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 Social Media Manager is responsible for leading platform-specific strategy (TikTok and YouTube), content development, community cultivation, and real-time social engagement across Sally Beauty's organic social ecosystem. This role creates culturally relevant content, activates creator and UGC storytelling, identifies emerging trends, and uses social listening to guide the brand's presence and reputation. The manager drives brand affinity, engagement, and community growth while ensuring the Sally Beauty voice shows up consistently and meaningfully across channels.
The Social Media Manager will also own the Strategic Day-to-Day Management and Execution of social media marketing plans set by business and have accountability to Performance Results. This role must work cross-functionally across marketing, merchandising, digital, stores, and more to ensure social programs optimized and align with business priorities and marketing goals. This role may occasionally travel to on-site photoshoots, productions, or brand activations to support content capture and community engagement. This is a hybrid role reporting into the Support Center at Legacy West in Plano, TX.
Responsibilities
40% Editorial Calendar Management of Organic Social platforms
• Collaboratively develop content ideas to support specified social media platforms based in business priority, social media trends and best practices. • Concept, script, shoot, and edit platform-native content (short-form vertical, long-form, TikTok Live's, community posts) that reflects beauty trends and best practices. • Source, brief, or create content (Video, Static, Animation, Carousel), ensuring it reflects best practice for its designated platform and follows brand creative guidelines. • Route content for leadership approval, making edits as needed. • Content publishing ownership including any necessary back-end tagging. • Management of Creator Collective UGC program including briefing, sourcing, tracking, reviewing, and budgeting. • Own Social Media Content briefing to support always-on brand content, as well as specific campaign needs. • Partner cross-functionally with creative, brand strategy, merchandising, and channel partners to ensure alignment across all brand storytelling. • Use AI tools and modern editing platforms to accelerate ideation, editing, captioning, and content optimization. • Ensure all content meets brand voice, tone, guidelines, and accessibility standards.
20% Community Management of Social Media platforms
• Lead Social Engagement for designated channels and follow Social Response Protocol for engagement and routing of customer care needs via social media. • Own the escalation process, ensuring issues are routed quickly to the right partners. • Utilize Social listening to identify the latest trends in social or beauty that can be opportunities for Sally Beauty to participate in. • Proactively identify and engage with likeminded consumers or beauty enthusiasts, with the intention of developing long-term relationships within Sally Beauty Communities. • Maintain a pulse on emerging community behaviors, sentiment shifts, and platform dynamics.
Reporting
• Deliver weekly and monthly insights including content performance, platform shifts, sentiment themes, community health, and competitive benchmarking. • Use social listening tools like Sprinklr to identify emerging trends, customer pain points, and cultural opportunities. • Translate insights into actionable content adjustments, rapid tests, and narrative opportunities for the brand. • Collaborate with leadership on social POVs for broader campaign planning and brand priorities. • Track and forecast beauty, retail, and platform trends to inform future social strategy.
Knowledge, skills & abilities requirements
Degree in Marketing, Public Relations, Business, Design, or related field Minimum of 6 years in related role with a strong focus on TikTok, YouTube, and community management Execution experience bringing social media strategies to life while utilizing data to consistently improve Experience maintaining a social media editorial calendar Experience building and moderating communities Demonstrated content creator abilities of creating content, filming, and producing social content and/or video creation skills Familiarity with social listening practices to inform content plans, campaigns, and strategies Strong creative instincts, copywriting ability, and cultural fluency Experience with AI-assisted content tools preferred Expert understanding of social media platforms such as Facebook, Twitter, Instagram, YouTube, TikTok, LinkedIn, Pinterest, etc. Strong copywriting and storytelling skills with the ability to translate brand strategy into social-first narratives Ability to train and coach others; experience documenting processes, playbooks, and workflows Proficiency in Sprinklr and social analytics tools Skilled in community building, brand reputation management, and narrative storytelling
Competencies & attributes
Eager to learn, test, and grow Excellent verbal and written communication skills Aptitude for crafting engaging content and expanding content creation skills with curiosity for new trends, transitions, and editing styles Community-obsessed: naturally engages with audiences, reads comments as data, and protects the health of the community Highly tapped into social media industry news, understanding the latest trends and how to apply those to a brand Agile team player, can work cross-functionally and provide clear direction to others Creative, with an eye for strong performing content Ability to travel for key photoshoots, events, and brand activations
Working conditions & physical requirements
Location: Hybrid | Monday, Tuesday, Wednesday at the Sally Beauty Support Center, Legacy West (Plano, TX); Remote Thursday and Friday The typical working environment is in the support center office, and the work is sedentary. Typically, the associate may sit comfortably to do the job. However, some tasks and activities may be walking, standing, bending, carrying light items such as papers, files, books, and small parts, driving an automobile to a store location, etc. These activities are not frequent and do not require significant physical demands to perform the work. While involving everyday risks or discomforts, the work environment is designed with standard safety precautions. These precautions, typical of offices, meeting and training rooms, retail stores, residences, or commercial vehicles, include using safe work practices with office equipment, avoiding trips and falls, observing fire regulations and traffic signals, etc. The work area is adequately lighted, heated, and ventilated, ensuring the safety and comfort of our associates.
Benefits
We offer a competitive salary and outstanding benefits package that includes medical, dental, vision, life Insurance, paid vacation and sick days, paid holidays, tuition reimbursement and 401(k) with company match. In addition, associates of SBH may take advantage of our in-house salon with complementary services and a varied selection of food options at our corporate campus. Also, featured at our corporate campus, is both a Sally Beauty and CosmoProf Professional onsite store, where associates enjoy a great merchandise discount!