SR MANAGER CUSTOMER ANALYTICS

Senior Manager – Customer Analytics (Corporate)

About Sally Beauty Holdings, Inc.

At SBH, 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

We are seeking a strategic and technical Senior Manager, Customer Analytics to lead the evolution of our customer analytics for the COSMOPROF (BSG) business unit. This is a pivotal mid-career plus role for an analytics professional who has mastered the technical execution and is ready to drive strategy. You will lead the strategy for understanding who our customers are, predicting what they will do next, and determining how to best engage them. Your primary mission is to increase Customer Lifetime Value (CLV) by powering hyper-personalized CRM campaigns, driving retention strategies, and proactively reducing churn.

The Senior Manager of Customer Analytics is a hands-on analytics manger role with people management responsibilities and an expanded strategic delivery scope. This role sits at the intersection of advanced analytics and business strategy and is critical to advancing CosmoProf’s Understand & Activate Customer agenda. In this role, you will move beyond simple data retrieval to become a true consultative partner to the business. You will lead the design of rigorous Test & Learn frameworks, engineer advanced customer segmentation strategy, and most importantly synthesize complex data into compelling narratives that drive executive decision-making. You will act as the bridge between our evolving Data Lake capabilities (Databricks) and commercial revenue opportunities. As COSMOPROF (BSG)’s data environment evolves (cloud data lake, advanced tooling, and scaled activation), this role elevates analytics from being a means to access data to being a consultative, insight-led, and recommendation-driven partner to the business.

Responsibilities

Strategic Business Partnership & Storytelling (25%)

• Synthesize & Persuade: Serve as the primary storyteller for the COSMOPROF (BSG) business unit. You must possess the proven ability to translate complex statistical outputs into clear, visually compelling presentations (PowerPoint) that dictate strategy for Merchandising, Marketing, and Channel leads.

• Consultative Leadership: Interface directly with the COSMOPROF (BSG) Senior Leadership Team (SLT). Shift the dynamic from "reactive data service" to "proactive strategic thought partnership."

• Business Acumen: Develop a deep understanding of the COSMOPROF (BSG) business model to ensure all analytical deliverables are commercially relevant and directly impact the P&L.

Experimentation, Test & Learn, and SOPs (40%)

Lead and manage the end-to-end operations of strategic customer test & learn programs across CRM, marketing, lifecycle. Own audience strategy, test and control design, and ensure consistent and statistically sound test execution. Partner closely with CRM, Marketing, and test platform partners (e.g., APT) to ensure rigor, repeatability, and scalability of customer experiments. Establish and enforce measurement hygiene, including guardrails for attribution, incrementality, and performance readouts. Mentor and guide team members in advanced experimental design and customer measurement best practices.

• Audience Strategy & Design: Manage the operations of strategic customer campaign test designs (A/B testing, multivariate testing) and audience management in partnership with CRM. Move beyond basic demographics to build behavioral, psychographic, and value-based segments (e.g., RFM, propensity-to-buy) that drive targeted communication.

• Rigorous Measurement: Own the measurement framework (Test vs. Control) to ensure consistent, scientifically valid execution of campaigns.

• Standardization: Institutionalize and maintain Standard Operating Procedures (SOPs) regarding customer campaign measurement, reporting hygiene, and data integrity.

• Vendor Management: Drive the testing framework and maintain hygiene with external test platform partners (e.g., APT).

• Lifecycle Optimization: Partner with the CRM and Marketing teams to design data-driven customer journeys (Onboarding, Growth, Retention, Reactivation).

• Personalization: Lead the development of "Next Best Action" and product recommendation frameworks to ensure the right message reaches the right customer at the right time.

• Experimentation: Design and analyze A/B and multivariate tests for email, push, and in-app campaigns to optimize open rates, conversion, and incremental lift.

Advanced Analytics & Execution (25%)

• Data Pipeline: Lead the end-to-end development of customer 360 view and building data pipeline using Databricks and Python.

• Advanced Methodologies: Execute Market Basket Analysis (MBA) and customer segmentation to uncover hidden revenue opportunities.

• Data Engineering for Analytics: Utilize strong coding skills to engineer features and manipulate data within the Data Lake; you should be comfortable building your own pipelines to facilitate analysis.

• Ad Hoc Agility: Prioritize and deliver critical ad hoc analysis that supports the COSMOPROF (BSG) plan/forecast, balancing speed with statistical accuracy.

