Senior Manager, Digital Marketing

The Digital Marketing Senior Manager will lead performance marketing efforts across the Head to Toe Brands portfolio, which currently includes four franchised beauty brands. This role will oversee digital advertising strategy and performance.

The ideal candidate enjoys leveraging emerging technologies, data, and consumer insights to drive measurable business results. They have significant experience managing digital advertising campaigns against cost-per-lead (CPL), cost-per-acquisition (CPA), and return-on-investment (ROI) goals. While the majority of day-to-day media placement and campaign management is executed by preferred agency partners, this person should have hands-on experience building, launching, and optimizing campaigns directly within major advertising platforms and be willing and able to execute campaigns internally when business needs or testing opportunities arise.

Success in this role also requires strong cross-functional collaboration. The Digital Marketing Senior Manager will work closely with internal marketing and operations teams, along with agency partners to develop digital strategies that improve conversion and maximize ROI.

This person must also be comfortable partnering directly with franchisees by helping them understand digital media performance, providing actionable recommendations, building confidence in our digital strategy, and driving buy-in and adoption of preferred agency partners.

This role goes beyond pulling reports and monitoring dashboards. The Digital Marketing Senior Manager must be highly comfortable interpreting complex performance data, identifying the story behind the numbers, and confidently presenting findings to audiences ranging from franchisees and cross-functional teams to senior leadership and executives. They should be able to distill detailed analysis into concise executive summaries that clearly communicate what happened, why it matters, and what actions should be taken next.

This position requires a multifaceted skill set: someone who can own digital initiatives from strategy and cross-functional alignment through project management, execution, optimization, reporting, and quality assurance. Strong attention to detail, analytical thinking, presentation skills, project management, communication, and relationship-building skills are essential.

JOB RESPONSIBILITIES

Digital Advertising Strategy + Optimization

• Develop, evaluate, and optimize digital advertising strategies, media mix, audience targeting, and campaign structures across all brands at both the national and local levels, with a heavy emphasis on paid search (PPC), display, and paid social platforms including Facebook, Instagram, YouTube, and emerging channels. 
• Lead and hold preferred agency partners accountable for campaign execution, optimization, testing, pacing, and performance against established KPIs and business goals.
• Maintain strong hands-on knowledge of major advertising platforms and, when needed, directly build, launch, manage, or optimize campaigns internally to support testing, special initiatives, or evolving business needs.
• Partner cross-functionally with internal marketing, creative, operations, and local marketing teams to develop culturally relevant, compelling advertising creative and landing page experiences informed by campaign performance and consumer behavior.
• Monitor and optimize media performance against established KPIs, historical performance, industry benchmarks, and business goals.
• Stay current on emerging technologies, platforms, advertising capabilities, AI applications, and evolving digital marketing best practices.
• Develop and manage A/B testing plans, document insights, and share relevant learnings across teams and brands to continuously improve performance.
• Evaluate franchisee digital advertising KPIs monthly in partnership with Operations, Local Marketing, and preferred agency partners to:
• Identify underperforming locations and provide strategic recommendations to improve campaign performance.
• Identify top-performing locations and document/share best practices across the system.
• Surface broader trends and opportunities that can improve digital media performance across brands.
• Meet regularly with franchisees to review media performance, present data in an approachable and actionable way, answer questions, and provide strategic guidance.
• Build franchisee confidence and buy-in around digital media strategy, clearly communicating the value and performance of recommended programs and working cross-functionally to drive systemwide adoption of preferred agency partners and digital marketing best practices.
• Serve as a collaborative digital media resource for franchisees and internal teams, helping connect national strategy with local market needs and opportunities.

