Senior Manager, Digital Marketing

The Digital Marketing Senior Manager will lead performance marketing efforts across the Head to Toe Brands portfolio, which currently includes four franchised beauty brands. This role will oversee digital advertising strategy and performance. The ideal candidate enjoys leveraging emerging technologies, data, and consumer insights to drive measurable business results. They have significant experience managing digital advertising campaigns against cost-per-lead (CPL), cost-per-acquisition (CPA), and return-on-investment (ROI) goals.

While the majority of day-to-day media placement and campaign management is executed by preferred agency partners, this person should have hands-on experience building, launching, and optimizing campaigns directly within major advertising platforms and be willing and able to execute campaigns internally when business needs or testing opportunities arise. Success in this role also requires strong cross-functional collaboration.

The Digital Marketing Senior Manager will work closely with internal marketing and operations teams, along with agency partners to develop digital strategies that improve conversion and maximize ROI. This person must also be comfortable partnering directly with franchisees by helping them understand digital media performance, providing actionable recommendations, building confidence in our digital strategy, and driving buy-in and adoption of preferred agency partners. This role goes beyond pulling reports and monitoring dashboards.

The Digital Marketing Senior Manager must be highly comfortable interpreting complex performance data, identifying the story behind the numbers, and confidently presenting findings to audiences ranging from franchisees and cross-functional teams to senior leadership and executives. They should be able to distill detailed analysis into concise executive summaries that clearly communicate what happened, why it matters, and what actions should be taken next.

This position requires a multifaceted skill set: someone who can own digital initiatives from strategy and cross-functional alignment through project management, execution, optimization, reporting, and quality assurance. Strong attention to detail, analytical thinking, presentation skills, project management, communication, and relationship-building skills are essential.

JOB RESPONSIBILITIES

Digital Advertising Strategy + Optimization Develop, evaluate, and optimize digital advertising strategies, media mix, audience targeting, and campaign structures across all brands at both the national and local levels, with a heavy emphasis on paid search (PPC), display, and paid social platforms including Facebook, Instagram, YouTube, and emerging channels. Lead and hold preferred agency partners accountable for campaign execution, optimization, testing, pacing, and performance against established KPIs and business goals.

Maintain strong hands-on knowledge of major advertising platforms and, when needed, directly build, launch, manage, or optimize campaigns internally to support testing, special initiatives, or evolving business needs. Partner cross-functionally with internal marketing, creative, operations, and local marketing teams to develop culturally relevant, compelling advertising creative and landing page experiences informed by campaign performance and consumer behavior.

Monitor and optimize media performance against established KPIs, historical performance, industry benchmarks, and business goals. Stay current on emerging technologies, platforms, advertising capabilities, AI applications, and evolving digital marketing best practices.

Develop and manage A/B testing plans, document insights, and share relevant learnings across teams and brands to continuously improve performance. Evaluate franchisee digital advertising KPIs monthly in partnership with Operations, Local Marketing, and preferred agency partners to: Identify underperforming locations and provide strategic recommendations to improve campaign performance. Identify top-performing locations and document/share best practices across the system.

Surface broader trends and opportunities that can improve digital media performance across brands. Meet regularly with franchisees to review media performance, present data in an approachable and actionable way, answer questions, and provide strategic guidance. Build franchisee confidence and buy-in around digital media strategy, clearly communicating the value and performance of recommended programs and working cross-functionally to drive systemwide adoption of preferred agency partners and digital marketing best practices.

Serve as a collaborative digital media resource for franchisees and internal teams, helping connect national strategy with local market needs and opportunitie