Global Head of Digital Commerce, VP Laneige | Location: Los Angeles (Hybrid)
Role OverviewLaneige 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:
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
- 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:
- 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:
- Establish global performance tracking and optimization systems
- Ecommerce Execution Excellence
- Lead ecommerce strategy across marketplaces, pure players, and retailer.com
- 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:
- 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:
- AI & Beauty Tech (Future Growth Platform)
- Deploy AI-driven personalization across content, product, and journeys
- Develop beauty tech capabilities:
- 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
- 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
- Regional & local market teams
- External platforms (Amazon, TikTok, Sephora, etc.)
- 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
- DTC, marketplaces, retailer.com, and social commerce
- 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
- 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.
