Responsibilities

• Develop and lead team to execution of full funnel marketing strategy in partnership with the SVP and Business Owners (GMs) to support awareness and new client growth across our owned and operated channels (Hair Color Bar & Direct/E-commerce), with particular emphasis on driving 4-wall growth.
• Ownership and accountability of owned and operated channel new customer acquisition targets and budget, with primary focus on Hair Color Bar growth, managing to a cost of acquisition and LTV, as well as media mix effectiveness
• Strong collaboration, strategic planning and campaign execution in partnership with DTC, Amazon, and Wholesale GM teams to support new to brand growth for those lines of business
• Develop, inspire and lead a high performing team, responsible for channel management of key Paid & Non-Paid growth drivers: Paid Social, Paid Search & Shopping, Affiliate, Yelp, TV, Audio, Direct Mail, SEO, Referral as well as exploratory and test channels
• Collaborate on strategy, budgets and influence key marketing teams that directly contribute to new client growth like Brand, PR, Influencer, Organic Social, and CRM to ensure those channels are delivering to growth objectives across all channels
• Identify and implement strategies to improve efficiency and scale like creative, geo targeting, media mix, channel expansion, pricing/promotions, landing page optimizations, AI, etc — with geo and local targeting strategies being a key lever for 4-wall growth
• Build influential relationships to drive execution of strategies with cross functional partners that contribute to growth like Digital & Engineering (landing page optimization, marketing technology); Data Strategy (analytics, measurement and attribution); Creative & Brand (ads, messaging, visuals); Finance (forecasting, modeling, and budget planning)
• Evaluate and manage media budget allocation across channels, products and campaigns, with intentional investment weighting toward 4-wall growth channels (geo-targeted paid media, Direct Mail, Audio etc) balanced against DTC efficiency targets — ensuring optimal performance and ROI in partnership with channel leads
• Manage and maximize impact of external relationships like 3rd party vendors, marketing agencies and media account reps; including evaluation of existing and new relationships, business cases to support investment, and negotiating contracts
• Create and present informative executive-level weekly, monthly and quarterly write-ups/presentations that capture growth trends, actionable insights and performance to plan

Requirements

• Bachelor's Degree
• 8 years+ experience in growth, acquisition and/or performance marketing; with at least 3 years managing a team of 2 or more marketers
• Experience with managing and scaling acquisition cost effectively in-house, with multi-million dollar annual budgets
• Experience with marketing channels including Meta, Google, Affiliate. Upper funnel media experience strongly preferred, particularly channels that drive in-location traffic: TV, OTT, Direct Mail, OOH & Podcast/Audio
• Experience with non-paid channels like SEO and Referral
• Experience in omni-channel business with 4-wall (retail and/or service) and direct to consumer required; wholesale and Amazon experience are a plus.
• Well versed in analytics, attribution and measurement to measure impact of marketing in an omni-channel business, including offline attribution and in-store visit measurement
• Demonstrated ability to think strategically and analytically to synthesize, prioritize and drive results with a high sense of urgency with ability to think creatively with a willingness and desire to 'roll up your sleeves'
• Strong attention to detail, ability to prioritize and work effectively in fast-paced environment
• Analytically minded with ability to translate data into actionable insights

Preferred

• Bonus industry experience: Multi-location fitness, beauty or wellness business; D2C turned omni-channel business; Subscription or membership driven business