Director, Global Digital Content/Commerce Strategy

About the role

Laneige is looking for a senior leader to steer its global digital commerce and content strategy. Based in Los Angeles and working in a hybrid model, the Director will act as a Global Center of Excellence, aligning worldwide ecommerce growth with local market execution and ensuring the brand scales as a data‑driven, omnichannel business.

Key responsibilities

• Define and own the global ecommerce strategy, KPIs and P&L, delivering revenue and profit targets across DTC sites, retailer.com, pure‑play marketplaces and other channels.
• Develop and implement scalable playbooks for local teams, covering platform mix, acquisition, conversion, AOV, retention and margin discipline.
• Build and expand a global social commerce engine (TikTok, Instagram, emerging platforms), including live commerce, shoppable content and creator/affiliate frameworks.
• Lead CRM and e‑flagship store strategy, creating a unified customer data foundation and personalized lifecycle journeys across email, messaging and loyalty programs.
• Integrate AI, beauty‑tech and performance‑media solutions to optimize UX/UI, product detail pages, merchandising and media investment.
• Partner with GTM, supply‑chain and finance functions to ensure demand planning, inventory health and cross‑functional alignment.

Required profile

• Proven experience leading global ecommerce operations for a consumer‑facing brand, with full P&L responsibility.
• Strong track record of scaling digital commerce across multiple markets and channel types.
• Data‑driven mindset with ability to translate analytics into actionable growth strategies.
• Excellent stakeholder management skills, capable of aligning global and local teams.

Required skills

• Ecommerce platforms
• Social commerce platforms (e.g., TikTok, Instagram)
• CRM systems
• Data analytics tools
• Performance media tools