Senior Manager, Digital Marketing

Head to Toe Brands was formed by global private equity company Riverside to develop the talent, resources, and tools needed to oversee and grow multiple franchised brands within the beauty industry. Current brands in the portfolio include The Lash Lounge, Frenchies Modern Nail Care, Bishops Cuts/Color, and Delta Crown. At Head to Toe Brands, we’re first and foremost in service to our franchisees.

We create and optimize meaningful marketing programs that increase lead capture, sales, and member retention while helping our franchisees confidently navigate an ever-changing marketing landscape. And most importantly, we also have a lot of fun doing it. We’re a team that believes in bringing your true, authentic self to work, taking and making opportunities that fill you up and move us forward.

The Digital Marketing Senior Manager will lead performance marketing efforts across the Head to Toe Brands portfolio, which currently includes four franchised beauty brands. This role will oversee digital advertising strategy and performance.

The ideal candidate enjoys leveraging emerging technologies, data, and consumer insights to drive measurable business results. They have significant experience managing digital advertising campaigns against cost-per-lead (CPL), cost-per-acquisition (CPA), and return-on-investment (ROI) goals. While the majority of day-to-day media placement and campaign management is executed by preferred agency partners, this person should have hands-on experience building, launching, and optimizing campaigns directly within major advertising platforms and be willing and able to execute campaigns internally when business needs or testing opportunities arise.

Success in this role also requires strong cross-functional collaboration. The Digital Marketing Senior Manager will work closely with internal marketing and operations teams, along with agency partners to develop digital strategies that improve conversion and maximize ROI.

This person must also be comfortable partnering directly with franchisees by helping them understand digital media performance, providing actionable recommendations, building confidence in our digital strategy, and driving buy-in and adoption of preferred agency partners.

This role goes beyond pulling reports and monitoring dashboards. The Digital Marketing Senior Manager must be highly comfortable interpreting complex performance data, identifying the story behind the numbers, and confidently presenting findings to audiences ranging from franchisees and cross-functional teams to senior leadership and executives. They should be able to distill detailed analysis into concise executive summaries that clearly communicate what happened, why it matters, and what actions should be taken next.

This position requires a multifaceted skill set: someone who can own digital initiatives from strategy and cross-functional alignment through project management, execution, optimization, reporting, and quality assurance. Strong attention to detail, analytical thinking, presentation skills, project management, communication, and relationship-building skills are essential.

• Develop, evaluate, and optimize digital advertising strategies, media mix, audience targeting, and campaign structures across all brands at both the national and local levels, with a heavy emphasis on paid search (PPC), display, and paid social platforms including Facebook, Instagram, You Tube, and emerging channels.
• Lead and hold preferred agency partners accountable for campaign execution, optimization, testing, pacing, and performance against established KPIs and business goals.
• Maintain strong hands-on knowledge of major advertising platforms and, when needed, directly build, launch, manage, or optimize campaigns internally to support testing, special initiatives, or evolving business needs.
• Partner cross-functionally with internal marketing, creative, operations, and local marketing teams to develop culturally relevant, compelling advertising creative and landing page experiences informed by campaign performance and consumer behavior.
• Monitor and optimize media performance against established KPIs, historical performance, industry benchmarks, and business goals.
• Stay current on emerging technologies, platforms, advertising capabilities, AI applications, and evolving digital marketing best practices.
• Develop and manage A/B testing plans, document insights, and share relevant…