AMOREPACIFIC Group is a pioneering Korean beauty company with a rich history dating back to 1945. Headquartered in Seoul, we proudly operate over 30 brands across beauty, personal care, and healthcare. Guided by our mission — "We make A MORE beautiful world" — we’ve taken each step with purpose, believing that our work contributes to a brighter, more beautiful future.

Our dream is rooted in the belief that the world becomes more beautiful when every individual's unique beauty shines. This belief fuels our journey and inspires everything we do.

To bring this vision to life, we are committed to five core principles:

- Customer First
- Be the 1st and the Best
- Collaborate with an Open Mind
- Respect Differences
- Act with Integrity

At AMOREPACIFIC, every member of our team carries a deep sense of pride and responsibility, knowing that together, we are shaping a more beautiful world.

ABOUT THE ROLE

Laneige Marketing Team is seeking a Senior Manager to serve as the strategic and commercial marketing lead for the brand in the Canadian market. This is a senior leadership role with broad scope across brand strategy, trade and retailer marketing, digital and paid media, go-to-market execution, and team development. The ideal candidate is a confident, collaborative leader who thrives at the intersection of brand building and commercial accountability - someone who can set a vision, align stakeholders, and drive results through their team.

Reporting to the General Manager, this role leads a cross-functional marketing team and acts as the primary marketing point of contact for global HQ, North American leadership, and key retail partners including Sephora Canada and Amazon.

KEY RESPONSIBILITIES

Responsibilities include, but are not limited to:

Brand and Commercial Strategy

- Lead annual and multi-year brand strategy for the Canadian market, balancing global direction with local consumer, competitive, and retail insights
- Own the A&P; budget and make ROI-driven investment decisions aligned with net sales and commercial targets
- Develop and present Budget Year plans to Canadian and global leadership, including channel forecasts, product line targets, and investment priorities
- Define and evolve brand positioning, category strategy, and long-term portfolio vision for Canada
- Set strategic objectives and KPIs in alignment with global HQ, advocating for the Canadian market perspective in all planning cycles

Trade Marketing and Retailer Partnerships

- Serve as the senior marketing lead for key retail partnerships, overseeing seasonal planning, co-marketing activations, promotional programming, and in-store strategy
- Negotiate and secure retailer investment, exclusive launch windows, and visibility opportunities to drive brand growth at point of sale
- Plan and oversee national in-store activations and experiential programs, with accountability for commercial targets and brand impact
- Liaise with the Amazon lead on channel strategy, promotional planning, and media investment to grow Amazon as a second commercial engine
- Work cross-functionally with sales, SCM, and finance to align on sell-in planning, inventory, and margin delivery across retail channels

Digital Marketing and Paid Media

- Provide strategic leadership across the full digital marketing mix - paid social, paid search, organic social, influencer, and affiliate channels
- Oversee paid media agency relationships, guiding briefing, budget allocation, and performance against ROAS and channel targets




- Lead full-funnel campaign strategy from awareness through conversion, ensuring all activity is grounded in data and tied to business objectives
- Guide the team on organic social, influencer, and creator strategy - setting direction on brand voice, content priorities, and partnership structures
- Champion an integrated approach to marketing, ensuring paid digital, influencer, and trade activations work together as a cohesive system

Go-to-Market and Launch Management

- Own end-to-end go-to-market strategy for new product launches - including positioning, pricing, channel sequencing, retail exclusivity, sampling, and campaign rollout
- Manage the annual marketing calendar, coordinating across trade, digital, PR, and creative teams for integrated, on-time execution
- Build and present business cases to secure HQ approval for Canadian launch timelines and market-specific investment
- Brief and manage creative, media, and PR agencies to ensure consistent brand storytelling across paid, earned, and owned channels
- Represent the Canadian market in cross-regional launch planning with APUS and global HQ

PR, Influencer and Brand Experience

- Set the overarching PR and influencer strategy for Canada, defining creator tiers, partnership objectives, and budget allocation
- Oversee influencer programming and mailer execution for key launches, tracking impact through EMV and campaign reporting
- Partner with the sales team on field education and brand training to ensure retail teams are equipped to sell and advocate for the brand
- Lead the brand experience vision for consumer-facing events, experiential activations, and media and creator partnerships

