Responsibilities

• Local Marketing Strategy
• 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.
• Sally Ingited Store Marketing
• 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.
• Cross-Functional Leadership
• 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.
• Campaign Planning & Execution
• 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.