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iHerb · 1 day ago

Sr. Director - Brand, Creative & Content

United States of America - Irvine, California

Full-time

Onsite

Director/Executive

$190K/yr - $240K/yr

12+ years exp

iHerb is on a mission to make health and wellness accessible to all. The Sr. Director, Brand Marketing will be responsible for defining and driving iHerb’s global brand narrative and overseeing global storytelling, creative development, and social media strategy.

BeautyDelivery ServiceE-CommerceFood and BeverageHealth CareRetailSoftwareWellness

Comp. & Benefits

Responsibilities

Lead development and execution of iHerb’s global brand strategy, including the 'Why iHerb' trust platform and value-based storytelling

Define and protect brand positioning, voice, and visual identity across all markets, applicable for every customer and employee touchpoints (incl. iHerb.com)

Develop target customer segments and persona, leveraging both qualitative and quantitative methods

Partner with Regional Marketing leaders to localize global brand initiatives for cultural and market relevance

Establish the measurement for and optimize brand awareness, consideration, and preference in top markets

Oversee all organic social media strategy and execution across platforms (Instagram, TikTok, YouTube, Facebook, LinkedIn, etc.)

Drive influencer and creator collaborations that amplify iHerb’s brand story and drive engagement globally and regionally

Establish content pillars aligned with brand strategy, customer needs, and key growth campaigns

Foster innovation in formats (short-form video, livestreams, UGC) to maximize relevance and reach

Lead the in-house creative team (design, video, production, copywriting) and manage external agencies as needed

Develop scalable processes to deliver high-quality assets for global campaigns, regional activations, and performance marketing

Champion design excellence and ensure creative consistency across all platforms and customer touchpoints, including UX/UI

Qualification

Brand strategy developmentCreative leadershipSocial media expertiseInfluencer marketingAnalytical mindsetCross-functional collaborationGoogle Business SuiteAI-based creative strategiesLeadership skills

Required

Proven track record of building and scaling global brands with measurable impact

Deep expertise in social media, influencer marketing, and digital-first storytelling

Strong background in creative leadership, including managing in-house studios and agencies

Exceptional leadership and collaboration skills; ability to work across regions and functions

Strong analytical mindset to balance creativity with performance metrics

Experience working in global, cross-functional environments to align brand and creative execution without PR/communications scope

Generally requires a minimum of 12+ years of experience in brand marketing, creative leadership, or related fields within eCommerce, consumer goods, or retail