Mohamed Salah Helmy, Head of Paid Marketing, iHerbGlobal health and wellness giant iHerb has appointed Mohamed Salah Helmy as Head of Paid Marketing for the MENA region.
This move signals a strategic reinforcement of iHerb’s commitment to the region, focusing on accelerating brand performance and scaling digital operations across one of the company’s most dynamic markets.
Helmy joins iHerb at a moment of significant global momentum. The company recently reported a milestone fiscal 2025, delivering $2.9bn in net sales and processing over 44 million orders worldwide.
These figures are underpinned by a formidable 88 Net Promoter Score (NPS) and a 80 per cent repeat-customer rate; metrics that reflect a high degree of consumer trust in a highly competitive category.
In this context, Helmy’s mandate is centred on translating this global power into regional market share. With more than 15 years of experience at the intersection of media agencies and e-commerce marketing, he brings a track record of delivering success.
His career includes previous roles at Snap Inc., Jellyfish and Publicis Groupe, where he specialised in navigating the ad-tech landscape to drive measurable commercial growth for many clients across EMEA landscape.
Commenting on the landscape, Helmy noted that there is a deep-rooted trust in the iHerb brand. On a social media post he wrote that his focus is to move beyond traditional platform KPIs and leverage strategic marketing to redefine the wellness experience across MENA.
At iHerb, Helmy will drive efforts to scale the brand’s digital presence, with a particular focus on performance and long-term customer retention. His arrival reflects a broader trend in the UAE and KSA professional sectors, where global powerhouses are increasingly hiring specialised, regional experts to navigate the nuances of the Middle Eastern consumer base.
Helmy, who holds professional credentials from the Chartered Institute of Marketing (CIM) and the Data & Marketing Association (DMA), expressed his gratitude to the global executive team for their trust.
The appointment comes as the region’s e-commerce market continues to move away from simple market entry toward a more sophisticated era of operational efficiency and high-value localisation.
For iHerb, the focus now turns to execution, ensuring that the record-breaking momentum of 2025 serves as the foundation for the next phase of regional growth.
In the MENA region specifically, iHerb is aggressively deepening its footprint. This expansion is highlighted by the recent launch of a state-of-the-art fulfillment center in Riyadh, Saudi Arabia, designed to localise logistics and dramatically enhance delivery speeds.
This infrastructure investment follows the appointment of Juan Robledo as General Manager for MENA late last year, further stabilising the leadership team dedicated to the region’s bespoke needs.
The move isn’t just a hire; it’s a strategic play to double down on performance-led growth and retention in a market where simply being “big” is no longer enough to win.
