Sr. Growth Marketing Manager
About The Position
The Sr. Growth Marketing Manager owns paid growth end to end for an assigned country or group 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 financial accountability with hands-on paid-channel expertise and no people-management responsibility. The role plans media allocation across major global and local advertising platforms, develops measurement to assess performance, and shapes creative strategy. It brings together performance-channel management, paid-platform expertise, and performance-marketing methods including media mix modelling, incrementality testing, KPI design, and performance creative. The manager partners with regional marketing, merchandising, CRM, SEO, retail media, creative, data, and platform teams. They use analytics and AI tools to forecast, optimize campaigns, evaluate results, and communicate performance narratives and recommendations to senior leadership. The position supports markets within iHerb’s global business, which serves customers in more than 180 countries.
Requirements
- Hands-on, current 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 inform budget decisions, with an ability to explain the limitations of each method and when to trust different measures.
- Strong analytical ability and fluency in SQL or comfort working in a lakehouse or BI environment; able to build analyses independently.
- Proven performance-creative judgment, including writing briefs, running structured creative tests, and demonstrating how creative affected results.
- Clear written and verbal communication with senior stakeholders; comfortable owning performance results in executive discussions.
- Ability to operate independently, set priorities, and deliver outcomes without direct reports.
- Generally 10 or more years of performance or growth marketing experience, including at least 3 years directly owning paid-media budgets and outcomes for an e-commerce, marketplace, or DTC business.
- Bachelor’s degree in marketing, advertising, statistics, or a related field.
Nice To Haves
- Multi-country or cross-market experience.
- Experience in health, wellness, supplements, beauty, or regulated consumer categories.
- Experience with retail media networks, affiliate and partnership marketing, or app marketing, including ASO and MMP 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 MMM 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 global and relevant local advertising platforms.
- Set channel and campaign structure, bidding, audience and feed strategies, and launch cadence; conduct weekly optimization and monthly budget reallocation against combined-return targets.
- Deliver new-customer, revenue, customer-acquisition-cost, and return targets, and take accountability for paid performance in assigned markets.
- Translate local market context—including competitors, promotions, payment and delivery dynamics, seasonality, and advertising regulations—into media decisions.
- Coordinate with regional marketing, merchandising, CRM, SEO, and retail media teams so acquisition, onsite, and lifecycle efforts work together.
- Monitor platform roadmaps, run structured alpha and beta tests, and determine when AI-driven campaign types are ready to scale.
- Maintain signal quality through conversion APIs, 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 working relationships with advertising platform account teams to pursue betas, incentives, and support.
- Use media mix modelling and incrementality testing alongside platform attribution to set budgets by channel and market; design and interpret tests 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 briefs, testing creative elements, managing a testing backlog with creative and AI-production teams, and monitoring fatigue and refresh cadence.
- Use AI tools for analysis, forecasting, creative iteration, and campaign operations.
- Prepare weekly and monthly performance narratives and present results, explanations, changes, and needs to senior leadership.
- Perform other duties and responsibilities as needed or desirable.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
