Director Customer Marketing & Engagement

About the role

The Director, Customer Marketing & Engagement is responsible for defining and leading the enterprise customer marketing strategy across Sally Beauty and Beauty Systems Group. This role drives the vision, governance, operating model, and long-term roadmap for customer engagement, lifecycle marketing, and CRM capabilities across the organization.

Responsibilities

• Define and lead the enterprise customer marketing and engagement strategy across Sally Beauty and Beauty Systems Group, ensuring alignment with enterprise growth objectives while supporting unique divisional needs.
• Establish and execute the multi-year roadmap for lifecycle marketing, customer journeys, owned-channel engagement, personalization, and customer marketing capabilities.
• Lead and develop senior customer marketing leaders across multiple business units, establishing strategic direction, priorities, accountability, and performance expectations.
• Create governance structures and operating models that enable effective planning, prioritization, resource allocation, measurement, testing, and execution across customer marketing teams.
• Partner closely with Loyalty, Personalization, Analytics, Technology, Digital, eCommerce, Brand, and Customer Experience leaders to connect strategies and improve customer engagement throughout the customer journey.
• Define enterprise lifecycle marketing frameworks that support customer acquisition, activation, engagement, retention, and reactivation initiatives.
• Establish business priorities and customer marketing requirements that influence loyalty, personalization, customer data, journey orchestration, and marketing technology investments.
• Develop and oversee performance measurement frameworks that evaluate the impact of customer marketing on engagement, retention, loyalty participation, revenue, ROI, and customer lifetime value.
• Identify scalable customer marketing capabilities, cross-business opportunities, and best practices that improve operational efficiency and drive business growth.
• Monitor customer behavior, market trends, competitive activity, and emerging technologies to identify opportunities for innovation and future capability development.
• Serve as the executive voice of customer marketing within strategic planning discussions, providing clear recommendations, insights, and performance updates to senior leadership.

Requirements

• Bachelor's degree in marketing, Business, Analytics, Communications, or a related field required.
• 10+ years of progressive experience in CRM, customer marketing, lifecycle marketing, customer engagement, digital marketing, or related disciplines.
• Experience within retail, eCommerce, consumer products, or multi-brand environments preferred.
• 4+ years of leadership experience managing senior managers, leaders, or multi-functional teams.
• Demonstrated success developing enterprise customer marketing strategies and translating them into measurable business outcomes.
• Expertise in lifecycle marketing, customer journey development, segmentation, personalization, automation, testing, and campaign optimization.
• Strong understanding of CRM technologies, marketing automation platforms, customer data strategies, and engagement channels including email, SMS, push notifications, app messaging, and direct mail.
• Experience partnering with Technology, Product, Analytics, and Digital teams to influence marketing technology and customer engagement roadmaps.
• Deep understanding of customer marketing measurement, attribution, incrementality testing, retention metrics, engagement analytics, ROI, and customer lifetime value.
• Exceptional analytical skills with the ability to transform customer, behavioral, and financial data into strategic recommendations.
• Strong executive communication, presentation, and stakeholder management skills.
• Ability to lead organizational change, drive alignment across functions, and influence senior leaders.

Qualifications

• Knowledge of customer relationship management (CRM) systems and tools.
• Experience with customer journey mapping and lifecycle marketing.
• Understanding of customer data strategies and engagement channels.
• Experience with marketing automation platforms.
• Strong project management and organizational skills.
• Ability to manage multiple projects simultaneously.
• Excellent interpersonal and communication skills.

Skills

• Strategic thinking and problem-solving skills.
• Customer-focused approach to driving engagement and loyalty.
• Ability to influence and collaborate with cross-functional teams.
• Strong analytical and data-driven decision-making skills.
• Leadership and team-building abilities.
• Ability to adapt to changing business environments and priorities.

Benefits

• Competitive salary and benefits package including medical, dental, vision, life insurance, paid vacation and sick days, paid holidays, tuition reimbursement, and a 401(k) with company match.
• Access to onsite salon services, dining options, Sally Beauty and CosmoProf stores, and employee merchandise discounts.