Working with and reporting to the GVP of Digital and eCommerce, the Sr. Director Customer Acquisition & Analytics will develop and manage creative, innovative and effective media and customer acquisition strategies for Sally Beauty Holding’s (SBH) two lines of business: Sally Beauty and CosmoProf.  The leader will also lead all analytics pursuits specific to customer acquisition and general eCommerce site health.

This dynamic strategist and tactician has a deep understanding of analytics and media over-all, and high expertise in digital and performance media to oversee both brand building and digital performance/PPC campaigns (video, paid social, audio, affiliates, partnerships) to achieve awareness, consideration, traffic (offline and online), conversion and revenue targets.  

The Sr. Director Customer Acquisition & Analytics will lead an analytics team, an SEO team and an internal media team, and work collaboratively with agency partners and cross-functional stakeholders of both digital (CRM, Digital Product, eCommerce), and non-digital channels (Stores, Category), to create campaign integration opportunities

The role will require a proven track record of achieving results and business goals, being able to work and thrive in a fast-paced, results oriented environment, and bring advanced media expertise to Sally Beauty. Characterized with a strong growth and learning mindset, the chosen candidate must also demonstrate the ability to be innovative, spot trends, and identify high-value digital opportunities in media.  This leader must have a demonstrated emphasis on creating and using insights specific to determining business value of acquisition campaigns and tracking towards attaining those goals.  

MAJOR RESPONSIBILITIES

• Responsible for achieving aggressive attributed revenue growth goals, conversion goals, efficiency metrics, and new customer acquisition targets.
• Use and analyze data to identify true insight and develop actionable recommendations and optimizations to meet annual and monthly goals
• Determine return on investment and engagement for digital activities.
• Develop and manage digital marketing budgets and spend, understand key analytics and use data to drive digital marketing decision making.  Allocate monthly budgets among various marketing channels based on in-depth analysis and projections.
• Support eCommerce teams’ analytics needs with respect to business health and dynamics
• Proactively create insights for the eCommerce team that will enable business decisions to accelerate growth
• Lead creation of final tactical media plans and presentations, ensuring absolute accuracy, with the eventual goal of developing and presenting media plans from inception to completion.
• Lead, collaborate, and manage relationship with agency partners
• Lead with quarterly media planning and media strategy
• Manage planning input into ongoing and post campaign reports - produce insightful, data-driven analysis, demonstrating the effectiveness of plans and optimizations

DIGITAL ACQUISITION

• Lead Digital Strategy for acquisition targets, defining the audience segment and aligning

media channels with strategy, goals and objectives

• Work with Social Media and Content teams to ensure cohesive execution of communication and messaging across owned and earned channels
• Partner with CRM and retention to drive alignment and integration to ensure a cohesive, optimized omni-channel guest experience, focusing on deepening relationships with consumers and moving them through the consumer journey
• Continually monitor, test and evolve the audience segment journey as needed to drive compounding efficiency and effectiveness to deliver against acquisition goals

PERFORMANCE MARKETING/ PPC STRATEGIST
Developed and executed PPC strategies in Paid Search, Paid Social, Display, OTT/CTV, Audio and Affiliates to meet company goals; with a focus on ecommerce revenue, new customer acquisition and customer retention.

• Create performance-based client strategies for social and digital paid amplification with forecasted data and knowledge to formulate the best performing program
• Maintain extensive always on knowledge of all predominant digital and social marketing platforms including, but not limited to, Instagram, Facebook, Pinterest, Twitter, SNAP, TikTok,Triller,Video and streaming platforms (e.g. YouTube, Twitch), Instant messenger, and  Audio; DSPs (e.g.  Spotify, Apple), and Affiliates
• Provide best practices for all social media platforms including, but not limited to, paid media, post/video optimization, and APIs

ANALYTICS

• Guide the overall analytics strategy and work delivery through and understanding of and experience with eCommerce and Omnichannel.
• Work continually with qualitative and quantitative data across analytics platforms to explore complex data sets and make recommendations for eCommerce strategies and experience/site design enhancements
• Identify and develop data collection strategies to support standard and ad-hoc analytics and reporting on key performance indicators that directly measure campaigns, website and conversion funnel performance
• Deliver data strategy, testing and optimization, insight generation, full journey and cross-channel storytelling 

EDUCATION AND EXPERIENCE REQUIRED

Education

• Bachelor's Degree required in Marketing, Advertising, Analytics or related field, MBA preferred

Mandatory Experience

• 8-10 years of direct, hands-on experience in developing, planning and executing paid media and digital advertising plans; and delivering on business outcomes from multi-channel strategies and investments.
  • Expert level knowledge of media fundamentals
  • Hands-on experience with offline and online media planning; brand/awareness (OTT/CTV/Audio/TV) and DR/Performance/Acquisition media (Search, Social, Display and Affiliates
  • Hands on experience with specific digital marketing platforms:  Google Ads, Display/DSPs, Facebook, Instagram, Pinterest, Youtube, messenger apps
  • Utilized several social marketing tools and insights dashboards such as Google Analytics, Facebook Ads Manager, MTA, MMA, etc.
  • Worked with and understands digital media back-end needs; e.g. SEO, product feeds, feed management, Google tag Manager..
  • Experience working with and building audiences in platforms like Salesforce Marketing Cloud, Liveramp, or related SAS; and online and social media advertising platforms.

• Demonstrated ability to execute large-scale strategies and programs, with experience managing diverse set of marketing programs mapping back to larger strategy and achieving key objectives
• Minimum 8 years of experience with increasing responsibilities in digital analytics technologies and working with data visualization technologies and data schema to report and drive insights, preparing, producing and deriving insights from analytics reports, tag management and implementation methodologies across digital touchpoints and in an eCommerce setting
• Expert at analyzing and reporting interactive consumer metrics and translating information into actionable recommendations to evaluate and increase return on investment for eCommerce, omnichannel and marketing campaigns
• Implementing analytics tags and media pixels to collect reliable data and support business insights, using tag management solutions, JavaScript associated with digital analytics platforms, HTML and CSS languages
• Comfortable engaging across a range of seniority and roles
• Demonstrated knowledge, experience and best practices with digital marketing frameworks, tools platforms and processes
• Advanced understanding of brand marketing principles and measurement
• Possesses proven skills in managing a demand funnel, including establishing goals, and optimizing to meet revenue goals.
• Ability to lead teams, and influence cross-functional teams in positive, collaborative working relationships.
• Ability to lead, mentor and manage a team for scalability and growth
• Ability to manage a high volume of projects simultaneously without sacrificing productivity or quality, with impeccable organization skills and attention to detail
• Excellent communication skills, including interpersonal, written and verbal.

Preferred additional experience

• Familiarity with most forms of quantitative and qualitative media research methodologies and working knowledge of when and how to apply them to challenge.
• In-depth understanding of marketing analytics, consumer and brand research and ability to turn data into insights to drive engagement, conversion and loyalty.
• Building end-to-end consumer journey media planning with CDP platforms
• Brand management/ marketing and/or CRM experience

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