Sr Manager, CRM & Customer Engagement Strategy

Sr. Manager, CRM & Customer Engagement Strategy

This position is Hybrid, working from our Legacy West Support Center located in Plano, Texas, and is expected to be onsite Monday through Wednesday.

At SBH, our purpose is to inspire a more colorful, confident, and welcoming world. We are the leader in professional hair color, selling and distributing professional beauty supplies across 11 countries through our Sally Beauty and Beauty Systems Group businesses. Sally Beauty offers products for hair color, hair care, nails, and skin care to retail customers looking for salon quality products at a value price.

Beauty Systems Group, branded as Cosmo Prof or Armstrong McCall stores, along with its direct sales consultants, sell professionally branded products intended for use and resale by salons to retail consumers.

The Sr. Manager, CRM & Customer Engagement Strategy is responsible for translating customer marketing strategies into highly effective CRM programs that drive customer engagement, loyalty, retention, and growth for Sally Beauty. Reporting to the Director, Customer Marketing & Engagement, this role leads CRM strategy, campaign execution, customer journey development, channel optimization, and team leadership across email, SMS, app push notifications, direct mail, and emerging customer engagement channels.

This role serves as a critical link between customer insights, loyalty, personalization, analytics, marketing technology, and customer-facing communications. The ideal candidate brings a blend of strategic thinking, CRM expertise, campaign management, people leadership, and cross-functional collaboration to deliver customer experiences that drive measurable business results.

• Develop and execute CRM channel strategies across email, SMS, app push notifications, direct mail, and emerging engagement channels.
• Partner with the Director, Customer Marketing & Engagement to evolve the CRM roadmap, including customer journey orchestration, channel capabilities, loyalty integration, and marketing technology enhancements.
• Lead, coach, and develop a team of CRM Specialists responsible for campaign planning, deployment, quality assurance, and optimization.
• Represent CRM within cross-functional planning discussions, providing channel expertise, customer insights, and performance recommendations.

• Oversee end-to-end CRM campaign operations, including audience selection, segmentation, campaign setup, quality assurance, testing, approvals, deployment, and post-campaign analysis.
• Build integrated customer communication plans supporting promotions, product launches, loyalty initiatives, educational content, and enterprise marketing priorities.
• Translate loyalty programs, customer offers, and promotional strategies into customer-centric communications that drive engagement and conversion.
• Ensure campaigns are executed accurately, efficiently, and aligned with business objectives.

• Design, optimize, and manage lifecycle marketing programs, promotional campaigns, and behavior-driven customer journeys.
• Partner with Personalization and Analytics teams to activate audience strategies, dynamic content, customer segmentation, and individualized experiences.
• Leverage customer insights and behavioral data to improve targeting, messaging effectiveness, and overall channel performance.
• Champion customer-first thinking across CRM planning and execution.

• Lead a comprehensive test-and-learn strategy focused on audience segmentation, cadence, messaging, creative, content, journey design, and offer effectiveness.
• Analyze campaign and channel performance to identify opportunities that improve customer engagement, retention, conversion, and lifetime value.
• Deliver actionable reporting and recommendations to leadership and business stakeholders.
• Stay informed on CRM trends, marketing technologies, customer engagement best practices, and competitive activity.

• Partner closely with Loyalty, Customer Analytics, Personalization, Digital, Creative, IT, Brand Marketing, Merchandising, and Integrated Marketing teams to align priorities and execution.
• Establish effective workflows and operating processes across CRM, Loyalty, Personalization, and Marketing Solutions teams.
• Manage day-to-day relationships with CRM technology platforms, service…