Director Global Digital Content/Commerce Strategy

Director, Global Digital Content/Commerce Strategy 

Laneige | Location: Los Angeles (Hybrid) 
Reports to: VP, Global Brand and Consumer Activation

Location

• Based in Los Angeles (Hybrid)

Role Overview

Laneige is one of the most recognized skincare brands in the world, and we're building the team to lead what comes next. As Director of Global Digital Creative Strategy, you will define how Laneige's campaigns are conceived, built, and distributed for the digital age — creating work that doesn't just look good, but performs.

This role sits at the intersection of creative strategy, content, and digital commerce. You'll develop globally scalable campaign and content strategies that are engineered for discoverability from the start: across TikTok, Amazon, brand.com, retailer.com, and beyond. These plans will then be packaged into activation frameworks that regional teams around the world can execute. For markets that don't have dedicated digital commerce capability, your team becomes their strategic partner.

You'll report to the VP of Global Brand, lead a team including a Manager of Global Digital Creative Strategy, and collaborate closely with HQ in Seoul and regional leads across NA, APAC, and EMEA.

Key Responsibilities

Digital Campaign & Content Strategy

• Lead the development of global digital-first campaign strategies for Laneige launches — campaigns conceived for how people actually consume content, not adapted for it after the fact

• Define content strategies that drive performance across platforms: TikTok (organic and Shop), Instagram, YouTube, Google, Amazon, and retailer.com environments

• Build campaign and content frameworks that are modular and market-ready — designed to be localized and activated by regional teams without losing strategic integrity

• Serve as the global digital content strategy resource for regions that lack in-market TikTok Shop, Amazon, or broader e-commerce content capability

• Report back on success metrics (KPIs met or exceeded, campaign learnings, etc.)

Discoverability & Platform Intelligence

• Own the strategic approach to digital discoverability across search (Google, Amazon), social algorithms (TikTok, Instagram), and e-commerce platforms

• Partner with the copywriter and creative teams to ensure SEO/AI discoverability, keyword strategy, and platform-specific content requirements are embedded at the campaign strategy stage

• Stay ahead of platform changes, algorithm updates, and emerging content formats; translate those into strategic recommendations before they become reactive fixes

E-Commerce Content Strategy

• Develop content strategies for brand.com, retailer.com, and marketplace environments (Amazon, TikTok Shop) that convert — including PDP strategy, A+ content direction, and platform-specific storytelling frameworks

• Ensure e-commerce content is aligned with global campaign strategy while meeting the specific performance requirements of each retail environment

Global Enablement & Collaboration

• Build activation toolkits, playbooks, and guidance that make it easy for regional teams to execute global strategy at the local level

• Partner closely with Seoul HQ to align on global priorities, incorporate regional market intelligence, and influence platform investment decisions

• Work cross-functionally with brand, creative, media, and retail teams to ensure digital strategy is integrated from the earliest stage of campaign development

Team Leadership

• Manage and develop the Manager of Global Digital Creative Strategy

• Help build and define the function as Laneige's global digital capabilities scale

Operating Model

• Reports to VP, Brand and Consumer Activation

• Works closely with:

• Brand Activation team (campaign strategy, social, influencer, PR)

• Global Commercial teams and local market stakeholders

• Global CRM, and media functions

• External partners (Amazon, agencies, platform teams)

• Acts as a key bridge between global brand activation and the region marketing teams

Candidate Profile

• 8–10+ years in digital marketing, content strategy, or creative strategy within beauty, consumer goods, or a high-velocity consumer brand

• Proven ability to develop globally scalable digital campaigns — with a strong track record of content that performs, not just impresses

• Deep fluency in platform content ecosystems: TikTok, Instagram, YouTube, Amazon, and DTC e-commerce — including how each platform's algorithm rewards and surfaces content

• Strong working knowledge of SEO, Amazon search, and e-commerce content best practices (PDP, A+ content, keyword strategy)
• Experience working within or alongside global organizations; comfortable collaborating across time zones and cultures
• Ability to translate complex strategy into clear, actionable frameworks that non-specialist teams can execute
• Strong communicator and presenter — equally effective with creative partners and executive stakeholders
• Experience managing direct reports

Capabilities

• Strong commercial mindset with key digital traffic and conversion drivers:

• Social (paid/organic)

• Display

• Amazon

• Retailer.com and DTC

• Data-driven and analytical approach to content optimization

• Hands-on execution capability with strong attention to detail

• Ability to manage multiple stakeholders across global and local teams

• Strong understanding of:

• Digital ecosystem

• Ecommerce content and conversion

• Paid digital channels

Location

• Based in Los Angeles (Hybrid)

• Ability to collaborate across global time zones

Why This Role Matters

This role is critical to unlocking Laneige’s growth in global markets within digital channels (both retail and community). Scaling growth on digital channels will result in halo growth in physical locations as well, so it’s crucial we drive excellence here.