Director, Brand Strategy

Overview

For A Better You At iHerb, we believe that living a healthy and balanced life should be easy and accessible to everyone. As a team member, we’ll empower you to live this promise each day as you make a truly global impact in your career. We constantly strive for innovation, while transforming and improving the online shopping experience for our customers. We believe that individually we are incredible, but when we come together, our growth is infinite. In an industry that is constantly evolving, we are on a mission to make an impact on the global market, and the individual and collaborative efforts of our people are paramount to helping us succeed. Whether you work in one of our logistics centers, technology hubs, corporate offices or even from home, your role at iHerb will take you beyond what’s expected, turning challenge into change.
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. 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.
Job Responsibilities
Define and continuously refine iHerb’s global brand positioning, narrative, and value proposition across regions and customer segments.
Translate business and market insights into clear brand strategies; 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).
Establish and govern the global brand identity framework, including visual identity, tone of voice, and brand guidelines; build scalable brand systems for consistency across touchpoints.
Define enterprise-wide brand standards and governance models; establish guardrails and frameworks that empower teams while protecting brand integrity.
Lead the internal creative studio responsible for producing marketing and brand assets; provide strategic oversight and set the creative vision for campaigns, product storytelling, and content.
Ensure output is strategically aligned with brand objectives and evaluated against brand strategy and business outcomes.
Drive consistency across international markets while allowing for localized relevance; implement governance processes for brand approvals and escalation points.
Collaborate with Growth, Product, Merchandising, and International teams; influence executive leadership on brand implications of business decisions.
Manage and mentor a team of designers, creatives, and external partners; develop brand strategy capabilities within the organization.
Knowledge, Skills and Abilities
Required: Bachelor’s degree in graphic design, marketing, or related field; 12+ years of experience in branding, brand strategy, or creative design.
Strong leadership and team management skills; experience operationalizing brand strategy at global/enterprise level.
Strong analytical skills to interpret brand performance data and market research; experience influencing executive stakeholders.
Excellent communication, collaboration, and presentation skills; ability to work in a fast-paced environment; strong cross-functional influence.
Proven track record of developing successful marketing campaigns; proficiency in Adobe Creative Suite and other design software.
Cross-device and cross-platform design experience (iOS, Android, mobile web, desktop).
Education Requirements
BA or BS in interactive design, graphic design, or equivalent experience.
Compensation
The expected salary range for this role is $180,000 - $210,000 USD. The actual base pay offered will be determined by factors such as the candidate’s relevant experience, education, geographic location, and internal equity.
EEO and Company Policies
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.
iHerb does not accept unsolicited third-party agency candidates. If you are an agency, please submit inquiries to the Vendor Management System as directed in the job posting.
This job description contains information about the role as described at the time of posting and is subject to change.

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