Marketing Manager (Beauty/Cosmetic/Skincare/Nail Industry)

Role Overview

The Marketing Manager is the strategic leader responsible for driving acquisition, retention, and brand growth across all customer-facing marketing channels for Aprés Nail. They own the campaign strategy, channel performance, team leadership, and executional briefs that ensure Aprés remains the category leader in professional nail innovation and consumer brand awareness. The ideal candidate will have a background in the Beauty, Cosmetics, Skincare, and/or Nail industries.

The Marketing Manager owns the “how we go to market” -- across CRM, paid media, social, influencer, and loyalty.

Key Responsibilities

Campaign & Channel Strategy

• Own the marketing strategy for launch and evergreen campaigns to ensure goals are aligned to brand goals and revenue targets
• Translate brand-level campaign themes into channel-specific strategies across email, paid, social, influencer, and loyalty
• Write and review campaign briefs, ensuring clarity on messaging, audience, deliverables, KPIs, and channel adaptations
• Partner with Sales, Product, and Creative to craft launch marketing angles, customer benefits, and storytelling arcs
• Lead creative testing strategy in partnership with Paid, CRM, and Creative (hooks, formats, messaging variations, offer framing, etc.)

• Manage and mentor Social, Influencer, and CRM roles, ensuring they hit KPIs and execute to brief
• Leads communication across OOH partners such as Beach House and OverCast
• Ensure each channel owner has a clear content & performance plan tied to campaign calendar
• Review and approve channel creative for brand alignment, accuracy, and messaging clarity
• Review live data, identify shifts needed, and reallocate focus if required
• Ensure assets, timelines, and deliverables stay on schedule

• Own weekly KPI reporting across all channels (topline + channel breakdowns)
• Analyze performance of major launches and evergreen growth channels, identify insights, wins, and next steps
• Monitor loyalty membership growth, paid media efficiency, email retention metrics, and social reach/engagement
• Deliver weekly performance snapshots and quarterly business reviews to Brand Director

• Grow loyalty engagement and develop performance strategy
• Work with E-Comm+ CS + CRM to ensure tier benefits, reward cycles, and loyalty-based campaigns support customer retention and upsell
• Drive YOY growth in loyalty sign ups, tier migration, and repeat purchase rate

• Own monthly budget pacing and reporting across paid, influencer, and creator allocations
• Track ROI by channel, campaign type, and audience segment
• Recommend spend shifts based on performance and seasonality

• 5-7+ years of marketing experience
• 2+ years of experience of leading a team
• Comfort owning and tracking marketing budgets across paid, influencer, and creator spend
• Ability to analyze weekly KPIs, diagnose performance shifts, and make data-backed recommendations
• Strong background in developing multi-channel marketing strategies (email, social, paid, influencer, loyalty).

125,000 - 135,000 USD per year(Gale)