Key skills
Performance marketingGrowth marketingPaid media platformsGoogle AdsMeta AdsTikTok AdsApple Search AdsPaid searchPaid socialApp acquisitionDisplay advertisingRetargetingShopping campaignsFeed-based advertisingMarketplace mediaBudget managementCustomer acquisition cost (CAC) measurementReturn on ad spend (ROAS) measurementLifetime value (LTV) measurementPayback period measurementConversion rate optimizationRetention analysisContribution margin analysisCohort performance analysisIncrementality measurementGeo testingConversion lift studiesHoldout testingMatched market testsMedia mix modelingAttribution analysisCreative testing frameworksCreative performance assessmentMicrosoft Office SuiteGoogle Business SuiteLookerTableauGoogle AnalyticsAmplitudeEcommerce marketing operations platformsSpanishPortugueseAnalyticsBILeadership
About this role
iHerb is on a mission to make health and wellness accessible to all, and they are seeking a Growth Marketing Manager to lead paid acquisition and performance media growth across key North American markets. This role will focus on scaling efficient customer acquisition, improving ROAS, and optimizing performance creative across various platforms.
Responsibilities:
- Manage paid media campaigns across global and region-specific performance platforms, including Google Ads, Meta Ads, TikTok Ads, Apple Search Ads, and other relevant regional paid media platforms
- Optimize campaigns against business goals including new customer acquisition, revenue, ROAS, CAC, LTV, contribution margin, conversion rate, and payback period
- Develop budget allocation strategies across markets, channels, campaigns, audiences, and funnel stages based on performance, incrementality, and growth potential
- Lead performance creative testing across paid social, search, display, app, and regional media platforms
- Partner with creative teams to develop, test, and iterate performance assets, including static ads, short-form video, UGC-style creative, localized messaging, promotional creative, landing page concepts, and app install assets
- Build and manage structured testing roadmaps for audiences, bidding strategies, campaign structures, creative concepts, offers, landing pages, and platform-specific optimization tactics
- Analyze campaign performance by market, channel, audience, creative, product category, device, and customer segment to identify opportunities for scale and efficiency
- Lead measurement efforts across attribution, incrementality, media mix insights, geo testing, holdout testing, lift studies, cohort analysis, and LTV-based optimization
- Work with analytics and data science partners to improve performance reporting, attribution accuracy, incrementality measurement, and decision-making frameworks
- Evaluate platform-reported performance against internal measurement, incrementality, and business-level outcomes
- Manage relationships with media platforms, regional paid media partners, and performance agencies to drive improved campaign performance and access to beta opportunities
- Monitor performance trends, auction dynamics, competitive intensity, CPM/CPC/CVR shifts, and platform changes across markets
- Communicate performance results, insights, risks, and recommendations to leadership and cross-functional stakeholders
Requirements:
- Proven experience in performance marketing, growth marketing, paid media, or digital acquisition, preferably in eCommerce, marketplace, retail, consumer technology, subscription, beauty, health and wellness, or mobile app businesses
- Hands-on experience managing paid media campaigns across multiple markets
- Deep platform expertise across major global paid media channels, including Google Ads, Meta Ads, TikTok Ads, and Apple Search Ads
- Strong understanding of paid search, paid social, app acquisition, display, retargeting, shopping campaigns, feed-based advertising, and marketplace media
- Proven ability to manage and optimize meaningful paid media budgets across multiple markets and channels
- Strong analytical skills with experience measuring CAC, ROAS, LTV, payback period, conversion rate, retention, contribution margin, and cohort performance
- Experience with incrementality measurement, including geo tests, conversion lift studies, holdout tests, matched market tests, or media mix modeling inputs
- Strong understanding of attribution limitations, platform-reported bias, privacy changes, signal loss, and measurement tradeoffs
- Experience building creative testing frameworks and translating performance data into actionable creative recommendations
- Ability to assess creative performance by hook, message, offer, format, audience, localization, and funnel stage
- Proven experience as a hands-on performance marketer with deep expertise in paid media platforms, regional media ecosystems, creative testing, campaign optimization, and incrementality-based measurement
- Highly analytical, comfortable managing large budgets, and experienced in adapting performance strategies across diverse markets
- Professional fluency or native-level fluency in English required
- Experience with Microsoft Office Suite (Word, Excel, PowerPoint)
- Experience with analytics and BI tools such as Looker, Tableau, Google Analytics, Amplitude, or similar platforms
- Experience with ecommerce marketing operations platforms & tools
- Generally requires seven (7) years of experience in performance marketing, growth marketing, paid media, or digital acquisition, preferably in eCommerce, marketplace, retail, consumer technology, subscription, beauty, health and wellness, or mobile app businesses
- Professional fluency or native-level fluency in Spanish or Portuguese preferred
- Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms) preferred
- Bachelor's Degree in Business or related field preferred