iHerb, LLC

Director, Personalization – Retention

iHerb, LLC

full-time

Posted on:

Location Type: Remote

Location: United States

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Salary

💰 $176,534 - $264,801 per year

Job Level

Lead

About the role

  • Develop and execute a company-wide personalization strategy to maximize customer engagement, retention, and revenue.
  • Lead and develop a high-performing team of marketing professionals responsible for personalization and retention initiatives.
  • Provide coaching, mentorship, and professional development to direct reports to foster innovation and growth.
  • Define KPIs for personalization success, including revenue per customer, AOV, order frequency, conversion, and engagement lift.
  • Establish clear goals and performance standards to ensure alignment with organizational priorities and cross-functional objectives.
  • Partner cross-functionally with Marketing, Product, BI, and Engineering to design and implement a scalable personalization engine.
  • Lead the design and implementation of a real-time personalization platform that delivers the right message, offer, and content to the right customer at the right time.
  • Leverage generative AI, machine learning models, and predictive analytics to power customer segmentation, product recommendations, and lifecycle triggers.
  • Build and manage a library of thousands of dynamic offers and messages, optimized through continuous testing and reinforcement learning.
  • Collaborate with Data Science to develop customer propensity models and “next best action” algorithms.
  • Redefine the customer journey by embedding personalization into every channel—site, app, email, push, and loyalty program.
  • Partner with Creative and CRM teams to scale personalized content generation using AI tools and templates.
  • Design and launch a next-generation personalized rewards and loyalty ecosystem, surpassing traditional programs in perceived and delivered value.
  • Establish a robust experimentation framework (A/B and multivariate testing) to continuously improve personalization performance.
  • Build real-time dashboards with the BI team to measure personalization impact on conversion, retention, and customer value.
  • Partner with analytics and finance teams to quantify ROI and optimize investment in personalization initiatives.

Requirements

  • 12+ years of experience in digital marketing, CRM, personalization, or growth roles, with at least 12 years in a leadership capacity.
  • Proven experience building or leading AI/ML-driven personalization programs at scale (eCommerce, retail, or digital-first business).
  • Solid understanding of marketing technology, including CDPs, recommendation systems, and targeted marketing mechanics.
  • Expertise in data-driven customer segmentation, lifecycle marketing, and offer optimization.
  • Demonstrated ability to translate data insights into actionable marketing strategies that drive measurable business impact.
  • Exceptional leadership, collaboration, and communication skills; ability to inspire cross-functional teams.
  • Bachelor’s degree required; MBA or advanced degree in Marketing, Data Science, or related field preferred.
Benefits
  • Medical, dental, vision, and basic life insurance programs
  • 401(k) plan
  • Time Off
  • Paid Sick Leave
  • Paid holidays throughout the calendar year
  • Potential for RSUs and annual bonuses based on eligibility and performance

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
personalization strategycustomer engagementretention initiativesKPI definitionreal-time personalization platformgenerative AImachine learningpredictive analyticsA/B testingcustomer segmentation
Soft skills
leadershipcoachingmentorshipcollaborationcommunicationinnovationgrowth mindsetteam developmentinspirationgoal setting
Certifications
Bachelor's degreeMBAadvanced degree in Marketingadvanced degree in Data Science