SR MANAGER LOCAL & STORE MARKETING STRATEGY

Position Summary

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.

Responsibilities:

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 Ingited 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 actionabl