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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.

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.

About the Role

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.

Responsibilities

CRM Strategy & Leadership

• 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.

Campaign Planning & Execution

• 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.

Customer Journey Design & Personalization

• 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.

Testing, Analytics & Optimization

• 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.

Cross-Functional Collaboration & Vendor Management

• 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 providers, and external vendors.
• Support the implementation of new customer engagement capabilities and marketing technology enhancements.

Knowledge, Skills & Abilities Requirements

• Bachelor's degree required.
• 7+ years of experience in CRM, customer marketing, lifecycle marketing, digital marketing, communications, or related disciplines.
• Experience within retail, eCommerce, consumer products, or multi-channel consumer businesses required.
• Proven experience developing CRM strategies and leading execution across email, SMS, app push, direct mail, and owned customer engagement channels.
• Salesforce Marketing Cloud experience strongly preferred.
• Strong understanding of customer journey mapping, segmentation, marketing automation, testing frameworks, campaign measurement, and journey orchestration.
• Experience working closely with IT, Digital Product, or Marketing Technology teams to define business requirements and support solution implementation.
• Knowledge of loyalty programs, customer engagement strategies, personalization, and lifecycle marketing best practices.
• Strong analytical skills with the ability to transform performance data into business recommendations.
• Demonstrated people leadership, project management, prioritization, and organizational skills.
• Excellent executive communication and presentation capabilities.
• Experience managing and developing high-performing teams.

Competencies & Attributes

• Strategic Thinker - develops CRM strategies that support customer engagement, loyalty, retention, and growth.
• Customer Focused Partner - deeply understands customer needs and advocates for exceptional customer experiences.
• Results Driver - consistently delivers measurable outcomes while balancing competing priorities.
• Problem Solver & Decision Maker - utilizes data and customer insights to identify opportunities and implement effective solutions.
• Talent Builder - develops team members through coaching, mentoring, and career development opportunities.
• Effective Communicator - clearly communicates strategies, performance results, risks, and recommendations to stakeholders at all levels.
• Big Picture Thinker - understands the connections between CRM, loyalty, personalization, analytics, and overall business objectives.
• Team Builder - fosters collaboration and strong partnerships across departments.
• Flexible & Agile Adapter - successfully manages change, ambiguity, and evolving priorities.
• Passionate Learner - continuously explores new marketing technologies, trends, and customer engagement 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 and frequent interaction with technology, video conferencing tools, and cross-functional teams.

The work is primarily sedentary and typically involves extended periods working on a computer, participating in virtual meetings, reviewing campaign performance, 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.