Director, Brand Strategy

United States of America - Irvine, CaliforniaJob SummaryWe 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. This leader will translate business objectives, customer insights, and market dynamics into a cohesive global brand strategy, ensuring alignment across regions, functions, and channels. Unlike a traditional creative production lead, this role is fundamentally strategic: shaping how iHerb shows up in the world, ensuring consistency across markets, and translating business priorities into a cohesive brand system. The role serves as the organization's central authority on brand strategy, distinct from creative production and campaign execution functions. They will possess excellent leadership skills, the ability to inspire and motivate a team, and have the ability to effectively communicate their ideas to multiple teams and stakeholders. This role is distinct from creative production leadership roles and does not primarily focus on the execution of marketing assets or day-to-day design management.Job ExpectationsBrand Strategy & PositioningDefine and continuously refine iHerb's global brand positioning, narrative, and value propositionTranslate business and market insights into clear brand strategies across regions and customer segmentsPartner with leadership to align brand direction with company growth prioritiesDevelop long-term (3–5 year) brand strategy and equity-building initiativesDefine brand architecture across product categories, customer segments, and global marketsEstablish KPIs and measurement frameworks for brand health (e.g., awareness, perception, equity)Brand Identity & SystemsEstablish and govern iHerb's global brand identity framework, including visual identity, tone of voice, and brand guidelinesBuild 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 partnersEstablish guardrails and frameworks that empower teams while protecting brand integrityLead the internal creative studio responsible for producing marketing and brand assetsProvide strategic oversight to the internal creative studio; day-to-day creative production is executed by creative operations and studio leadershipSet the creative vision and direction for campaigns, product storytelling, and contentEstablish strategic brand frameworks and guardrails that inform campaign development and creative directionEnsure output is not only high-quality but strategically aligned with brand objectivesElevate the overall creative standard across the organizationEvaluate creative effectiveness against brand strategy and business outcomes, rather than directly managing asset productionGlobal Brand GovernanceDrive consistency across international markets while allowing for localized relevanceDefine decision rights and governance processes for brand approvals across regionsImplement processes and review mechanisms to maintain brand quality at scalePartner with regional teams to adapt brand strategy effectively without diluting core identityServe as final escalation point for brand strategy decisions impacting multiple markets or functionsCross-Functional LeadershipCollaborate closely with Growth, Product, Merchandising, and International teamsInfluence 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 decisionsManage and mentor a team of designers, creatives, and external partners/agenciesLead and develop brand strategy capabilities within the organization; direct management of creative production teams may be indirect or through layered leadershipKnowledge, Skills and AbilitiesBachelor's degree in graphic design, marketing, or a related field+12 years of experience in branding, brand strategy, or creative designStrong leadership and team management skillsExperience developing and operationalizing brand strategy at a global or enterprise levelStrong analytical skills, including ability to interpret brand performance data and market researchExperience influencing executive stakeholders and driving cross-functional alignmentExcellent communication and collaboration and presentation skillsAbility to work in a fast-paced environmentProven track record of developing successful marketing campaignsProficient in Adobe Creative Suite and other design softwareStrong understanding of industry trends and best practicesCross-device and cross-platform design skills in the native environment (iOS and Android), mobile web and desktopExcellent communication, presentation, and interpersonal skills and ability to champion design decisionsExperience leading a teamEquipment KnowledgeProficiency in design and prototyping tools such as Adobe CS and SketchSuperior knowledge of Adobe Creative SuiteExperience with Microsoft Office Suite (Word, Excel, PowerPoint)Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms)Education RequirementsBA or BS in interactive design, graphic design, or equivalent experience.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. iHerb provides equal employment opportunities to all applicants for employment and prohibits discrimination and harassment.J-18808-Ljbffr