Team Leadership and People Development

- Lead, coach, and develop a cross-functional marketing team across trade and digital functions, fostering a high-performance and collaborative culture
- Provide clear direction, ongoing feedback, and meaningful development opportunities to support team growth and career progression
- Conduct formal performance reviews and build individual development plans aligned with both business needs and personal goals
- Champion team culture - modeling accountability, curiosity, agility, and a commitment to excellence
- Partner with HR and leadership on headcount planning, hiring, and organizational design as the team evolves

Stakeholder and Global HQ Management

- Serve as the primary Canadian marketing voice to AmorePacific Global HQ, representing local market context in global planning and strategy cycles
- Lead the development and delivery of Canada's annual brand strategy conference.
- Collaborate with APUS on shared planning, launch alignment, and cross-regional initiatives
- Lead Canada's input into HQ budget processes, including A&P; investment justification and commercial impact modelling
- Navigate complex multi-stakeholder environments with confidence, maintaining alignment across global, regional, and local teams

Analytics and Reporting

- Track brand performance through regular sell-through reporting, flagging gaps and activating commercial response plans as needed




- Monitor A&P; spend against budget and report on marketing effectiveness to internal and HQ stakeholders
- Use data and analytics to evaluate campaign performance, optimize media investments, and build defensible business cases
- Analyze channel mix, SKU-level trends, and competitive dynamics to inform strategy and investment decisions

QUALIFICATIONS

- Bachelor’s degree in Marketing, Business, Communications, or a related field; MBA or equivalent advanced degree is an asset.
- 8+ years of progressive marketing experience, with at least 3 years in a people leadership or senior marketing management role.
- Strong experience in beauty, skincare, cosmetics, consumer goods, or a premium/luxury consumer brand; beauty industry experience is strongly preferred.
- Proven experience developing and leading annual and multi-year brand strategies, translating global or regional direction into locally relevant market plans.
- Strong commercial mindset with demonstrated experience managing A&P;/marketing budgets, forecasts, KPIs, and ROI, with accountability for business and sales performance.
- Significant experience working with major retail partners and developing trade marketing, promotional, launch, and in-store activation strategies; experience with Sephora or prestige beauty retail is a robust asset.
- Strong understanding of digital and performance marketing, including paid social, paid search, organic social, influencer/creator marketing, affiliate marketing, and full-funnel media strategy.
- Demonstrated experience leading integrated go-to-market strategies and product launches across retail, digital, PR, influencer, media, and experiential channels.
- Experience managing external media, creative, PR, and/or influencer agencies, including briefing, budget oversight, performance management, and campaign optimization.
- Strong analytical and financial capabilities, with the ability to interpret sell-through, channel, SKU, media, consumer, and competitive data and translate insights into commercial actions.
- Proven ability to lead, coach, and develop cross-functional marketing teams, establish clear priorities and accountability, and build a collaborative, high-performance culture.
- Demonstrated ability to influence and align senior stakeholders across local, regional, and global organizations, particularly within a matrixed or multinational environment.
- Excellent communication, presentation, and storytelling skills, with the confidence to present strategies, business cases, investment recommendations, and performance results to senior leadership.
- Strong negotiation and relationship-management skills, with the ability to build effective partnerships with retailers, agencies, global teams, and internal cross-functional stakeholders.
- Highly strategic and commercially minded, while remaining comfortable navigating executional details in a fast-paced and evolving environment.
- Strong organizational and project leadership skills, with the ability to manage multiple priorities, launches, stakeholders, and deadlines simultaneously.
- Entrepreneurial and consumer-focused mindset, with demonstrated curiosity, agility, accountability, and sound judgment in identifying opportunities and responding to changing market conditions.

We are committed to integration and equal opportunity. Accommodation is available to all applicants upon request throughout our recruitment process. Should you require accommodation during the interview process, please advise the recruiter when contacted.

📌 Sr. Manager, Laneige Marketing (Toronto)
🏢 AMOREPACIFIC
📍 Toronto