Marketing Manager

Position Summary

The Marketing Manager is the voice, face, and digital presence of ASPIRE Salon Studios, responsible for building and executing a marketing strategy that drives brand awareness, generates qualified leasing leads, and deepens the connection between ASPIRE and the independent beauty professional community it proudly serves. This role sits at the intersection of creative storytelling and performance marketing — equally at home crafting a compelling social campaign and analyzing a Google Ads conversion report.

Reporting directly to the CEO, the Marketing Manager operates as a strategic partner and a hands-on executor. As ASPIRE accelerates its expansion across Southern California and into new markets, this role is responsible for ensuring that every new location launches with momentum, every existing location stays top-of-mind, and that the ASPIRE brand is experienced as the premium, salon-first destination it is — both online and in person.

Reporting Structure

• Reports To: Chief Executive Officer (CEO)
• Direct Reports: None (Individual Contributor)
• Key Collaborators: Leasing Director, Leasing Coordinators, President

Core Responsibilities

Digital Marketing & Lead Generation

• Plan, execute, and optimize paid digital advertising campaigns across Meta (Facebook & Instagram), TikTok and Google Ads, with a primary focus on generating qualified leads for the leasing pipeline.
• Monitor campaign performance daily, adjusting targeting, creative, and budget allocation to maximize lead quality and cost-per-acquisition.
• Manage Google Analytics to track website traffic, user behavior, and conversion performance, producing regular insights reports for the CEO and Leasing Director.
• Develop and execute SEO strategies to improve organic search visibility for ASPIRE locations across Southern California and target expansion markets.
• Build and manage retargeting audiences and email nurture sequences to re-engage prospective tenants throughout the leasing consideration cycle.

Social Media & Content Strategy

• Own ASPIRE's social media presence across all platforms, developing and executing a content calendar that reflects the brand's premium aesthetic and salon-first philosophy.
• Create and curate compelling content — including photography direction, copywriting, short-form video, and graphic design — that showcases the ASPIRE studio experience and celebrates the professionals who call it home.
• Grow ASPIRE's social following and engagement across Instagram, TikTok, Facebook, and other relevant platforms through consistent, high-quality content and community interaction.
• Identify and build relationships with beauty industry influencers, local content creators, and tenant advocates who can authentically amplify the ASPIRE brand.
• Monitor social sentiment and respond to comments, messages, and reviews in a timely, on-brand manner.

Website Management

• Own and maintain the ASPIRE Salon Studios website, ensuring all content is current, accurate, and optimized for both user experience and search engine performance.
• Coordinate the launch of new location pages for each studio opening, including photography, copy, suite availability, and local SEO optimization.
• Ensure all locations are accurately listed and up-to-date on Google Business Profile, Yelp, and other relevant directories to maximize local search visibility.
• Collaborate with the Leasing Director to ensure website lead capture forms, tour scheduling tools, and CTAs are optimized for conversion.

New Location Launches

• Develop and execute comprehensive go-to-market marketing plans for each new ASPIRE location, including pre-launch awareness campaigns, grand opening events, and post-launch occupancy support.
• Coordinate the production of location-specific marketing materials including signage, brochures, digital assets, and promotional collateral.
• Partner with the Leasing Coordinator in each territory to ensure marketing efforts are aligned with on-the-ground leasing activity and local market nuances.
• Track and report on the marketing contribution to new location lease-up performance, using data to refine future launch playbooks.

Community Engagement & Events

• Conceptualize and execute tenant and prospective tenant events such as Lunch & Learns, holiday mixers, studio open houses, and local business networking opportunities.
• Build relationships within the local beauty professional community — including cosmetology schools, beauty associations, and industry events — to expand ASPIRE's reach and reputation.
• Identify and pursue co-marketing opportunities with beauty brands, product distributors, and complementary service businesses that align with the ASPIRE brand.
• Represent ASPIRE at industry trade shows, beauty expos, and community events as a brand ambassador.

Brand Stewardship

• Serve as the guardian of the ASPIRE brand identity, ensuring all marketing materials, communications, and digital assets adhere to established brand standards.
• Develop and maintain a comprehensive brand style guide to ensure consistency across all internal and external touchpoints as the team grows.
• Review and approve all externally facing creative materials to ensure they meet the quality and aesthetic standards of the ASPIRE brand.
• Proactively evolve the brand's visual and verbal identity to stay fresh, relevant, and competitive in a premium market segment.

Core Competencies

• Creative Vision — The ability to develop marketing concepts that are fresh, visually compelling, and true to the ASPIRE brand.
• Performance Orientation — A data-driven mindset that balances creative instincts with measurable results and lead generation accountability.
• Brand Advocacy — A genuine passion for the ASPIRE brand and the independent beauty professional community it serves.
• Entrepreneurial Drive — Comfort operating independently in a lean organization, taking initiative without waiting to be directed.
• Collaborative Spirit — The ability to work seamlessly with leasing, operations, and executive leadership to align marketing with business priorities.
• Adaptability — Ease shifting between strategic planning and hands-on execution as the needs of a growing company evolve.

Work Environment

The Marketing Manager operates with a blend of office-based work and regular field presence across ASPIRE studio locations throughout Southern California. On-site visits are essential for content creation, event execution, and maintaining a deep understanding of the studio environment and tenant experience. As ASPIRE expands into new markets, this role will also involve travel to support new location launches and ensure each market receives a strong, coordinated go-to-market effort.

About ASPIRE Salon Studios

ASPIRE Salon Studios is a premier salon suite operator based in Southern California, currently operating across 9 locations with significant expansion underway. At ASPIRE, we understand that studios are salons first. With over 40 years of experience in the beauty industry — much of it running hair salons — we know what it takes to create the right environment for independent beauty professionals to succeed. We're not real estate people; we're salon people, and you'll feel that every time you walk through our doors.