Director, Brand Strategy

About the role

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.

Responsibilities

• 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

Qualifications

• 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
• 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