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  

1. 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  

1. 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  

1. 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  

1. 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  

1. 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  

1. 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.