Dubai, UAE, As competition in the Middle East’s e-commerce and wellness sector continues to intensify, iHerb has appointed Mohamed Salah Helmy as Head of Paid Marketing for the MENA region, reinforcing its focus on performance-led growth and customer retention. Helmy joins the company at a time when scale alone is no longer a differentiator in regional e-commerce. Increasingly, operators are being measured on efficiency, repeat behaviour, and their ability to localise global platforms for diverse markets.
iHerb’s recent performance reflects that shift. The company reported $2.9 billion in net sales and over 44 million orders globally in fiscal 2025, supported by an 88 Net Promoter Score and a high proportion of repeat customers, an indicator of sustained user trust in a competitive category.
Within MENA, the company has expanded its operational footprint with the launch of a fulfilment centre in Riyadh and strengthened its regional leadership by appointing Juan Robledo as General Manager for the region late last year. The investments are aimed at improving delivery timelines and enhancing customer experience across Saudi Arabia and neighbouring markets.
Helmy’s mandate sits within this phase of execution.
With over 15 years of experience across digital marketing, media strategy and performance optimisation, he has held roles at Snap Inc., Jellyfish and Publicis Groupe. His work spans sectors including retail, finance, telecom and entertainment, with a focus on translating business KPIs into scalable marketing systems. His experience reflects a broader evolution within the region’s marketing landscape, where performance marketing is increasingly central to business strategy.
In a recent LinkedIn post, Helmy described the region as “at a pivotal turning point,” citing infrastructure investments such as the Riyadh fulfilment centre as enablers of a more seamless, customer-first experience across markets.
At iHerb, he will drive efforts to scale the company’s brand presence and performance across MENA, with a focus on customer acquisition, retention and market-specific execution. Helmy holds professional credentials from the Chartered Institute of Marketing and the Institute of Data & Marketing, and has worked extensively across MENA and EMEA markets on performance marketing and digital transformation initiatives.
His appointment comes as global e-commerce players deepen their investments in the Middle East, where growth is increasingly tied to operational efficiency, localisation and long-term customer value.
