, engagement, retention, and reactivation.
• Establish a global customer data foundation across DTC and retailer ecosystems.
• Personalize owned-channel journeys through email, messaging, and lifecycle marketing.
• Own the full post-purchase journey, including onboarding, replenishment, loyalty, and care.
• Shape global e-flagship store strategy, including geo-based content and online-offline integration.
• Provide local markets with CRM frameworks, benchmarks, and DTC operating guidance.
• Use AI to personalize content, products, and customer journeys.
• Develop beauty-tech capabilities such as skin diagnostics, virtual try-on, and solution matching.
• Pilot emerging AI and digital tools that create measurable commercial impact.
• Translate data and technology into business growth levers.
• Work with global IT to ensure the architecture can scale into the future.
• Own global performance media strategy and measurement methods.
• Improve ROAS and profitability across search, social, and retail media.
• Define the role of full-funnel media in support of ecommerce and CRM.
• Set governance for budget allocation, bidding approaches, and test design.
• Collaborate with platforms and retailers on innovation and beta programs.
• Equip markets with benchmark data and media investment playbooks.
• Lead a multi-functional global digital commerce organization across five pillars.
• Translate global strategy into practical execution models for local teams.
• Partner with global brand leadership, regional teams, local market teams, and external platforms such as Amazon, TikTok, and Sephora.
• Balance global consistency in governance and frameworks with local flexibility and relevance.

Candidate Profile

This role is best suited to a senior digital commerce executive with broad multi-market experience, strong commercial ownership, and a proven ability to build scalable ecommerce systems.

Experience

• 15+ years of experience in ecommerce, digital, or omnichannel leadership.
• Direct experience owning global ecommerce P&L performance.
• Hands-on exposure to DTC, marketplaces, retailer.com, and social commerce.
• Strong background in CRM, data strategy, performance marketing, and digital transformation.
• Experience working in global organizations with operations across multiple markets.
• Experience in beauty or premium consumer brands is strongly preferred.

Capabilities

• Strong commercial thinking with a clear P&L ownership mindset.
• Deep understanding of consumer lifecycle management and omnichannel ecosystems.
• Ability to combine commerce, media, CRM, and technology into one growth model.
• Advanced awareness of AI, data, and emerging commerce trends.
• Comfortable making decisions based on analytics and performance data.

Leadership Qualities

• Proven ability to build and scale high-performing global teams.
• Strong stakeholder management skills across HQ and regional teams.
• Able to operate at both strategic and execution levels.
• Entrepreneurial, adaptable, and fast-paced in approach.
• Reports directly to the Laneige Chief Commercial Officer.

Location

This position is based in Los Angeles, USA, with a hybrid work setup. The role requires coordination across global time zones.

Why This Role Matters

This is a pivotal role responsible for building Laneige’s global digital growth engine, strengthening revenue performance, creating scalable systems, and helping transform the brand into a truly data-driven omnichannel leader.

Additional Information

The position is based in Los Angeles and is described as hybrid. The role title in the source is presented as Global Head of Digital Commerce, VP, and the opportunity is positioned as a global leadership role for Laneige.

What You Will Need to Succeed

Success in this role will depend on the ability to connect global strategy with local execution, manage multiple commerce channels, and lead cross-functional collaboration across brand, operations, finance, technology, and external platform partners.