Senior Manager of Lead Generation

Company Description

Salons by JC is one of North America's fastest-growing salon suite franchise models. SBJC offers beauty and wellness products and services in a streamlined, professional retail space that is available for lease to industry professionals. SBJC offers an excellent support model, distinguished by its state-of-the-art digital and personal concierge services, which distinguish it as a leader in the industry.

Role Description

In the last few years, Salons by JC has experienced exponential growth. As a result, the need to further increase quality traffic and improve conversions for our salon locations has become increasingly critical.

The primary focus of this role is paid media, ensuring agency-managed campaigns deliver targeted, efficient, and ROI-positive results, with a secondary focus on developing and managing other lead generation channels to supplement overall lead flow.

This person will also support the broader lead generation strategy by assisting with organic prospecting, email outreach, and Salesforce workflows. They will report to the Director of Growth Marketing and work closely with the Senior Manager of Lead Optimization to generate data-driven insights that improve resource allocation and strategic focus.

Responsibilities

• Oversee performance of paid media and multi-channel lead generation initiatives managed by agency partners, ensuring alignment with occupancy goals and strategic priorities for key locations.
• Hold agency partners accountable for KPIs and optimization efforts, ensuring marketing investments are efficient, targeted, and outcome-driven.
• Assist in reviewing agency reporting deliverables, validate data accuracy, and support the Director of Growth Marketing in compiling unified, executive-level performance summaries.
• Work with the Director of Growth Marketing to analyze trends, uncover insights, and synthesize cross-channel performance into actionable recommendations for leadership.
• Contribute to testing and evaluation of new lead generation opportunities across multiple platforms (paid, organic, referral, local outreach, partnerships, and SEO-driven tactics).
• Support organic prospecting initiatives by identifying non-paid opportunities for lead growth — including local partnerships, directories, content enhancements, and review generation.
• Collaborate with the Senior Manager of Lead Optimization to ensure seamless integration between lead generation channels and backend systems, including Salesforce, RingCentral, and email automation.
• Gain understanding of Salesforce lead structures, pipelines, and data hygiene processes to ensure reliable reporting and effective lead tracking.
• Provide secondary support for Salesforce, RingCentral, and email programs when the Senior Manager of Lead Optimization is out, ensuring workflow continuity.
• Help optimize email and nurturing campaigns to improve lead-to-tour conversion rates.
• Analyze performance data from Meta, Google Ads, Salesforce, Email, and other reporting platforms to surface insights, performance trends, and strategic recommendations.
• Maintain awareness of marketing best practices, platform updates, AI-enabled optimization tools, and emerging lead-generation channels to support ongoing improvement.
• Partner with Operations and Franchise Support team to understand local dynamics and inform targeted marketing strategies for locations facing occupancy challenges.
• Support the development of scalable documentation, playbooks, and reporting frameworks that improve operational efficiency and lead generation consistency across the franchise network.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 3–5 years of experience in digital marketing or lead generation, ideally within a multi-location or franchise environment.
• Proven experience managing paid media campaigns (Google, Meta) and working closely with external agencies to drive measurable results.
• Experience managing external agencies, vendors, and third-party partners.
• Strong analytical skills with proficiency in Salesforce, Google Analytics (GA4), and Google Search Console; familiarity with Datorama or other data visualization/reporting tools preferred.
• Working knowledge of SEO, content marketing, and prospecting tactics to support organic lead generation initiatives.
• Ability to translate campaign performance data into actionable insights and recommendations for non-technical stakeholders (e.g., franchisees, operations).
• Results-driven mindset with the ability to balance short-term performance goals and long-term strategic growth.
• Exceptional organization, prioritization, and project management skills with experience managing multiple initiatives simultaneously.
• Strong interpersonal and communication skills, both written and verbal, with a track record of cross-department collaboration.
• Adaptable and self-directed, able to thrive in a fast-paced, high-growth environment with shifting priorities.
• Experience building relationships with and supporting franchisees or independent business owners is a plus.
• Preferred experience in the beauty and wellness industry, multi-unit or franchise business models, and retail/geolocation-based marketing strategies.
• Familiarity with WordPress or CMS platforms is a plus.