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 <li data-leveltext="" data-font="Symbol" data-listid="27" data-list-defn-props="{"