Description:
Overview: The W Nail bar, a natural nail salon brand, is seeking a Director of Salon Marketing to lead and execute our marketing strategy. This role is ideal for a data-driven, results-oriented marketing leader who excels in digital advertising, email and SMS marketing, and full-funnel campaign execution. The Director of Salon Marketing will be responsible for growing brand awareness, customer acquisition, and retention for the brick-and-mortar locations. This is a key leadership role for someone who is passionate about the beauty industry and thrives in a fast-paced, scaling business.
Key Responsibilities:
- Develop & Execute Marketing Strategy: Lead and implement a full-funnel marketing strategy to drive brand awareness, customer acquisition, and retention for salons.
- Digital Advertising: Strategize, create, and optimize paid media campaigns on Meta (Facebook & Instagram), TikTok, and Google to achieve key marketing goals. Experience with Pinterest advertising is a plus.
- Email & SMS Marketing: Oversee and execute email and SMS marketing strategies, including segmentation, automation, and performance tracking.
- KPI & Performance Tracking: Monitor, analyze, and report key performance indicators (KPIs) across all marketing channels, making data-driven recommendations for improvement.
- Content & Creative Direction: Collaborate with internal and external teams to ensure high-quality, on-brand marketing materials across all digital platforms.
- Customer Engagement & Brand Growth: Develop strategies to enhance customer engagement, retention, and loyalty for the salons.
- Market Research & Trends: Stay ahead of industry trends, competitors, and consumer behavior to continuously innovate and optimize salon marketing efforts.
- Team Leadership & Collaboration: Work closely with cross-functional teams, including operations, finance, and salon leadership, to align marketing strategies with business goals.
- Travel: This role sits in our corporate office in Westerville, Ohio, but will require travel to salons weekly. Travel to Cleveland and Indianapolis will be required as needed.
Qualifications:
- 5+ years of experience leading marketing strategy and delivering measurable & meaningful results.
- Proven experience strategizing, creating, and optimizing digital advertising campaigns on Meta, TikTok, Pinterest, and Google.
- Strong background in email and SMS marketing management systems (e.g., Klaviyo, Attentive, or similar platforms).
- Ability to create and execute full-funnel marketing plans, track KPIs, and optimize for performance.
- Experience working for a scaling beauty brand or small business is a plus.
- Strong analytical skills with the ability to translate data into actionable insights.
- Excellent communication, leadership, and project management skills.
- Must be located in Columbus, OH.