Hybrid - NYC OnlyJob SummaryThe Associate Director, Product Marketing will lead product strategy and innovation for LANEIGE US across skincare, lip, sets, and limited-edition offerings. We are seeking a proactive, detail-oriented marketer with a passion for beauty and a deep curiosity for what makes a product exceptional, from formula and technology to positioning and consumer experience.
This role will shape the US strategy for new launches and resupport campaigns, combining product expertise, competitive intelligence, and a deep understanding of the US beauty consumer. As a key partner to Global HQ in Korea, they will help tailor global innovation for the US market and work closely with Consumer and Trade Marketing, Sales, Planning, Creative, Education, R&I, and Legal to bring differentiated, consumer-relevant products to market.
The ideal candidate combines strategic thinking, analytical rigor, and creative instinct with strong communication and organizational skills. Highly collaborative and commercially minded, they will play a key role in shaping the LANEIGE US portfolio and driving meaningful brand and business growth.
This role reports to the Director of Marketing and includes people management responsibilities.
Principal Accountabilities PRODUCT & PORTFOLIO STRATEGY- Lead US product and portfolio strategy across skincare, lip, sets, and limited editions, partnering with Global HQ to shape the innovation pipeline and identify long-term growth opportunities.
- Serve as the expert on the US beauty consumer and competitive landscape, translating consumer behavior, category trends, social insights, and whitespace into actionable product recommendations.
- Influence new product development and portfolio decisions across new franchises, line extensions, shades/flavors, sets, resupports, and SKU rationalization to maximize relevance for the US market.
- Develop the "size of prize" and pricing recommendations for newness using internal benchmarks, competitive data, consumer insights, and market opportunity.
- Guide product lifecycle strategy, identifying where to launch, invest, resupport, expand, optimize, or rationalize the portfolio
PRODUCT POSITIONING & COMMERCIALIZATION - Own product positioning and messaging architecture, translating consumer needs, benefits, claims, formula technology, and competitive differentiation into compelling consumer propositions.
- Partner with HQ, R&I, Education, and Legal to shape claims, clinical and consumer testing, and product education that strengthen positioning and differentiation.
- Brief Copy and Creative teams on foundational product messaging and oversee the development of product factsheets, ingredient stories, infographics, shade maps, swatches, and other product tools.
- Serve as the internal product authority, equipping cross-functional teams with the product knowledge and materials needed to successfully bring launches to market.
- Partner closely with Consumer and Trade Marketing to ensure product strategy and messaging are effectively translated into GTM campaigns and retailer plans.
FORECASTING, SAMPLING & PRODUCT OPERATIONS - Own marketing forecasts for launches, samples, GWPs, and promotional SKUs, partnering with Sales and Planning to align inventory with activation plans and commercial goals.
- Lead the US sampling strategy in partnership with HQ and cross-functional teams, maximizing trial while minimizing excess inventory.
- Oversee product master data, SKU, and pricing accuracy and partner with Planning and HQ to ensure timely product availability and launch readiness.
MARKET INTELLIGENCE & PERFORMANCE - Maintain a deep understanding of the US beauty landscape, including competitive launches, pricing, claims, ingredients, formats, and emerging consumer trends.
- Monitor product and franchise performance, translating results and post-launch learnings into recommendations for future innovation, positioning, and portfolio strategy.
- Identify opportunities to evolve existing products and franchises based on consumer insights, social trends, competitive activity, and business performance.
- Serve as a key US partner to Global HQ, providing ongoing market and product feedback and aligning on innovation priorities.
Key Experience and Skills Qualification and Experience
- 7-10+ years of industry-related marketing work experience
- Product marketing and/or product development experience preferred
- Beauty industry experience preferred
- Well-versed in Microsoft Excel
- Bachelor or higher degree in Marketing, Business, Communications or related subject preferred
- Willingness to travel and work in a global team of professionals (30% or more)
Skills & Personal Attributes
- Curious and proactive learner
- Analytical and numbers-oriented
- Resourceful, motivated, and able to work independently
- Strategic thinking and a hands-on approach
- Innovative problem solver with attention to detail
- Multi-functional and project management skills
- Adaptable and quick-thinking
- Energizes and enables others
