Director Customer Marketing & Engagement

Sally Beauty; Plano (TX); Hybrid; USD 150,000 - 210,000; Full time

Benefits offered by this job

Medical, dental, vision

401(k) with company match

Tuition reimbursement

Onsite salon and store access

Employee merchandise discounts

Job summary

Sally Beauty Holdings, Inc. seeks a Director of Customer Marketing & Engagement to define and lead the enterprise customer marketing strategy across Sally Beauty and Beauty Systems Group.

This hybrid role requires onsite presence at the Legacy West Support Center in Plano, with in-office days Monday–Wednesday and frequent collaboration with Loyalty, Personalization, Analytics, Technology, Digital, and eCommerce teams.

Qualifications

• Bachelor's degree in marketing, business, analytics, communications, or related field.
• 10+ years in CRM, customer marketing, lifecycle marketing, or related disciplines.
• Experience in retail, eCommerce, or multi-brand environments preferred.
• 4+ years of leadership managing senior managers or multi-functional teams.
• Proven ability to translate enterprise strategies into measurable outcomes.
• Deep expertise in lifecycle marketing, segmentation, personalization, automation, testing and optimization.

Responsibilities

• Define enterprise customer marketing and engagement strategy across Sally Beauty and Beauty Systems Group.
• Lead multi-year roadmap for lifecycle marketing, journeys, owned channels, and personalization.
• Develop senior leaders across business units with clear direction and performance expectations.
• Create governance and operating models for planning, prioritization, and measurement.
• Collaborate with Loyalty, Analytics, Technology, Digital, eCommerce, Brand, and CX leaders.
• Define frameworks to support activation, reactivation, retention, and acquisition.
• Oversee measurement of impact on engagement, retention, loyalty, revenue, and CLV.
• Identify scalable capabilities and cross-business opportunities for growth.
• Monitor trends and tech to identify opportunities for future capability development.

Skills

CRM expertise

Lifecycle marketing

Customer engagement

Digital marketing strategy

Executive communication

Stakeholder management

Education

Bachelor's degree in Marketing/Business/Analytics/Communications

Tools

Marketing automation platforms

CRM technologies

Job description

Director, Customer Marketing & Engagement

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

About Sally Beauty Holdings, Inc.

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 CosmoProf or Armstrong McCall stores, along with its direct sales consultants, sell professionally branded products intended for use and resale by salons to retail consumers.

Job Description

Director, Customer Marketing & Engagement

About The Role

The Director, Customer Marketing & Engagement is responsible for defining and leading the enterprise customer marketing strategy across Sally Beauty and Beauty Systems Group. This highly visible leadership role drives the vision, governance, operating model, and long-term roadmap for customer engagement, lifecycle marketing, and CRM capabilities across the organization. The Director partners closely with Loyalty, Personalization, Analytics, Technology, Digital, eCommerce, Brand, and Customer Experience teams to create connected customer experiences that drive acquisition, engagement, retention, revenue growth, and customer lifetime value.

Responsibilities

• Define and lead the enterprise customer marketing and engagement strategy across Sally Beauty and Beauty Systems Group, ensuring alignment with enterprise growth objectives while supporting unique divisional needs.
• Establish and execute the multi-year roadmap for lifecycle marketing, customer journeys, owned-channel engagement, personalization, and customer marketing capabilities.
• Lead and develop senior customer marketing leaders across multiple business units, establishing strategic direction, priorities, accountability, and performance expectations.
• Create governance structures and operating models that enable effective planning, prioritization, resource allocation, measurement, testing, and execution across customer marketing teams.
• Partner closely with Loyalty, Personalization, Analytics, Technology, Digital, eCommerce, Merchandising, Brand, and Customer Experience leaders to connect strategies and improve customer engagement throughout the customer journey.
• Define enterprise lifecycle marketing frameworks that support customer acquisition, activation, engagement, retention, and reactivation initiatives.
• Establish business priorities and customer marketing requirements that influence loyalty, personalization, customer data, journey orchestration, and marketing technology investments.
• Develop and oversee performance measurement frameworks that evaluate the impact of customer marketing on engagement, retention, loyalty participation, revenue, ROI, and customer lifetime value.
• Identify scalable customer marketing capabilities, cross-business opportunities, and best practices that improve operational efficiency and drive business growth.
• Monitor customer behavior, market trends, competitive activity, and emerging technologies to identify opportunities for innovation and future capability development.
• Serve as the executive voice of customer marketing within strategic planning discussions, providing clear recommendations, insights, and performance updates to senior leadership.

Knowledge, Skills & Abilities Requirements

• Bachelor's degree in marketing, Business, Analytics, Communications, or a related field required.
• 10+ years of progressive experience in CRM, customer marketing, lifecycle marketing, customer engagement, digital marketing, or related disciplines.
• Experience within retail, eCommerce, consumer products, or multi-brand environments preferred.
• 4+ years of leadership experience managing senior managers, leaders, or multi-functional teams.
• Demonstrated success developing enterprise customer marketing strategies and translating them into measurable business outcomes.
• Expertise in lifecycle marketing, customer journey development, segmentation, personalization, automation, testing, and campaign optimization.
• Strong understanding of CRM technologies, marketing automation platforms, customer data strategies, and engagement channels including email, SMS, push notifications, app messaging, and direct mail.
• Experience partnering with Technology, Product, Analytics, and Digital teams to influence marketing technology and customer engagement roadmaps.
• Deep understanding of customer marketing measurement, attribution, incrementality testing, retention metrics, engagement analytics, ROI, and customer lifetime value.
• Exceptional analytical skills with the ability to transform customer, behavioral, and financial data into strategic recommendations.
• Strong executive communication, presentation, and stakeholder management skills.
• Ability to lead organizational change, drive alignment across functions, and influence senior leaders.

Competencies & Attributes

• Strategic Thinker – develops enterprise customer engagement strategies that drive growth and enhance customer experiences.
• Customer Focused Partner – champions customer needs and ensures decisions improve customer satisfaction, loyalty, and engagement.
• Results Driver – delivers measurable business outcomes while balancing strategic objectives and operational execution.
• Talent Builder – develops and mentor leaders, creates an inclusive culture, and builds high-performing teams.
• Big Picture Thinker – understands organizational interdependencies and aligns customer marketing efforts across functions.
• Effective Communicator – influences executive stakeholders and clearly communicates complex strategies and performance insights.
• Problem Solver & Decision Maker – uses data, customer insights, and business priorities to drive informed decisions.
• Flexible & Agile Adapter – thrives in a fast‑paced environment and successfully leads through change and ambiguity.
• Team Builder – fosters collaboration, alignment, and shared accountability across departments and business units.
• Passionate Learner – stays current on customer behavior, emerging technologies, and evolving marketing best practices.

Working Conditions & Physical Requirements

This is a hybrid role requiring onsite presence at the corporate office three days per week (Monday through Wednesday). The work environment generally involves normal office conditions, including participation in meetings, presentations, and collaborative planning sessions.

The work is primarily sedentary and typically involves extended periods working on a computer, participating in virtual meetings, and collaborating with business partners. Occasional walking, standing, and light lifting may be required. No special physical demands are necessary to perform the essential functions of the position.

Benefits

We offer a competitive salary and outstanding benefits package that includes medical, dental, vision, life insurance, paid vacation and sick days, paid holidays, tuition reimbursement, and a 401(k) with company match. In addition, associates may enjoy access to our onsite salon services, dining options, Sally Beauty and CosmoProf stores, and employee merchandise discounts.