Associate Director of Consumer Marketing

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.

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.

• 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.

• 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…