Global Head of Digital Commerce, VP

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.