Leadership and Strategic Direction in iHerb's Marketing Team

iHerb's marketing team is led by experienced executives who emphasize data-driven, customer-centric, and innovative strategies to drive growth in the health and wellness e-commerce sector. The leadership includes a Chief Marketing Officer, Steve Cho, who oversees customer-facing functions such as marketing, site content, and customer service, providing strategic guidance and fostering a culture of craftsmanship and innovation. Additionally, Hyeyoung Moon, a senior executive with over two decades of experience in scaling global brands, leads Global Marketing, Merchandising, and Customer Experience, focusing on data-informed marketing, consumer insights, and e-commerce strategy to accelerate growth and enhance customer value worldwide.

Strategically, iHerb’s marketing approach is structured with clear hierarchies and cross-functional collaboration. For example, the Sr. Growth Marketing Manager reports to the Director of Global Paid Media and works closely with regional leaders like the Director/General Manager of APAC Markets. This matrixed structure supports integrated marketing efforts involving business insights, product development, engineering, creative, and influencer media teams. The company prioritizes a data-driven methodology with strong emphasis on analytics, A/B testing, and performance optimization to meet business objectives, while encouraging entrepreneurial agility to adapt quickly in a dynamic market.

The strategic direction aligns with iHerb’s mission to provide the best value and experience in natural health products, leveraging global trends such as mobile internet penetration, secure mobile payments, and advancements in organic ingredients. This positions iHerb uniquely to capitalize on growth opportunities in the natural health product e-commerce space.

In summary, iHerb’s marketing leadership combines seasoned global brand expertise with a structured yet agile team environment, focusing on data-driven growth strategies, customer-centric innovation, and cross-functional collaboration to drive the company’s strategic marketing direction.