Global Head of Digital Commerce, VP

Global Head of Digital CommerceLaneige | Location: Los Angeles (Hybrid)Role OverviewLaneige 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:EcommerceSocial commerceCRM &eFSSAI & Beauty TechPerformance mediaBased in Los Angeles, this leader will bridge global strategy and local market execution, ensuring Laneige scales as a data-driven, omnichannel global brand.Core MandateOwn Laneige global ecommerce revenue and profit growthDefine mid/long-term ecommerce strategy and P&L delivery roadmapAct as GlobalCoE:Set strategy frameworks, KPIs, and governanceEnable local market execution at scaleBuild a future‐ready digital commerce ecosystem integrating:Consumer data, media, content, and technologyKey ResponsibilitiesGlobal Ecommerce Strategy & P&L Ownership (CoE Role)Define global ecommerce strategy frameworks, KPIs, and operating modelsOwn global ecommerce P&L (revenue, margin, growth targets)Create differentiated channel strategy frameworks:DTCeRetailers (retailer.com)Pure players & marketplacesLead omnichannel business model by:Defining platform mix and rolesImplementing global investment frameworksDefine global acquisition and search strategy to improve:ConversionROIEstablish global performance tracking and optimization systemsEcommerce Execution ExcellenceLead ecommerce strategy across marketplaces, pure players, and retailer.comOwn core growth levers:Traffic, conversion, AOV, retentionDrive assortment, pricing, promotion, and launch orchestrationOptimize onsite experience:UX/UI, PDP, content, merchandisingPartner with Global GTM, Supply Chain, and Finance to ensure:Demand planningInventory healthMargin disciplineDefine scalable playbooks and execution standards for local teamsSocial Commerce (Global Scaling Engine)Build and scale global social commerce strategy (TikTok, Instagram, emerging platforms)Own live commerce, shoppable content, and creator‐led conversion modelsDevelop creator/affiliate commerce frameworks tied to performance KPIsIntegrate social commerce into ecommerce and CRM journeysPilot new formats and platforms ahead of local marketsDeliver scalable toolkits and playbooks for global rolloutCRM & eFSS (Customer Ownership & Lifetime Value)Lead CRM strategy across acquisition, engagement, retention, and reactivationBuild global customer data foundation across:DTC and retailer ecosystemsDrive personalized journeys across owned channels:Email, messaging, lifecycle marketingOrchestrate end‐to‐end post‐purchase experience:Onboarding, replenishment, loyalty, careLead global e‐flagship store strategy:GEO‐based content deploymentOnline‐offline connection (e.g., FSS experience integration)Provide local markets with:CRM frameworksBenchmarksDTC operating guidelinesAI & Beauty Tech (Future Growth Platform)Deploy AI‐driven personalization across content, product, and journeysDevelop beauty tech capabilities:Skin diagnosticsVirtual try‐onSolution matchingPilot emerging AI and digital technologies with commercial impactDefine how data and tech translate into growth leversEnsure scalable and future‐ready architecture with global ITPerformance Media (Growth Efficiency Engine)Own global performance media strategy and measurement frameworksDrive ROAS‐and profit‐based optimization across:Search, social, retail mediaDefine full‐funnel media role aligned with ecommerce and CRMEstablish governance on:Budget allocationBidding strategiesTesting frameworksPartner with platforms and retailers for innovation and beta programsEnable markets with performance benchmarks and investment playbooksOperating Model & LeadershipAct as Global Digital Commerce CoE leaderTranslate global strategy into local execution frameworksLead a multi‐functional organization across 5 pillarsPartner with:Global brand leadershipRegional & local market teamsExternal platforms (Amazon, TikTok, Sephora, etc.)Build a balance of:Global standardization (governance, frameworks)Local agility (execution, relevance)Candidate ProfileExperienceMinimum 15+ years in ecommerce / digital / omnichannel leadershipProven track record of owning global ecommerce P&LExperience across:DTC, marketplaces, retailer.com, and social commerceStrong exposure to:CRM, data strategy, performance marketing, and digital transformationExperience in global organizations with multi‐market operationsBeauty or premium consumer brand experience strongly preferredCapabilitiesStrong commercial and P&L ownership mindsetDeep understanding of:Consumer lifecycleOmnichannel ecosystemsAbility to integrate:Commerce, media, CRM, and technology into a single growth modelAdvanced understanding of:AI, data, and emerging commerce trendsStrong analytical and data‐driven decision makingLeadershipProven ability to build and scale high‐performing global teamsStrong stakeholder management across HQ and regionsAbility to operate in both:Strategic (frameworks, vision)Execution (hands‐on, impact‐driven)Entrepreneurial and fast‐moving mindsetReports directly to Laneige Chief Commercial OfficerReporting LineLocationLos Angeles, USA (Hybrid)Ability to work across global time zonesWhy This Role MattersThis 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.