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

• 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

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

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

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
• 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

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.