SR MANAGER LOCAL & STORE MARKETING STRATEGY

Senior Manager Of Local Marketing & Sally Ignited Store Marketing Strategy

Sally Beauty is on a transformational growth journey, and our stores remain one of the most powerful expressions of our brand, expertise, and customer experience. The Senior Manager of Local Marketing & Sally Ignited Store Marketing Strategy will play a critical role in bringing our future growth opportunities to life across new stores, relocations, remodels, Sally Ignited formats, and priority local market activations.

Reporting directly to the Chief Marketing Officer, this role will lead the strategy, planning, and execution of local marketing programs designed to drive traffic, accelerate new customer acquisition, support store openings, and strengthen Sally Beauty's position as the destination for hair color, care, and beauty expertise.

This is a highly cross-functional role that will partner closely with Store Operations, Real Estate, Construction, Visual Merchandising, CRM, Media, Creative, Merchandising, and Field Leadership to ensure our store marketing approach is strategic, consistent, measurable, and built for scale.

Local Marketing Strategy

• Develop and lead the local marketing strategy for new stores, relocations, remodels, Sally Ignited stores, and priority growth markets.
• Build scalable marketing playbooks that support different store scenarios, including grand openings, dual-operation periods, market transitions, competitive response, and high-potential trade areas.
• Partner with Real Estate and Store Operations to understand market dynamics, customer opportunity, competitive landscape, and timing to inform marketing investment and activation plans.
• Identify opportunities to drive incremental traffic, awareness, and customer acquisition at the local level through CRM, paid media, signage, community engagement, local partnerships, influencer support, and in-store activation.

Sally Ignited Store Marketing

• Serve as the marketing strategy lead for Sally Ignited store activations, ensuring each launch has a clear customer-facing plan that supports the business case and brand transformation.
• Develop marketing support models for Sally Ignited stores, including pre-opening awareness, launch campaigns, post-launch demand generation, and sustained local market support.
• Partner with Creative, Visual Merchandising, and Store Operations to ensure the customer experience is fully connected across external marketing, store signage, associate communication, and in-store storytelling.
• Track and synthesize performance learnings from Sally Ignited stores to inform future rollout strategy, investment levels, and activation priorities.

Cross-Functional Leadership

• Act as the primary marketing point of contact for Store Operations, Real Estate, Construction, and Field Leadership on store growth initiatives.
• Build clear timelines, communication plans, and deliverables to ensure marketing is integrated early and executed with excellence.
• Lead cross-functional planning meetings for local store activations and ensure teams are aligned on strategy, timing, responsibilities, and success metrics.
• Create executive-ready recaps, recommendations, and performance updates for senior leadership.

Campaign Planning & Execution

• Lead the development of local marketing briefs and partner with internal teams and agency partners to execute integrated campaigns.
• Coordinate local CRM journeys, geo-targeted media, store signage, social content, influencer support, direct mail tests, local search optimization, and community-based activations.
• Ensure every activation has a clear objective, target customer, message, channel strategy, budget, and measurement plan.
• Manage multiple store marketing initiatives at once while maintaining strong attention to detail, speed, and quality.

Measurement & Optimization

• Define KPIs for local marketing programs, including traffic, sales lift, new customer acquisition, CRM engagement, media performance, local search impact, and post-launch ramp.
• Partner with Analytics, Media, CRM, and Finance to measure performance and identify actionable insights.
• Build a consistent learning agenda to improve future store opening, relocation, and Sally Ignited marketing plans.
• Recommend where to scale, optimize, or evolve local marketing investments based on performance.

Qualifications

• 6+ years of experience in marketing, retail marketing, local store marketing, brand marketing, field marketing, or integrated campaign strategy.
• Experience supporting retail store openings, remodels, relocations, market launches, or localized growth programs strongly preferred.
• Strong strategic thinking with the ability to translate business objectives into clear marketing plans.
• Proven ability to lead cross-functional work across multiple stakeholders and influence without direct authority.
• Strong project management skills with the ability to manage timelines, budgets, deliverables, and competing priorities.
• Experience with CRM, paid media, local digital, signage, direct mail, social, influencer, and in-store marketing channels.
• Strong analytical mindset with the ability to connect marketing activity to business outcomes.
• Excellent communication skills, including the ability to develop executive-level updates and recommendations.
• Retail, beauty, specialty retail, or multi-unit experience preferred.

Ideal Candidate Profile

The ideal candidate is a strategic operator who can move from big-picture growth thinking to detailed execution without missing a beat. They are comfortable working in a fast-paced retail environment, can connect the dots across functions, and know how to turn a store opening or remodel into a meaningful customer growth opportunity.

This person is proactive, organized, collaborative, and energized by building new capabilities. They understand that local marketing is not just about launching a store. It is about building awareness, creating customer behavior change, supporting field teams, and accelerating the future of the Sally Beauty brand.

Success Measures

• Stronger and more consistent local marketing support for new stores, relocations, remodels, and Sally Ignited locations.
• Improved traffic, sales ramp, and new customer acquisition in supported markets.
• Clear playbooks and repeatable processes that improve speed, alignment, and execution quality.
• Strong cross-functional partnership across Marketing, Store Operations, Real Estate, Construction, Visual Merchandising, CRM, Media, and Field Leadership.
• Actionable performance insights that inform future investment and store growth strategy.

Working conditions & physical requirements

Location: Hybrid | Monday, Tuesday, Wednesday at the Sally Beauty Support Center, Legacy West (Plano, TX); Remote Thursday and Friday

The typical working environment is in the support center office, and the work is sedentary. Typically, the associate may sit comfortably to do the job. However, some tasks and activities may be walking, standing, bending, carrying light items such as papers, files, books, and small parts, driving an automobile to a store location, etc. These activities are not frequent and do not require significant physical demands to perform the work.

While involving everyday risks or discomforts, the work environment is designed with standard safety precautions. These precautions, typical of offices, meeting and training rooms, retail stores, residences, or commercial vehicles, include using safe work practices with office equipment, avoiding trips and falls, observing fire regulations and traffic signals, etc. The work area is adequately lighted, heated, and ventilated, ensuring the safety and comfort of our associates.

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 401(k) with company match. In addition, associates of SBH may take advantage of our in-house salon with complementary services and a varied selection of food options at our corporate campus. Also, featured at our corporate campus, is both a Sally Beauty and CosmoProf Professional onsite store, where associates enjoy a great merchandise discount!