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