Associate Director, Product Marketing - Laneige

Hybrid - NYC Only

Job Summary

About the Brand

Laneige is a globally renowned Korean skincare brand with over 30 years of research on hydration, with top-rated modern technology, high-quality ingredients and award-winning formulas that reveal glowing, radiant skin. The brand is fast-growing and rapidly expanding in the US - currently distributed in Sephora, Sephora Kohl’s, Amazon, TTS and its own brand e-commerce site.

The 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

Respectful team player

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

AMOREPACIFIC, US, INC is an equal opportunity and Affirmative Action employer. We actively seek to maintain a diverse work force, and AMOREPACIFIC US, INC therefore recruits qualified applicants without regard to race, color, religion, gender, national origin, age, disability, or Vietnam veteran status