Performance Reporting + Data Storytelling

• Own monthly digital performance reporting across brands, channels, campaigns, and local markets, ensuring reporting is accurate, consistent, and focused on the KPIs most relevant to business performance.
• Go beyond reporting the numbers to interpret performance, identify trends and opportunities, diagnose challenges, and translate data into clear recommendations and next steps.
• Develop concise executive summaries that distill complex performance data into the most important insights: what happened, why it happened, what it means for the business, and what we recommend doing next.
• Confidently present digital performance, insights, and recommendations to a variety of audiences, including franchisees, cross-functional partners, brand leadership, and executive stakeholders.
• Tailor the level of detail and communication style to the audience, with the ability to move comfortably between detailed campaign analysis and high-level executive storytelling.
• Partner with agency and internal teams to ensure reporting methodology, attrbution, and performance narratives are accurate and aligned.

Social Media Data + Analytics

• Partner with social/content team to create quarterly social media reports that provide both quantitative KPI analysis and qualitative evaluation of content performance.
• Translate social media insights into actionable recommendations that inform national paid social strategy, media spend, creative development, and organic content planning.

Digital Team Support

• Support email marketing initiatives, including the development and optimization of email templates and campaigns, audience segmentation, testing, deployment, and performance reporting to identify opportunities to improve engagement and conversion.
• Collaborate with Digital Marketing Senior Director to identify and prioritize opportunities to improve CRO and overall digital customer experience.
• Help manage SEO, AI, and digital discoverability initiatives designed to increase qualified website traffic, lead generation, and conversion across the portfolio.
• Support website enhancement and feature-release projects through testing, quality assurance, and launch.
• Use website, search, and campaign performance data to inform ongoing optimization opportunities.

QUALIFICATIONS

• Minimum of 8 years of digital performance marketing experience; franchise, multi-location, or agency experience strongly preferred.
• Bachelor’s degree required, ideally in marketing, business, information systems, data science, statistics, or related field.
• Demonstrated experience managing and optimizing paid digital media against CPL, CPA, conversion, and ROI goals.
• Hands-on experience building, launching, and optimizing campaigns directly within major paid media platforms, even when working in an agency-led media model.
• Ability and willingness to execute campaigns internally when needed while primarily serving as the strategic lead and internal owner of agency-managed media programs.
• Strong analytical skills with demonstrated ability to move beyond data collection and translate complex performance data into meaningful insights, recommendations, and business decisions.
• Exceptional presentation and data storytelling skills, with confidence presenting digital performance to franchisees, cross-functional stakeholders, senior leadership, and executive audiences.
• Demonstrated ability to create clear, concise executive summaries that communicate key findings, business impact, and recommended next steps.
• Experience working cross-functionally across marketing, operations, creative, analytics, and/or technology teams.
• Strong relationship-building and communication skills, with the ability to translate complex digital performance data into clear, actionable recommendations for franchisees and internal stakeholders.
• Experience managing agency partners, setting performance expectations, and holding partners accountable for continuous optimization and results.
• Ability to balance strategic thinking with hands-on execution in a fast-paced, multi-brand environment.
• Strong project management skills with exceptional attention to detail and follow-through.

Proficiency in digital marketing and analytics platforms, including:

• Google Analytics 4 (GA4)
• Google Tag Manager
• Google Search Console
• Google Ads
• Meta Business Suite/Ads Manager 
• Proficiency in Microsoft Word, Excel, PowerPoint, an d Teams.

About Head to Toe Brands

Head to Toe Brands was formed by global private equity company Riverside to develop the talent, resources, and tools needed to oversee and grow multiple franchised brands within the beauty industry. Current brands in the portfolio include The Lash Lounge, Frenchies Modern Nail Care, Bishops Cuts/Color, and Delta Crown. At Head to Toe Brands, we’re first and foremost in service to our franchisees. We create and optimize meaningful marketing programs that increase lead capture, sales, and member retention while helping our franchisees confidently navigate an ever-changing marketing landscape. And most importantly, we also have a lot of fun doing it. We’re a team that believes in bringing your true, authentic self to work, taking and making opportunities that fill you up and move us forward.