Senior Manager – Local & Store Marketing Strategy

Sally Beauty

Senior Manager leading local marketing strategy for Sally Beauty expansion and brand transformation. Collaborating cross-functionally to enhance traffic and customer acquisition through marketing initiatives.

Posted 6/22/2026full-timePlano • Texas • 🇺🇸 United StatesMid-LevelSenior💰 $150,000 - $160,000 per yearWebsite

About the role

Key responsibilities & impact

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.
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.
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.
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.

Requirements

What you’ll need

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

Comp & perks

Medical, dental, vision, life Insurance
Paid vacation and sick days
Paid holidays
Tuition reimbursement
401(k) with company match
In-house salon with complementary services
Merchandise discount at onsite stores

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

local marketing strategymarketing playbookscustomer acquisitionlocal partnershipsin-store activationlocal marketing briefsgeo-targeted medialocal search optimizationKPI definitionperformance measurement

Soft Skills

strategic thinkingcross-functional leadershipproject managementanalytical mindsetcommunication skillsattention to detailinfluence without authoritytimeline managementbudget managementexecutive-level updates