SR MANAGER LOCAL & STORE MARKETING STRATEGY

About the role

The Senior Manager of Local Marketing & Sally Ignited Store Marketing Strategy plays a critical role in driving growth opportunities across new stores, relocations, remodels, Sally Ignited formats, and priority local market activations.

Responsibilities

• 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.

• 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.

• Act as the primary marketing point of contact for Store Operations, Real Estate, Construction, and Field Leadership on store growth initiatives.

• 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.

• 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.

• 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.

Benefits

• Competitive salary and outstanding benefits package including medical, dental, vision, life Insurance, paid vacation and sick days, paid holidays, tuition reimbursement, and 401(k) with company match.

• In-house salon with complementary services and a varied selection of food options at the corporate campus.

• Featured at the corporate campus, is both a Sally Beauty and CosmoProf Professional onsite store, where associates enjoy a great merchandise discount!