MANAGER CRO PAID MEDIA

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 Cosmo Prof 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

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

Essential Function

The Manager, CRO Paid Media is a performance-driven paid media strategist responsible for improving and scaling Sally Beauty’s paid social content and supporting processes across platforms, including Meta, TikTok Shop, and YouTube (affiliate). This role exists to increase new customer acquisition and overall marketing performance by improving paid content performance, building a disciplined always-be-testing (ABT) creative program, and supporting growth initiatives for our national brand partners. Reporting to the Director of Paid Media & SEO, this individual will be the day-to-day owner of the paid content function and will lead one to two new team members who are responsible for trafficking assets to our paid media agency, managing content deliverables and planning documents, and collaborating with other teams to design and implement creative testing. The role will be our primary interface with brand marketing and creative teams, as well as merchandising, analytics, and our external advertising agency and platform partners to translate the FY27 paid media vision into a testable, scalable paid content calendar that delivers measurable performance outcomes. This is a hybrid role reporting into the support center at Legacy West in Plano Texas.

Responsibilities

Serve as the strategic and day-to-day owner of Sally Beauty’s paid content and creative testing program in order to increase new customer acquisition and paid media performance across Meta, TikTok Shop, YouTube, and affiliate channels, partnering with marketing, merchandising, creative, analytics, and agency partners.

Paid Content Strategy and Creative Execution – 35%

• Develop and execute the FY27 creative vision for paid media content — translating brand team themes and quarterly GTM moments into paid media messaging
• Own paid media briefing and creative collaboration — partner with the creative and organic social teams to develop consideration-tailored assets that earn more site and in-store traffic, drive new customer acquisition, and enable test-and-learn across paid social channels
• Define a paid social strategy distinct from organic social — differentiating brand-building content from direct-response content that quickly names the customer pain point and Sally Beauty’s solution
• Drive new customer acquisition for owned brands and key national brands by leveraging the overlap between merchandising priorities (newness, assortment expansion) and consumer interest

Creative Testing and Performance Optimization – 35%

• Develop briefing frameworks for UGC and media assets that align content to message pillars, GTM moments, category priorities, and persona targeting.
• Design tests and lead readouts in partnership with the Analytics team — translating results into creative learnings that shape the next brief and production cycle
• Monitor paid content performance weekly and monthly at the asset, creator, theme, and channel level (e.g., new customer counts, ROAS, CPA, site and store traffic) — identifying creative fatigue early and iterating, scaling, or retiring content accordingly
• Improve paid content performance to increase new customer acquisition, and synthesize testing and performance results into clear strategic narratives