As competition intensifies across the Middle East’s e-commerce and wellness sector, iHerb has appointed Mohamed Salah Helmy as Head of Paid Marketing for the MENA region. The move reflects a broader shift toward performance-led growth, customer retention, and localised strategies in the region.
Strengthening Performance Marketing in MENA
Helmy joins iHerb at a time when scale alone is no longer enough to win in e-commerce. Businesses are increasingly being evaluated on efficiency, repeat purchase behaviour, and their ability to adapt global platforms to local market dynamics.
In a recent LinkedIn update, Helmy described the MENA region as being at a “pivotal turning point,” highlighting the growing role of infrastructure and customer-first experiences in shaping the next phase of growth.
Driving Growth Through Experience and Strategy
With over 15 years of experience in digital marketing, media strategy, and performance optimisation, Helmy has worked across major global networks. His career includes roles at Snap Inc., Jellyfish, and Publicis Groupe, where he focused on building scalable, KPI-driven marketing systems.
His expertise spans industries such as retail, telecom, finance, and entertainment, reflecting the growing importance of integrated performance marketing across sectors.
iHerb’s Expanding Regional Footprint
iHerb continues to scale its presence in the Middle East, supported by investments such as its Riyadh fulfilment centre and leadership expansion in the region. These efforts are aimed at improving delivery timelines and enhancing customer experience across Saudi Arabia and neighbouring markets.
Globally, the company reported strong performance, with billions in annual sales and millions of orders, supported by high customer satisfaction and repeat purchase rates.
Focus on Localisation and Customer Retention
In his new role, Helmy will focus on scaling iHerb’s brand presence across MENA while driving customer acquisition and retention. His mandate aligns with the company’s strategy to build long-term customer value through more targeted, efficient, and locally relevant marketing initiatives.
As global e-commerce players continue to invest in the region, success is increasingly defined by operational efficiency, personalised engagement, and sustainable growth strategies.
