Director, Brand Strategy at iHerb | Irvine, CA | $180K/yr – $210K/yr

iHerb

Director, Brand Strategy

Irvine, CA (On-site)

$180K/yr – $210K/yrDirector/Executive12+ years expFull time

Posted 7 weeks ago

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Job Summary

Own the global brand trajectory by turning market signals into region-aware strategies, governance, and scalable systems that guide campaigns, creative work, and partnerships.

Define and govern the global brand identity, architecture, and standards across markets.
Translate business and market insights into regional brand plans with measurable KPIs for awareness and equity.
Oversee the internal creative studio and set the creative vision for campaigns and product storytelling.

Job Description

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)
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

iHerb

iHerb is on a mission to make health and wellness accessible to all. Since our founding in 1996, we have been dedicated to offering Earth’s best-curated selection of health and wellness products, at the best possible value, delivered with the most convenient experience. We believe that health and wellness should be a universal right made possible through compassion and our collective action.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 teams have a strong sense of commitment and pride in their work, which has allowed us to grow. At iHerb, our purpose is to empower people to enhance their health, happiness, and well-being — that starts with valuing our team members by providing a positive culture with competitive benefits. Our five shared values unite our team members across the globe and provide a stable foundation. These values speak to who we are, the culture we’re building, and how every single team member contributes to our larger company vision. iHerb's Shared ValuesFocus on the Customer · Empower Our People · Be Entrepreneurial & Pivot Quickly · Embrace Diversity & Inclusion · Strive for Simplicity

Founded in 1996

Irvine, California, USA

1.6K employees (110 in marketing)

www.iherb.com