DIRECT BRAND MANAGER

Direct Brand Manager—Wella

At Sally Beauty Holdings, Inc., our purpose is to inspire a more colorful, confident, and welcoming world. We are the leader in professional hair color, selling and distributing professional beauty supplies across 11 countries through our Sally Beauty and Beauty Systems Group businesses. Sally Beauty offers products for hair color, hair care, nails, and skin care to retail customers looking for salon-quality products at a value price. Beauty Systems Group, branded as Cosmo Prof or Armstrong McCall stores, along with its direct sales consultants, sell professionally branded products intended for use and resale by salons to retail consumers.

About the role

Location: Ideal candidate would need to reside in either Maryland, or District of Columbia. Travel: Ability to travel 50% of the time and work weekends.

The Direct Brand Manager (DBM) role is to increase and develop the presence of the Wella brand in the professional market within their respective territory. The DBM is responsible for opening new doors and driving growth with existing customers by focusing on developing Wella's professional hair color line and the full retail collections.

Responsibilities

Grow the Business: 60%

• Establish and implement initiatives to generate sales and achieve sales goals through new door acquisitions and existing key customers.
• Grow the professional hair color line based upon regional KPI's.
• Build loyalty program participation with existing and new customers.
• Educate Distributor Sales Consultants how to sell color and retail to their customers and educate the Stylist on how to grow their service and retail business from behind the chair.
• Drive "sell-through" of all monthly promotions and programs with Distributor Sales Consultants, stores, and salons.
• Ensure marketing material is current, available, and utilized appropriately.
• Ensure merchandising standards are enforced in salons and professional stores.
• Analyze data to determine strategic opportunities within geographic regions and salons.
• Collect and share competitive market data.
• Facilitate quarterly meetings with loyalty and top accounts.
• Document all notes, account updates, and events in Salesforce.

Grow the Team and Culture: 30%

• Prepare a bi-monthly recap/report of your territory.
• Open and establish strong professional relationships with trendsetting and prestige salons.
• Deliver Wella key messages, philosophies, and product knowledge classes at sales meetings and communicate regularly through conference calls and email.
• Responsible for partnering with Market Leadership to identify event opportunities, plan, and facilitate education events and tradeshows, ensuring successful execution, and measurement/ROI post-event.

Grow Yourself: 10%

• Adjusts to multiple demands and effectively responds to new circumstances.
• Works independently and prioritizes effectively.
• Considers learning an important part of the business, allocates time to develop oneself, and seeks others out that will enhance strengths and improve upon opportunities.
• Stays current and timely on all required corporate training.

Knowledge, skills & abilities requirements

• Previous experience working in the professional haircare industry.
• 2+ years of experience in sales or retail.
• Strong organizational and time management skills.
• Strategic and creative thinker, comfortable working with numbers.
• Excellent communicator, collaborator, and presenter (verbal and written).
• Autonomous and proactive problem solver.
• Ability to build strong working relationships across all functional areas.
• Ability to travel 80% of the time with overnight travel depending on the territory.
• Proficient in MS Office Suite (Word, Excel, PowerPoint).
• Salesforce experience a plus.

Competencies & attributes

• Flexible and Agile Adapter – works effectively in ambiguous situations.
• Talent Builder – Looks for opportunities to encourage diverse teams to come together to problem solve and create a culture of involvement.
• Effective Communicator – Demonstrates a high level of active listening and use of probing questions.
• Team Builder – Always humble when operating within a team and understands the importance of inclusion.
• Customer Focused Partner – Contribute to improve the associate and customer journey.
• Strategic Thinker – Bring strategic thinking and ideas to the team and peers.
• Big Picture Thinker – Understanding of interdependencies with other departments and how decisions can impact the organization.
• Results Driver – Focuses on the right priorities and uses resources wisely to drive results.
• Problem Solving and Decision Making – Considers the impact of decisions against relevant factors.
• Passionate Learner – Shares their learnings proactively with others.

Working conditions & physical requirements

Location: Ideal candidate would need to reside in either Maryland, or District of Columbia. Travel: Ability to travel 50% of the time and work weekends. The work environment involves everyday risks or discomforts which require normal safety precautions typical of such places as offices, meeting and training rooms, salons, and retail stores, e.g., use of safe work practices with office equipment, avoidance of trips and falls, observance of fire regulations and traffic signals, etc. The work area is adequately lighted, heated, and ventilated.

Job Identification 49419

Job Category 1SL - Sales

Posting Date 04/22/2026, 06:00 PM

Job Schedule Full time

Locations Baltimore, MD, United States Columbia, MD, United States Washington, DC, United States