Sr. Growth Marketing Manager

iHerb•Irvine, CA

1d•Remote

About The Position

The Sr. Growth Marketing Manager owns paid growth end to end for an assigned country or cluster of countries and is accountable for new-customer and revenue outcomes. This is a senior individual-contributor role on the Global Growth Marketing team, combining market-level P&L thinking with hands-on paid-channel expertise and no people-management responsibility. The role is remote and requires working PST hours. The manager allocates media across channels and platforms, establishes measurement to evaluate results, and shapes performance creative strategy. The work spans performance channel management, paid-platform expertise, and performance marketing practices including media mix modelling, incrementality testing, KPI design, and performance creative. The role works with teams across regional marketing, merchandising, CRM, SEO, retail media, creative, data, and analytics, and presents market performance narratives to senior leadership. The position uses iHerb’s enterprise data and analytics resources, in-house measurement capabilities, direct platform relationships, creative and AI-assisted production resources, and AI tools connected to ad platforms, the data warehouse, and reporting. The company operates across 180+ countries, 46 site languages, and 85 currencies, with more than 16 million active customers.

Requirements

Generally, 10 or more years of experience in performance or growth marketing.
At least 3 years directly owning paid-media budgets and outcomes for an e-commerce, marketplace, or direct-to-consumer business.
Current, hands-on expertise in Google Ads and Meta Ads at scale, including Performance Max, Demand Gen, Advantage+ Shopping, Conversions API, and value-based bidding.
Working knowledge of TikTok Ads, ChatGPT ads, and other paid advertising channels.
Demonstrated use of media mix modelling and incrementality testing to change budget decisions, with the ability to explain the limitations of each method and when to trust each result.
Strong analytical ability and fluency in SQL or comfort working in a lakehouse or BI environment, such as Databricks, Looker, or Tableau; able to conduct analyses independently.
Proven performance-creative judgment, including writing briefs, running structured creative tests, and demonstrating how creative changed results.
Clear written and verbal communication with senior stakeholders, including confidence owning performance results in executive discussions.
Ability to operate independently, set priorities, and deliver outcomes without direct reports.
Bachelor’s degree in marketing, advertising, statistics, or a related field.

Nice To Haves

Experience in health, wellness, supplements, beauty, or other regulated consumer categories.
Multi-country or cross-market experience.
Experience with retail media networks, affiliate and partnership marketing, or app marketing, including ASO and mobile measurement partner data such as AppsFlyer or Adjust.
Experience in APAC, MENA, or European markets and with local platforms such as Naver, Yahoo! Japan, Kakao, Yandex, or LINE.
Familiarity with open-source or vendor media mix modelling frameworks such as Measured, Meridian, Robyn, PyMC-Marketing, or commercial equivalents, and with geo-experiment design.
Hands-on use of generative AI tools for analysis, creative production, and campaign operations.
Additional language skills relevant to assigned markets.

Responsibilities

Own performance channels end to end for assigned countries or markets.
Manage paid-media budgets, forecasts, and monthly pacing across Google, Meta, TikTok, ChatGPT Ads, Apple Search Ads, and relevant local platforms.
Set channel and campaign structures, bidding strategies, audience and feed strategies, and launch cadence; optimize weekly and reallocate monthly against combined-return targets.
Deliver new-customer, revenue, customer acquisition cost (CAC), and return targets for assigned markets, taking single-point accountability for paid performance.
Translate local market conditions—including competitors, promotional calendars, payment and delivery dynamics, seasonality, and advertising regulations—into media decisions.
Coordinate with regional marketing, merchandising, CRM, SEO, and retail media teams so paid acquisition, on-site activity, and lifecycle efforts work together.
Monitor paid-platform roadmaps, run structured alpha and beta tests, and determine when AI-driven campaign types are ready to scale.
Ensure signal quality through Conversions API, enhanced conversions, server-side tagging, offline feeds, and value-based conversion feeds, including LTV- and margin-weighted values.
Design first-party data activation with CRM and data teams, including customer-list audiences, exclusions, predictive LTV segments, and lookalike or Advantage+ audience strategies.
Build relationships with platform account teams to secure betas, incentives, and support.
Use media mix modelling and incrementality testing, including geo-lift, conversion-lift, and holdout tests, alongside platform attribution to set budgets by channel and market.
Design and run measurement tests, interpret findings, and adjust plans based on results.
Define and defend market KPI frameworks covering new-customer CAC, blended and incremental return, contribution margin after discount and media, payback, and cohort LTV; reconcile platform, modelled, and finance-reported results.
Lead performance creative strategy by writing insight-based briefs, testing creative elements such as hooks, body copy, and calls to action, managing the testing backlog, and tracking fatigue and refresh cadence.
Use AI tools for analysis, forecasting, creative iteration, and campaign operations, and model effective use of these tools.
Prepare weekly and monthly performance narratives explaining results, causes, planned changes, and needs; present clearly and with a point of view to senior leadership.