iHerb, LLC

Director, Brand Strategy

Irvine, CA (Remote)

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

Posted 3 weeks ago

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Job Summary

Own global brand framework and governance, turning insights into regionally relevant positioning and narratives while guiding creative direction and policy across markets.

  • Own global brand framework, KPIs, and health metrics to track awareness, perception, and equity across regions and products.
  • Lead the internal creative studio with guardrails for impactful product storytelling and campaign direction at scale.

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
  • 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
  • Experience with external partners/agencies
  • Experience with rapid prototyping
  • Experience developing brand strategy capabilities within the organization (leadership/mentorship)