Associate Director, Consumer Marketing - Laneige

Location: Hybrid - New York, NY Only
About the Brand

Laneige is a globally renowned Korean skin care brand with over 30h years of research on hydration, with top-rated modern technology, high-quality ingredients and award-winning formulas that reveal glowing, radiant skin. The brand is fast-growing and rapidly expanding in the US - currently distributed in Sephora, Sephora Kohl’s, Amazon, TTS and its own brand e-commerce site.

Job Summary

The Associate Director, Consumer Marketing will serve as the strategic hub of the Laneige US marketing organization, leading the development and execution of Go-To-Market strategy across all launches and resupport campaigns. This role will own the creation of high-impact, insight-led 360° marketing plans that translate brand and business priorities into breakthrough consumer activations and drive both brand momentum and commercial growth.

As the connective tissue across the organization, this leader will partner closely with Integrated Communications, PR, Social, Paid Performance, Sales, Creative, Education and Channel teams to set the strategic vision for each campaign and bring it to life cohesively across every consumer touchpoint. They will lead consumer-facing events and experiences from strategy through execution, while managing key external partners, including agencies, vendors, and freelancers, to deliver best-in-class activations with excellence and impact.

In close partnership with the Senior Manager of Operations and Global HQ, this role will establish campaign roadmaps, timelines, and critical milestones, turning ambitious business objectives and brand priorities into clear, actionable plans that mobilize cross-functional teams and drive accountability from concept through execution.

The ideal candidate brings together strategic thinking, creative instinct, and a strong commercial mindset. They are energized by building brands that resonate in culture, developing consumer experiences that create lasting impact, and turning ambitious ideas into meaningful business growth. Highly collaborative and influential, this role will work across teams to shape how the brand shows up in market and with consumers.

This role reports to the Director of Marketing and includes people management responsibilities.

Brand Management & 360° Planning

• Lead the strategy, development, and consolidation of all go-to-market plans across Skin and Lip launches, resupport campaigns, and key brand moments, ensuring a cohesive consumer experience across every touchpoint.
• Develop strategic recommendations that strengthen brand equity, deepen consumer engagement, and accelerate market share growth.
• Shape the annual marketing calendar, helping prioritize launches, resupport initiatives, and key brand-building moments based on business objectives and consumer opportunity.
• Establish the communication hierarchy, strategic messaging, and benefit priorities that guide cross-functional execution across channels.
• Lead cross-functional planning and alignment, translating brand strategy into clear, actionable 360° plans with defined priorities, deliverables, and ownership.
• Partner closely with Creative and Copywriting to ensure all consumer-facing work consistently reflects the Laneige brand aesthetic, voice, and positioning.
• Drive alignment across Integrated Communications, PR, Social, Paid Performance, Sales, Education, and Channel teams to build robust, integrated support plans.
• Oversee the development of campaign briefs and review key creative and content, providing strategic direction and actionable feedback throughout the development process.

Events & Experiential

• Lead the strategy, development, and execution of LANEIGE IRL experiences, including consumer pop-ups, retailer events, in-store takeovers, and other brand activations.
• Define clear objectives, KPIs, and experience principles for each activation; evaluate performance post-event and translate learnings into actionable recommendations for future programming.
• Manage relationships with external vendors, agencies, and production partners—from initial proposals and budgeting through creative development, renderings, production, and final execution.
• Establish and lead cross-functional task forces to drive timelines, roles and responsibilities, logistics, production, build-outs, and on-site execution.
• Own event budgets and closely manage spend to ensure programs are delivered efficiently and within approved parameters.
• Develop thoughtful, strategically grounded creative briefs for locally produced marketing assets and manage timelines through final delivery.
• Partner with Education and Sales teams to ensure retailer activations are supported with appropriate inventory, materials, training, and field execution tools.
• Maintain a strong pulse on experiential trends, emerging consumer behaviors, and competitive activations to identify opportunities for LANEIGE to innovate and differentiate.

Paid Media

• Partner closely with Paid Performance to shape full-funnel media strategies, defining the most compelling messaging, benefits, and creative priorities for each stage of the consumer journey.
• Collaborate on budget allocation, campaign strategy, and creative development across Paid Media, Paid Editorial, and Out-of-Home activations.
• Partner with the Trade Marketing lead to establish strategic direction for onsite and offsite retailer media campaigns.
• Analyze campaign performance and consumer response to identify key learnings and translate them into strategic recommendations for future campaigns and creative development.

Social & PR / Integrated Communications

• Serve as a strategic partner to Social and PR, helping shape earned and organic strategies that amplify key launches, campaigns, and brand-building moments.
• Provide strategic recommendations on talent, influencer, creator, and cultural partnerships, ensuring alignment with broader brand and campaign objectives.
• Review and provide strategic feedback on content and activations to ensure consistency with campaign strategy, messaging, and brand positioning.
• Partner with the Social team on development of the social calendar, ensuring priority brand moments are supported by robust, channel-relevant content and storytelling.

Key Experience and Skills

Qualification and Experience

• 7-10+ years of industry-related marketing work experience
• Experience with Events (2+ years)
• Gen Z brand experience preferred
• Bachelor or higher degree in Marketing, Business, Communications or related subject preferred
• Willingness to travel and work in a global team of professionals (20% or more)

Skill Sets & Personal Attributes

• Resourceful, motivated go-getter
• Respected team player
• Strategic thinking and a proactive approach
• Innovative problem solver
• Attentive to detail
• Multi-functional and project management skills
• Able to work under pressure and tight schedule
• Adapt to changes and environment quickly
• Thinks innovatively and delivers new ideas
• Ability to work independently/be a self-starter
• Energizes and enables others

AMOREPACIFIC, US, INC is an equal opportunity and Affirmative Action employer. We actively seek to maintain a diverse workforce, and AMOREPACIFIC US, INC therefore recruits qualified applicants without regard to race, color, religion, gender, national origin, age, disability, or Vietnam veteran status.