SR Director Full-Service Sales

Senior Director, Full-Service Sales

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.

About the role

The Senior Director, Full-Service Sales is a senior field leader responsible for the performance, talent, and strategic direction of a large, complex Full-Service region. This role leads a team of Full-Service Leaders to deliver sales growth, profitability, customer retention, and new business development while building organizational capability across the region.

The Senior Director operates as the regional general manager for Full Service—translating company strategy into regional execution, developing leadership bench strength, strengthening vendor and cross-functional partnerships, and driving consistent performance standards across multiple markets. In addition to owning regional results, the Senior Director is expected to influence the broader field organization through best-practice sharing, leadership of key initiatives, and contribution to organizational design, training, and talent planning.

Typical span of control: 6–8 Full-Service Leaders leading a large, multi-state region with elevated business, people, and market complexity.

Responsibilities

Grow the Business – 45%

• Own the performance of a large Full-Service region, delivering against sales, gross margin, new customer acquisition, customer retention, productivity, and profitability targets.
• Translate company strategy into a regional operating plan, including priorities by market, account segmentation, talent deployment, and focus areas for growth.
• Lead through Full-Service Leaders to drive execution of sales plans, promotional priorities, key account strategies, and new business development across the region.
• Review monthly and quarterly regional performance, identify performance gaps, and direct corrective action plans across territories and leaders.
• Ensure regional forecasting accuracy through disciplined review of sales trends, pipeline opportunities, risks, and productivity indicators.
• Coach Full-Service Leaders to use Salesforce, Tableau, and other business tools to identify opportunities related to customer growth, order trends, assortment gaps, event participation, returns, and vendor opportunities.
• Serve as the senior regional partner for vendor/manufacturer relationships, including strategic market planning, education alignment, business development days, and key customer engagement.
• Partner with cross-functional leaders in stores, merchandising, supply chain, pricing, and finance to resolve issues, improve execution, and unlock growth.
• Lead the regional business narrative for Quarterly Business Reviews, including performance, key risks, talent health, and recommended actions.

Lead the Team and Build Organizational Capability – 45%

• Lead, coach, and develop a team of Full-Service Leaders, holding them accountable for territory performance, recruiting, onboarding, coaching, talent development, and execution consistency.
• Build and maintain a strong regional leadership bench by identifying succession candidates, accelerating high-potential leaders, and addressing performance gaps decisively.
• Own regional talent planning, including org design recommendations, territory leadership needs, and hiring plans in partnership with HR and Talent Acquisition.
• Establish a consistent leadership operating rhythm across the region, including one-on-ones, performance reviews, field coaching, business reviews, and development planning.
• Spend meaningful time in market with Full-Service Leaders to assess leadership effectiveness, coaching quality, customer engagement, and territory execution; provide direct feedback and action plans.
• Drive accountability for associate experience, retention, engagement, and culture across the region.
• Partner with Full-Service Leaders to address underperformance, performance management actions, and associate relations matters in a timely and consistent manner.
• Lead onboarding and development standards for Full-Service Leaders across the region and contribute to broader field leadership training where appropriate.
• Share best practices across regions and play an active role in shaping field leadership standards, role clarity, and productivity expectations.

Enterprise Leadership / Strategic Projects – 10%

• Lead or contribute to enterprise and cross-regional initiatives such as organizational redesign, pilot execution, capability building, field training, productivity improvement, or vendor acceleration programs.
• Provide input to the VP of Full-Service on organizational design, role effectiveness, regional coverage, talent moves, and long-term growth opportunities.
• Model enterprise leadership by balancing regional priorities with broader company goals and acting as a visible culture leader across the Full-Service organization.

Knowledge, skills & abilities requirements

“The Company does not provide visa sponsorship for this position. Applicants must be currently authorized to work in the U.S.”

• Bachelor’s degree in business, marketing, or related field preferred; equivalent relevant experience considered.

• 10+ years of progressive sales leadership experience, including multi-unit or field leadership responsibility.

• Demonstrated success leading leaders and managing a complex, multi-state field sales organization.

• Strong business acumen with the ability to interpret sales, margin, productivity, and customer data to drive action.

• Experience building high-performing teams, coaching leaders, and managing performance.

• Strong strategic thinking, planning, prioritization, and change leadership skills.

• Excellent cross-functional collaboration, communication, and vendor partnership skills.

• Proficiency with Salesforce, Tableau, Microsoft Office, and field productivity tools.

• Beauty industry or adjacent B2B sales experience preferred.

• Ability to travel overnight and weekends as business needs require.

Competencies & attributes

• Strategic thinker with strong enterprise perspective
• Talent builder and coach of leaders
• Results-oriented with strong commercial and financial acumen
• Change leader who can simplify complexity and drive adoption
• Strong communicator and cross-functional partner
• Decisive problem-solver with sound judgment
• Customer- and field-focused operator
• Inclusive leader who builds trust, accountability, and engagement

Working conditions & physical requirements

The work environment involves normal business travel and office/field conditions typical of meetings, stores, customer visits, and travel by automobile or air. The role requires regular travel across the assigned region and periodic overnight stays. Standard sedentary and mobile physical requirements apply, including driving, computer work, walking stores or salons, and attending meetings and events.

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