Associate Director, Product Marketing - Laneige

Laneige is a globally renowned Korean skincare brand with over 30 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.

Hybrid - NYC Only
Job Summary
About the Brand Laneige is a globally renowned Korean skincare brand with over 30 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, Product Marketing will lead product strategy and innovation for LANEIGE US across skincare, lip, sets, and limited-edition offerings. We are seeking a proactive, detail-oriented marketer with a passion for beauty and a deep curiosity for what makes a product exceptional, from formula and technology to positioning and consumer experience.

This role will shape the US strategy for new launches and resupport campaigns, combining product expertise, competitive intelligence, and a deep understanding of the US beauty consumer. As a key partner to Global HQ in Korea, they will help tailor global innovation for the US market and work closely with Consumer and Trade Marketing, Sales, Planning, Creative, Education, R&I, and Legal to bring differentiated, consumer-relevant products to market.

The ideal candidate combines strategic thinking, analytical rigor, and creative instinct with strong communication and organizational skills. Highly collaborative and commercially minded, they will play a key role in shaping the LANEIGE US portfolio and driving meaningful brand and business growth.

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

• Lead US product and portfolio strategy across skincare, lip, sets, and limited editions, partnering with Global HQ to shape the innovation pipeline and identify long-term growth opportunities.
• Serve as the expert on the US beauty consumer and competitive landscape, translating consumer behavior, category trends, social insights, and whitespace into actionable product recommendations.
• Influence new product development and portfolio decisions across new franchises, line extensions, shades/flavors, sets, re supports, and SKU rationalization to maximize relevance for the US market.
• Develop the “size of prize” and pricing recommendations for newness using internal benchmarks, competitive data, consumer insights, and market opportunity.
• Guide product lifecycle strategy, identifying where to launch, invest, resupport, expand, optimize, or rationalize the portfolio.

• Own product positioning and messaging architecture, translating consumer needs, benefits, claims, formula technology, and competitive differentiation into compelling consumer propositions.
• Partner with HQ, R&I, Education, and Legal to shape claims, clinical and consumer testing, and product education that strengthen positioning and differentiation.
• Brief Copy and Creative teams on foundational product messaging and oversee the development of product factsheets, ingredient stories, infographics, shade maps, swatches, and other product tools.
• Serve as the internal product authority, equipping cross-functional teams with the product knowledge and materials needed to successfully bring launches to market.
• Partner closely with Consumer and Trade Marketing to ensure product strategy and…