Profile of a Growth Marketer is an ongoing series where we feature performance marketing industry leaders from around the globe.
Sally Beauty is the world’s largest distributor of professional beauty supplies and provides the channels that allow manufacturers of beauty supplies to reach customers, both professional and non-professional. Operating in over 4500 stores throughout the world, Sally Beauty’s global presence has allowed them to truly capitalize on the performance marketing channel.
To better understand their approach and tactics, we chatted with Mary Osako, Director of Digital Strategy at Sally Beauty.
WHAT DO YOU DO IN YOUR ROLE AT SALLY BEAUTY?
I lead Sally Beauty’s digital marketing and marketplace initiatives. I am responsible for driving traffic, new customer acquisition, customers’ digital interaction with the brand, and managing our marketplace ecommerce.
HOW DO YOU EXPLAIN WHAT YOU DO TO YOUR FAMILY AND FRIENDS?
I tell family and friends I’m responsible for ensuring Sally is top of mind for any hair or beauty needs, and for all Sally Beauty ads they see online and on social media.
HOW DID YOU GET STARTED IN THE WORLD OF PERFORMANCE MARKETING?
I was first exposed to performance marketing when I was working in the fashion industry. I was working with a brand who had a well-established affiliate marketing program which we used to partner with influencers, find brand ambassadors, and increase brand loyalty.
WHAT DO YOU SEE AS SOME OF THE BIGGEST CHALLENGES IN ONLINE MARKETING TODAY?
Providing personalized and relevant content during each stage of the customer’s journey. In retail, it’s easy to get wrapped up focusing on products and promotions, and lose sight of the customer and their needs.
FROM YOUR EXPERIENCE, HOW HAS THE AFFILIATE MARKETING MODEL ADDED VALUE TO SALLY BEAUTY?
The affiliate marketing model is effective and cost efficient. The partnerships developed through affiliate marketing allow us to extend our brand reach and stay top of mind in all channels where our customers are present.
WHAT HAS SURPRISED YOU MOST ABOUT THE AFFILIATE MARKETING MODEL?
I’m continually surprised by the growth and partner mix of our affiliate program.
WHAT ARE SOME ADVANTAGES TO WORKING WITH ACCELERATION PARTNERS?
Acceleration Partners is the industry leader with knowledge and experience that deliver results. Our client services team at AP is wonderful and I view them as a great extension of the Sally team. They are truly vested in the business and continue to bring new partnerships and opportunities that effectively grow the program.