Director, Global Digital Content/Commerce Strategy

AMOREPACIFIC US, INC•New York, NY

1d•Hybrid

About The Position

Laneige is seeking a Director of Global Digital Creative Strategy to define how the brand's campaigns are conceived, built, and distributed for the digital age, focusing on performance. This role integrates creative strategy, content, and digital commerce, requiring the development of globally scalable campaign and content strategies engineered for discoverability across platforms like TikTok, Amazon, brand.com, and retailer.com. The strategies will be packaged into activation frameworks for regional teams, and the role will act as a strategic partner for markets lacking dedicated digital commerce capabilities. The position reports to the VP of Global Brand and leads a team including a Manager of Global Digital Creative Strategy, with close collaboration with HQ in Seoul and regional leads.

Requirements

8–10+ years in digital marketing, content strategy, or creative strategy within beauty, consumer goods, or a high-velocity consumer brand.
Proven ability to develop globally scalable digital campaigns with a strong track record of content that performs.
Deep fluency in platform content ecosystems: TikTok, Instagram, YouTube, Amazon, and DTC e-commerce, including how each platform's algorithm rewards and surfaces content.
Strong working knowledge of SEO, Amazon search, and e-commerce content best practices (PDP, A+ content, keyword strategy).
Experience working within or alongside global organizations; comfortable collaborating across time zones and cultures.
Ability to translate complex strategy into clear, actionable frameworks that non-specialist teams can execute.
Strong communicator and presenter — equally effective with creative partners and executive stakeholders.
Experience managing direct reports.
Strong commercial mindset with key digital traffic and conversion drivers: Social (paid/organic), Display, Amazon, Retailer.com and DTC.
Data-driven and analytical approach to content optimization.
Hands-on execution capability with strong attention to detail.
Ability to manage multiple stakeholders across global and local teams.
Strong understanding of: Digital ecosystem, Ecommerce content and conversion, Paid digital channels.
Ability to collaborate across global time zones.

Responsibilities

Lead the development of global digital-first campaign strategies for Laneige launches, conceived for how people consume content.
Define content strategies that drive performance across platforms: TikTok (organic and Shop), Instagram, YouTube, Google, Amazon, and retailer.com.
Build modular and market-ready campaign and content frameworks designed for localization and activation by regional teams.
Serve as the global digital content strategy resource for regions lacking in-market TikTok Shop, Amazon, or broader e-commerce content capability.
Report on success metrics, including KPIs met or exceeded and campaign learnings.
Own the strategic approach to digital discoverability across search (Google, Amazon) and social algorithms (TikTok, Instagram).
Partner with copywriter and creative teams to ensure SEO/AI discoverability, keyword strategy, and platform-specific content requirements are embedded at the campaign strategy stage.
Stay ahead of platform changes, algorithm updates, and emerging content formats, translating them into strategic recommendations.
Develop content strategies for brand.com, retailer.com, and marketplace environments (Amazon, TikTok Shop) that convert, including PDP strategy, A+ content direction, and platform-specific storytelling frameworks.
Ensure e-commerce content aligns with global campaign strategy while meeting specific performance requirements of each retail environment.
Build activation toolkits, playbooks, and guidance for regional teams to execute global strategy locally.
Partner closely with Seoul HQ to align on global priorities, incorporate regional market intelligence, and influence platform investment decisions.
Work cross-functionally with brand, creative, media, and retail teams to ensure digital strategy is integrated from the earliest stage of campaign development.
Manage and develop the Manager of Global Digital Creative Strategy.
Help build and define the function as Laneige's global digital capabilities scale.