Director, Global Digital Content/Commerce Strategy

AMOREPACIFIC US, INC•Los Angeles, CA

1d•Hybrid

About The Position

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.

Requirements

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
Strong commercial and P&L ownership mindset
Deep understanding of Consumer lifecycle and 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
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) and Execution (hands-on, impact-driven) capacities
Entrepreneurial and fast-moving mindset

Nice To Haves

Beauty or premium consumer brand experience strongly preferred

Responsibilities

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, and implementing global investment frameworks
Define global acquisition and search strategy to improve Conversion and ROI
Establish global performance tracking and optimization systems
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, and margin discipline
Define scalable playbooks and execution standards for local teams
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
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, and DTC operating guidelines
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
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
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) and Local agility (execution, relevance)