VP BSG FULL-SERVICE

Job Title: Vice President BSG Full Service

(This is a Hybrid position working from the SBH Support Center currently located in Denton Tx and relocating to Legacy West in Plano Tx in Fall of 2025)

“At Sally Beauty Holdings, we find beauty in diversity.  Our inclusivity and self-expression are what fuel our innovation and growth. You are welcome here, and you can thrive here. We find beauty in YOU. Join us.”

Essential Function
The Vice President of Full-Service is a senior executive responsible for leading and scaling the full-service sales and operational strategy across a defined region within Beauty Systems Group. This individual will drive business performance through the development and execution of sales strategies, talent leadership, customer engagement, and cross-functional collaboration. The VP is a key thought partner in shaping the future of full-service and is accountable for achieving revenue growth, profitability, and service excellence across the region.

Primary Duties

Strategic Leadership 

• Lead the development and execution of regional sales, marketing, and business strategies that align with national objectives and deliver consistent, profitable growth.
• Identify opportunities to evolve the Full-Service business model, improve market penetration, and capitalize on customer trends and competitive insights.

Sales & Customer Development

• Oversee a large-scale field sales organization focused on acquiring, retaining, and growing salon customers.

• Establish a performance-driven culture that promotes consultative selling, customer service excellence, and consistent delivery of brand and business objectives.

• Partner with key brand and vendor partners to ensure successful product launches, education initiatives, and field execution.

People & Organizational Leadership

• Lead, coach, and develop a team of Directors, Field Leaders and Salon Business Consultants with an emphasis on leadership accountability, succession planning, and organizational effectiveness.

• Foster a culture of engagement, collaboration, and inclusion across all levels of the sales organization.

• Establish clear expectations and KPIs to drive performance, development, and execution excellence.

Business Analysis & Performance Management

• Analyze sales and operational performance metrics to identify trends, gaps, and opportunities.

• Collaborate with finance, merchandising, planning, and other corporate functions to ensure alignment on goals and execution plans.

• Manage and forecast the regional P&L and sales budget in alignment with corporate financial objectives.

Operational Excellence

• Drive best-in-class execution in the field through effective planning, tools, and process improvement.

• Maintain close oversight of the region’s operational health—including order frequency, customer retention, and sales productivity.

• Serve as a key liaison with distribution, stores, education, and customer care teams to ensure seamless execution and service.

Cross-Functional and Executive Collaboration

• Represent Full-Service leadership at executive-level meetings and cross-functional strategy sessions.

• Lead or participate in national projects or initiatives as assigned by senior leadership.

• Act as an ambassador for Full-Service both internally and externally, aligning regional efforts with broader corporate strategy.

Knowledge, Skills and Abilities 

• Bachelor’s degree in business, Marketing, or related field (MBA preferred)
• 10+ years of progressive experience in sales leadership, including managing large, distributed teams
• 5+ years of experience leading leaders (Director-level and above)
• Strong understanding of the professional beauty industry and salon distribution models preferred
• Advanced proficiency in Microsoft Office Suite; Salesforce experience a plus

Competencies / Attributes

• Strategic thinker with a proven ability to translate vision into actionable plans

• Exceptio