Team & Data Stewardship (10%)

• Data Governance: Act as the steward for customer data across the organization, ensuring accuracy in downstream tools (Power BI, Dashboards).

• Mentorship: Mentor junior analysts and foster a culture of technical excellence and business curiosity.

Knowledge, Skills & Abilities Requirements

• Education: Bachelor's degree in mathematics/Statistics, Computer Science, Economics, or related field required. Master’s degree preferred.
• Experience: 8+ years of experience in Data and Customer Analytics, with at least 2+ years in managerial or lead capacity.
• Industry: Proven track record in Retail, CPG, or customer analytics is highly desirable.
• CRM Expertise: Proven track record of using data to drive CRM strategy (Email/SMS/Push) and measurable business growth.
• Core Languages: Advanced proficiency in Python (pandas, scikit-learn) and SQL .
• Big Data & Cloud: Hands-on experience with Databricks , Spark/PySpark, and cloud environments (Azure/AWS). Familiarity with platforms like Salesforce is plus.
• Statistical Knowledge: Solid understanding of hypothesis testing, regression analysis, clustering (K-Means), Market Basket Analysis (MBA) and survival analysis.
• Visualization: Basis understanding of Power BI visualization is plus.
• Presentation: Mastery of PowerPoint and Excel. You must be able to build a deck that tells a story, not just display charts.

Competencies & Attributes

Ability to "connect the dots" across disparate data points to form a cohesive business recommendation. Ambition to Lead, as a self-starter who operates independently and looks for opportunities to scale processes and influence with comfortable challenging the status quo and presenting findings to non-technical senior leadership.

• Passionate Learner – inquisitive about the business; open to feedback and coaching, applies learning quickly; applies learning to improve processes and procedures, proactively shares learning with colleagues and leaders; realigning and reshaping projects

• Flexible & Agile Adapter – responsive and open to change; works well with ambiguity; adapts to new plans or directions; keeps calm under pressure; perseveres to achieve the plan/task; doesn’t dwell on the past

• Talent Builder – considers how we can create an inclusive culture; encourages input from others; invests time as an informal/formal coach or buddy; works to build a diverse team with the right skills and knowledge; looks for ways to acknowledge, motivate, and value the team

• Effective Communicator – articulates in an appropriate and accurate manner; emotionally astute while remaining authentic to own style/self; encourages others to express views and opinions; demonstrates active listening and uses probing questions; is concise and relevant with data/info

• Team Builder – references the importance of teamwork and actively demonstrates collaboration and sharing; builds and/or participates in effective teams; values the importance of inclusion and various sources of thought/input; humble when operating within a team

• Customer Focused Partner – understands internal and external customer needs; contributes to plans and actions to improve the associate and customer journey/experience; holds self and team accountable for improving the customer experience; is an advocate for the customer

• Strategic Thinker – progressive thinking with the ability to bring new ideas to life; works with others to develop progressive and cost-effective strategies; provides suggestions to improve upon continuous improvement and scalability within department; uses a broad range of data sources

• Big Picture Thinker – understands own department and how other key departments operate; adopts an inclusive approach; seeks feedback reviews progress, and adapts plans as needed; understands interdependencies with other departments

• Results Driver – effective at driving and delivering on plans; holds self and team accountable to high standard of delivery; suggests opportunities for innovation and continuous improvement; focuses on the right priorities and uses resources/time wisely; demonstrates grit and determination

• Problem Solver & Decision Maker – able to consume department/operational data to identify business; identifies, gathers, and examines the relevant information; makes recommendations and takes action to solve challenges, considers importance/impact of decisions against relevant factors

Working Conditions & Physical Requirements

This is a hybrid role that requires periodic onsite presence at the corporate office on designated days. The work environment generally involves everyday office conditions and requires normal safety precautions associated with office environments, conference rooms, and business travel.

The work is primarily sedentary and typically involves sitting for extended periods while working on a computer. Occasional walking, standing, bending, carrying light materials, and participating in meetings may be required. No special physical demands are necessary to perform the essential functions of the position.

Benefits

We offer a competitive salary and outstanding benefits package that includes medical, dental, vision, life insurance, paid vacation and sick days, paid holidays, tuition reimbursement, and a 401(k) with company match. In addition, associates may enjoy access to our onsite salon services, dining options, Sally Beauty and CosmoProf stores, and employee merchandise discounts.