Job Summary:
The Director of Global Paid Social, Display, and OTT/CTV marketing will lead a high-performing team responsible for strategy, planning, execution, and optimization of upper- and mid-funnel media investments across Meta, TikTok, YouTube, Snapchat, Pinterest, Programmatic Display, and Connected TV.
You will drive full-funnel performance — balancing brand awareness, new customer acquisition, and efficient ROI — through data-driven media strategy, creative excellence, and localized execution across key global regions (US, EU, APAC, LATAM, and MENA).
This leader will be accountable for translating global brand and commercial objectives into measurable outcomes, optimizing investments exceeding $200M+ annually across digital channels.
Job Expectations:
Strategy & Leadership
- Own the global paid social, display, and OTT/CTV roadmap aligned with corporate growth and regional priorities.
- Develop integrated media strategies that drive brand awareness, consideration, and customer acquisition.
- Collaborate cross-functionally with regional GMs, creative services, CRM, content and eCommerce teams to deliver consistent full-funnel performance.
- Lead global media planning cycles, ensuring optimal channel allocation across Meta, TikTok, YouTube, DV360, Amazon DSP, and Tatari.
- Partner with analytics and finance to define KPIs, forecast performance, and report on ROI, CAC, and brand lift.
Performance Optimization
- Oversee global performance media efficiency — ensuring optimal CPM, CPA, and ROAS across 30+ countries.
- Drive continual testing frameworks (creative, bidding, audience segmentation, and format innovation).
- Lead the global expansion of AI-optimized creative and dynamic ad placements, scaling localized and category-specific content.
- Partner with Product and Data Science to integrate advanced attribution models, incrementality testing, and MMM insights.
Channel & Creative Innovation
- Lead best-in-class campaign strategy for:
- Paid Social: Meta, TikTok, Pinterest, Snapchat, X
- Display: DV360, Amazon DSP, Criteo, Seedtag
- CTV/OTT: YouTube TV, Tatari, Hulu, MNTN, Amazon Prime Video
- Champion AI-generated creative assets and localization at scale across markets.
- Develop video-first, storytelling campaigns emphasizing trust, authenticity, and education — key to wellness and supplement categories.
- Partner with global creative and brand teams to execute campaigns supporting global tentpoles like the Anniversary Sale, Bonus Month, and Holiday Catalog.
Cross-Functional Collaboration
- Collaborate with CRM, Lifecycle, Content, Brand and Affiliate teams to ensure message and offer consistency across touchpoints.
- Work with House Brands marketing to build awareness of California Gold Nutrition and other owned brands through upper-funnel channels.
- Align with regional teams to ensure cultural relevance and market nuances in creative and channel selection (ex: Meta in MENA, Pinterest in EU, CTV in US).
Team & Vendor Management
- Build and lead a global team of channel managers, analysts, and regional specialists.
- Manage agency relationships (creative, media, and technology) ensuring accountability, innovation, and performance delivery.
- Evaluate and integrate new adtech, DSPs, and measurement partners.
The duties and responsibilities described above may provide only a partial description of this position. This is not an exhaustive list of all aspects of the job. Other duties and responsibilities not outlined in this document may be added as necessary or desirable, with or without notice.
Knowledge, Skills and Abilities:
Required:
- Proven success managing $50M+ annual media budgets with measurable ROI.
- Expertise in Meta Ads Manager, Google Marketing Platform (DV360, CM360, YouTube), TikTok Ads Manager, and programmatic platforms.
- Deep understanding of creative performance drivers and experience scaling AI and localized asset production.
- Experience in eCommerce or DTC environments (Health, Wellness, or Beauty strongly preferred).
- Analytical rigor: fluency in data visualization, attribution models, and cross-channel reporting.
- Strong leadership, communication, and global stakeholder management skills.
- Bachelor’s degree in Marketing, Business, or related field (MBA preferred).
Equipment Knowledge:
- Experience with Microsoft Office Suite (Word, Excel, PowerPoint)
- Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms) preferred
Experience Requirements:
- 10+ years in digital and performance media, with at least 5 years in leadership across global paid social, programmatic, and CTV.
Education Requirements:
- Bachelor’s degree in Marketing, Business, or related field.
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Staffing Agency Submission Notice
iHerb does not accept unsolicited 3rd party ("Agency") candidates. If you are an Agency, please send any requests to be considered as a supplier in our Vendor Management System to [email protected]. Do not contact iHerb employees directly. If requested to work on a role, any Agency candidates would be presented through the internal recruiting organization.
About iHerb
iHerb is on a mission to make health and wellness accessible to all. We offer Earth’s best-curated selection of health and wellness products, at the best possible value, delivered with the most convenient experience.
We’re the world’s largest eCommerce platform dedicated to vitamins, minerals, and supplements, and other health and wellness products. For more than 25 years, we’ve been making it simple for people all over the world to purchase the highest quality products. From supplements to skincare to grocery items, we ship over 50,000 products, from over 1,800 brands direct to our customers in 180+ countries.
Our vision is to become the #1 destination for health and wellness across the world.
With a passion for wellness and a mind for innovative solutions, iHerb team members share a vision for a healthier world that drives them each day. Our 5 Shared Values unite our global team:
Focus on the Customer · Empower Our People · Be Entrepreneurial & Pivot Quickly ·
Embrace Diversity & Inclusion · Strive for Simplicity
iHerb Benefits
At iHerb, we are dedicated to offering programs designed to help our employees and their families stay healthy, live well, and plan for their financial future. Built on a strong foundation, our programs provide options and upgrades with flexibility, protection, and security in mind. For the comprehensive benefits list, visit www.iHerbBenefits.com. For our international team members, you may be eligible for benefits depending on the country where you are employed. The Talent Acquisition Partner/local HR representative will go over the benefits you are eligible for.
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.
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