Director, Brand Strategy

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, focusing on long-term brand positioning, architecture, and market differentiation.

Job Expectations

• 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

• Lead the internal creative studio responsible for producing marketing and brand assets

• Provide strategic oversight to the internal creative studio; day-to-day creative production is executed by creative operations and studio leadership

• Set the creative vision and direction for campaigns, product storytelling, and content

• Establish strategic brand frameworks and guardrails that inform campaign development and creative direction

• Elevate the overall creative standard across the organization

• Evaluate creative effectiveness against brand strategy and business outcomes, rather than directly managing asset production

• Drive consistency across international markets while allowing for localized relevance

• Define decision rights and governance processes for brand approvals across regions

• Implement processes and review mechanisms to maintain brand quality at scale

• Partner with regional teams to adapt brand strategy effectively without diluting core identity

• Implement processes and review mechanisms to maintain brand quality at scale

• Serve as final escalation point for brand strategy decisions impacting multiple markets or functions

• Collaborate closely with Growth, Product, Merchandising, and International teams

• Influence executive leadership on brand implications of business decisions (e.g., product launches, market entry, partnerships)

• Influence senior stakeholders and serve as the central authority on brand decisions

• Manage and mentor a team of designers, creatives, and external partners/agencies

• Lead and develop brand strategy capabilities within the organization; direct management of creative production teams may be indirect or through layered leadership

Required Knowledge, Skills and Abilities

• 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

• 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

• Strong understanding of industry trends and best practices

• Cross-device and cross-platform design skills in the native environment (iOS and Android), mobile web and desktop

• Excellent communication, presentation, and interpersonal skills and ability to champion design decisions

• Experience working in a fast-paced environment and with rapid prototyping

• Experience leading a team

Education Requirements

• Bachelor's degree 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.