Director, Brand Strategy

Job Summary

We are seeking a Director, Brand Strategy to define, evolve, and scale iHerb’s global brand strategy at the enterprise level. This role is fundamentally strategic, focused on long-term brand positioning, architecture, and market differentiation. This leader will translate business objectives, customer insights, and market dynamics into a cohesive global brand strategy, ensuring alignment across regions, functions, and channels. Unlike a traditional creative production lead, this role is fundamentally strategic: shaping how iHerb shows up in the world, ensuring consistency across markets, and translating business priorities into a cohesive brand system. The role serves as the organization’s central authority on brand strategy, distinct from creative production and campaign execution functions. They will possess excellent leadership skills, the ability to inspire and motivate a team, and have the ability to effectively communicate their ideas to multiple teams and stakeholders. This role is distinct from creative production leadership roles and does not primarily focus on the execution of marketing assets or day-to-day design management.

Job Expectations

Brand Strategy & Positioning
Define and continuously refine iHerb’s global brand positioning, narrative, and value proposition
Translate business and market insights into clear brand strategies across regions and customer segments
Partner with leadership to align brand direction with company growth priorities
Develop long-term (3–5 year) brand strategy and equity-building initiatives
Define brand architecture across product categories, customer segments, and global markets
Establish KPIs and measurement frameworks for brand health (e.g., awareness, perception, equity)
Brand Identity & Systems
Establish and govern iHerb’s global brand identity framework, including visual identity, tone of voice, and brand guidelines
Build scalable brand systems that ensure consistency across all touchpoints (digital, packaging, campaigns, social, etc.)
Define enterprise-wide brand standards and governance models to guide execution across internal teams and external partners
Establish guardrails and frameworks that empower teams while protecting brand integrity
Creative Direction & Studio Oversight
Lead the internal creative studio responsible for producing marketing and brand assets
Provide strategic oversight to the internal creative studio; day-to-day creative production is executed by creative operations and studio leadership
Set the creative vision and direction for campaigns, product storytelling, and content
Establish strategic brand frameworks and guardrails that inform campaign development and creative direction
Ensure output is not only high-quality but strategically aligned with brand objectives
Elevate the overall creative standard across the organization
Evaluate creative effectiveness against brand strategy and business outcomes, rather than directly managing asset production

Global Brand Governance

• Drive consistency across international markets while allowing for localized relevance
• Define decision rights and governance processes for brand approvals across regions
• Implement processes and review mechanisms to maintain brand quality at scale
• Partner with regional teams to adapt brand strategy effectively without diluting core identity
• Implement processes and review mechanisms to maintain brand quality at scale
• Serve as final escalation point for brand strategy decisions impacting multiple markets or functions

Cross-Functional Leadership

Collaborate closely with Growth, Product, Merchandising, and International teams
Influence executive leadership on brand implications of business decisions (e.g., product launches, market entry, partnerships)
Influence senior stakeholders and serve as the central authority on brand decisions
Manage and mentor a team of designers, creatives, and external partners/agencies
Lead and develop brand strategy capabilities within the organization; direct management of creative production teams may be indirect or through layered leadership

Knowledge, Skills and Abilities

Required

Bachelor's degree in graphic design, marketing, or a related field
+12 years of experience in branding, brand strategy, or creative design
Strong leadership and team management skills
Experience developing and operationalizing brand strategy at a global or enterprise level
Strong analytical skills, including ability to interpret brand performance data and market research
Experience influencing executive stakeholders and driving cross-functional alignment
Excellent communication and collaboration and presentation skills
Ability to work in a fast-paced environment
Proven track record of developing successful marketing campaigns
Proficient in Adobe Creative Suite and other design software
Strong understanding of industry trends and best practices
Cross-device and cross-platform design skills in the native environment (iOS and Android), mobile web and desktop
Excellent communication, presentation, and interpersonal skills and ability to champion design decisions
Experience working in a fast-paced environment and with rapid prototyping
Experience leading a team

Equipment Knowledge

• Proficiency in design and prototyping tools such as Adobe CS and Sketch
• Superior knowledge of Adobe Creative Suite

Experience with Microsoft Office Suite (Word, Excel, PowerPoint)

Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms) preferred

Education Requirements

BA or BS in interactive design, graphic design, or equivalent experience.

#LI-ME1

The anticipated pay scale for this position can be found below, however the pay range applicable to you may vary by geographic location based on where the job is located or where you work. The final pay offered to a successful candidate will be dependent on several factors that may include but are not limited to the type and years of experience within the job, the type of years and experience within the industry, education, etc. iHerb, LLC is a multi-state employer and this pay scale may not reflect positions that work in other states or locations.

Employees (and their families) that meet eligibility criteria as outlined in applicable plan documents are eligible to participate in our medical, dental, vision, and basic life insurance programs and may enroll in our company’s 401(k) plan. Employees will also be eligible for Time Off and Paid Sick Leave pursuant to the company’s policies. Employees will enjoy paid holidays throughout the calendar year. Eligibility requirements for these benefits will be controlled by applicable plan documents.

Hired applicant may be awarded Restrict Stock Units and receive annual bonuses pursuant to eligibility and performance criteria defined in the respective plan documents and policies.

For more information on iHerb benefits, visit us at iHerbBenefits.com.

Anticipated Pay Scale

$180,000 - $210,000 USD

Staffing Agency Submission Notice

iHerb does not accept unsolicited 3rd party ("Agency") candidates. If you are an Agency, please send any requests to be considered as a supplier in our Vendor Management System to staffingvendors@iherb.com. Do not contact iHerb employees directly. If requested to work on a role, any Agency candidates would be presented through the internal recruiting organization.

About iHerb

iHerb is on a mission to make health and wellness accessible to all. We offer Earth’s best-curated selection of health and wellness products, at the best possible value, delivered with the most convenient experience.

We’re the world’s largest eCommerce platform dedicated to vitamins, minerals, and supplements, and other health and wellness products. For more than 25 years, we’ve been making it simple for people all over the world to purchase the highest quality products. From supplements to skincare to grocery items, we ship over 50,000 products, from over 1,800 brands direct to our customers in 180+ countries.

Our vision is to become the #1 destination for health and wellness across the world.

With a passion for wellness and a mind for innovative solutions, iHerb team members share a vision for a healthier world that drives them each day. Our 5 Shared Values unite our global team:

Focus on the Customer · Empower Our People · Be Entrepreneurial & Pivot Quickly ·

Embrace Diversity & Inclusion · Strive for Simplicity

iHerb Benefits

At iHerb, we are dedicated to offering programs designed to help our employees and their families stay healthy, live well, and plan for their financial future. Built on a strong foundation, our programs provide options and upgrades with flexibility, protection, and security in mind. For the comprehensive benefits list, visit www.iHerbBenefits.com. For our international team members, you may be eligible for benefits depending on the country where you are employed. The Talent Acquisition Partner/local HR representative will go over the benefits you are eligible for.

iHerb is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status. iHerb provides equal employment opportunities to all applicants for employment and prohibits discrimination and harassment.