Sr. Director - Brand, Creative & Content

United States of America - Irvine, California

The Sr. Director, Brand Marketing will be responsible for defining and driving iHerb’s global brand narrative, ensuring consistency across all touchpoints while tailoring messaging for regional resonance. This leader will oversee global storytelling, creative development, organic and influencer-driven social media, and the in-house creative studio. As a key member of the marketing leadership team, this role will balance creative excellence with performance-driven outcomes, ensuring iHerb’s brand is trusted, inspiring, and differentiated in the wellness eCommerce category.

• 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. )
• 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, Tik Tok, You Tube, Facebook, Linked In, 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, live streams, 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

• 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.

• Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms) preferred
• Requisite knowledge of brand & creative platforms, and the latest in AI-based creative strategies and tactics.

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

Bachelor’s Degree or related qualifications preferred.

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.