Senior Manager – Local & Store Marketing Strategy

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.
• 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.

• 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.