Sr. Marketing Manager, Professional Salons

About You

The Professional Salons Senior Marketing Manager will lead the development of marketing strategy and materials to drive awareness, recommendation, adoption and sales of Nutrafol Hair Growth Nutraceuticals and wet line (shampoo, conditioner, serums, etc.) sold by salon professionals. Supporting both sell-in sales to hair stylists (wholesale purchase) and sell-through sales to clients, this new position will be a key driver for the growth of the brand in professional salons, helping to convey value propositions that resonate with stylists and their clients. They will be responsible for creating and enhancing Nutrafol brand awareness at all touchpoints of the salon professional and client journey with Nutrafol.  

You will be a strong communicator who is creative, detail-oriented and demonstrates solid project management skills. The selected candidate will have proven experience leading hair salon marketing campaigns and the creative development process with designers and copywriters, and is comfortable in a fast-paced start-up environment. Experience developing point-of-sale materials (visual merchandising), educational materials and social media content for hair salons is required. 

As a member of Nutrafol’s growing Professional Marketing team, you will report to the VP of Marketing for the Professional Channel (Professional Salons, Healthcare Professionals, and Estheticians), and will collaborate closely with the Professional Salons Sales Director, members of the Professional Marketing team and key cross-functional stakeholders across the organization. The selected candidate has proven professional downstream marketing (commercialization) experience with professional hair and/or beauty products sold to salons in the U.S.

Responsibilities

• Develop and execute comprehensive B2B awareness and marketing strategies to encourage hair stylists to recommend or sell Nutrafol products to their clients.
• Develop yearly paid media awareness plans with Salon publications and associations to drive mass-market awareness of Nutrafol hair supplements and wet line to hair stylists; leveraging educational videos, product launches and influential Stylists. Initiatives include educational webinars, podcasts, promotional videos, emails, trade ads, social media, digital advertising and more.
• Lead, manage and execute paid media awareness campaigns with contracted partners; providing direction, copy, graphics and marketing materials. Measure and report effectiveness/results of marketing campaigns with defined KPIs.
• Develop and execute B2B2C marketing strategies that effectively drive “sell-through” sales to clients in salons; including empowering salon professionals to serve as brand ambassadors who facilitate client education and in-salon sales.
• Lead the strategy and development of digital and printed materials to increase brand awareness at all touch points of a client journey to encourage purchase from the salon - from social media and email communications to point of sale materials (visual merchandising), in-office videos and educational brochures.
• Lead the development and promotion of digital and print marketing and merchandising materials to drive salon sales including national awareness campaigns  (i.e.  Hair Loss Awareness Month) for Salon providers to promote to their clients.
• Lead the creative development process for marketing projects, including writing project briefs for the creative teams, providing copy and design direction, managing deadlines, providing creative feedback, and ensuring product messaging and claims are accurate and consistent.
• Support the Senior Marketing Manager on product launch/GTM strategy for Salons and the execution of Salon marketing materials and communications for salon product launches.
• Identify and cultivate relationships with leading Salon professional educators and influencers.
• Lead the promotion of regional Salon wellness events.
• Collaborate with the social media team to develop social content calendar and assets for Salon providers; identify and recommend stylist content for Nutrafol-owned social channels.
• Collaborate with the Professional Salon sales team to identify, prioritize and optimize marketing materials and communications.  
• Develop and maintain strong cross-functional stakeholder relationships with the following teams: Professional Salon Sales, Professional Marketing, Creative, Social Media, Clinical & Medical Affairs, Brand, PR, Product Development, Operations, Supply Chain.
• Provide timely reporting to measure KPIs, campaign and program effectiveness to guide future strategies and initiatives.
• Manage budgeting and invoicing for marketing materials.
• Support annual strategic planning and budgeting.

Qualifications

• Bachelor’s degree in Marketing, Business, English, Communications, or related field preferred.
• Minimum 5 years of experience developing comprehensive B2B marketing strategies to encourage salon professionals to carry a specific product/brand in their salon.
• Minimum 5 years of demonstrated success in crafting and executing B2B2C marketing strategies to drive “sell-through” sales to clients in salons; encouraging clientsto purchase a product/brand from their stylist.
• Ability to create compelling, tailored marketing materials that resonate with stylists and their clients.
• Experience developing targeted marketing materials and campaigns that empower salon professionals to serve as brand ambassadors, facilitating client education and increasing in-salon sales.
• Proven experience executing marketing campaigns and leading the creative development process including design and copy feedback/direction.
• Experience managing external agencies and vendors including contract negotiation and budget management.
• Experience working with salon professional educators and influencers.
• Excellent written, communication, and interpersonal skills. Strong presentation skills and highly comfortable interacting with stakeholders at all levels (customers, executives, vendors, etc.).
• Experience managing a budget and invoicing.
• Experience with visual merchandising and social media content.
• Excellent organizational skills and proven ability to manage multiple projects, coordinate programs, managing through ambiguity to execution.
• Experience working cross-functionally with sales, social media, creative, medical affairs, product development teams, etc.
• Adaptable team player comfortable in an agile environment who can evolve, pivot, and pitch in as needed.
• Estimated national travel: 10-20% (fieldwork with reps, Salon events, offsite planning meetings, etc).