Senior Manager, Digital Marketing

Head to Toe Brands is hiring a Senior Manager, Digital Marketing for an onsite role in Southlake, TX (salary range USD 100,000 - 110,000 per year). In this position, you will lead performance marketing across the portfolio, strengthen results through paid media strategy and optimization, and connect national planning to local market needs. You’ll also collaborate closely with cross-functional teams and preferred agency partners, while delivering monthly reporting that turns data into clear recommendations.

What you’ll get

• Medical
• Dental
• Vision

Responsibilities

• Develop, evaluate, and optimize digital advertising strategies, including media mix, audience targeting, and campaign structures across national and local levels.
• Drive performance across paid search (PPC), display, and paid social platforms such as Facebook, Instagram, and YouTube, including emerging channels.
• Lead preferred agency partners and hold them accountable for execution, optimization, testing, pacing, and performance against KPIs and business goals.
• Maintain hands-on expertise in major advertising platforms and, when needed, build, launch, manage, or optimize campaigns internally to support testing and special initiatives.
• Partner across internal marketing, creative, operations, and local marketing teams to create culturally relevant ad creative and landing page experiences informed by performance and consumer behavior.
• Monitor and optimize media performance using KPIs, historical results, industry benchmarks, and business goals.
• Create and manage A/B testing plans, document learnings, and share insights across teams and brands to improve results over time.
• Review franchisee digital advertising KPIs monthly in partnership with Operations, Local Marketing, and agency partners to identify underperforming locations and recommend improvements.
• Identify top-performing locations and document or share best practices across the system based on monthly KPI reviews.
• Surface broader trends and opportunities that can improve digital media performance across brands.
• Meet regularly with franchisees to review performance, present data in an approachable way, answer questions, and provide strategic guidance.
• Build franchisee confidence and buy-in around digital media strategy by clearly communicating program value and supporting adoption of preferred agency partners and best practices.
• Own monthly digital performance reporting across brands, channels, campaigns, and local markets, ensuring accuracy, consistency, and KPI focus.
• Interpret performance beyond the numbers by identifying trends, diagnosing challenges, and translating data into recommendations and next steps.
• Create concise executive summaries covering what happened, why it happened, what it means, and what to do next.
• Present performance, insights, and recommendations to franchisees, cross-functional partners, brand leadership, and executive stakeholders with appropriate levels of detail.
• Support social and content with quarterly social media reporting, including quantitative KPI analysis and qualitative evaluation, then translate insights into recommendations that inform national paid social strategy, media spend, creative development, and organic planning.
• Support email marketing initiatives, including development and optimization of email templates and campaigns, segmentation, testing, deployment, and performance reporting.
• Collaborate with the Digital Marketing Senior Director to identify and prioritize CRO and overall digital customer experience opportunities.
• Support SEO, AI, and digital discoverability initiatives aimed at increasing qualified website traffic, lead generation, and conversion.
• Assist with website enhancement and feature-release projects through testing, quality assurance, and launch.
• Use website, search, and campaign performance data to identify ongoing optimization opportunities.

Requirements

• Minimum 8 years of digital performance marketing experience; franchise, multi-location, or agency experience strongly preferred.
• Bachelor’s degree required, ideally in marketing, business, information systems, data science, statistics, or a related field.
• Proven experience managing and optimizing paid digital media against CPL, CPA, conversion, and ROI goals.
• Hands-on experience building, launching, and optimizing campaigns in major paid media platforms, even within an agency-led media model.
• Ability to execute campaigns internally when needed while primarily serving as the strategic lead for agency-managed programs.
• Strong analytical skills with the ability to translate complex performance data into insights and business decisions.
• Exceptional presentation and data storytelling skills for franchisees and executive stakeholders.
• Experience creating clear executive summaries that communicate findings, business impact, and recommended next steps.
• Cross-functional experience across marketing, operations, creative, analytics, and/or technology teams.
• Proven relationship-building and communication skills, including translating performance data into actionable recommendations.
• Experience managing agency partners, setting performance expectations, and holding them accountable for optimization and results.
• Ability to balance strategic thinking with hands-on execution in a fast-paced, multi-brand environment.
• Strong project management skills with attention to detail and follow-through.
• Proficiency with analytics and marketing tools, including GA4, Google Tag Manager, Google Search Console, Google Ads, and Meta Business Suite/Ads Manager.
• Microsoft Word, Excel, PowerPoint, and Teams.
• Digital marketing and analytics platform familiarity including AI.

Technologies

• Google Analytics 4 (GA4)
• Google Tag Manager
• Google Search Console
• Google Ads
• Meta Business Suite/Ads Manager
• Facebook
• Instagram
• YouTube
• Microsoft Word, Excel, PowerPoint, Teams
• AI

Salary

$100k-110k