Sr Manager, Owned Channels (Email & SMS)

The Sr Manager, Owned Channels (Email & SMS) owns the CRM program for email and SMS across all five WellBiz Brands, within the direction and KPIs set by the VP of Customer Strategy. This role designs and optimizes customer journeys, runs the test-and-learn agenda, and reports performance tied to bookings, retention, second visits, and revenue. It also supports the lifecycle and membership side of the guest journey. As a subject matter expert in email and CRM, this person turns strategy into a clear roadmap, challenges recommendations with data, and presents results and recommendations to leadership.

 

 

• Develop the email and SMS lifecycle roadmap that connects new guests to members and members to long-term loyalty across all five brands, aligned to the direction set by the VP.
• Own retention and second-visit performance for the program by tracking results, identifying opportunities, and driving improvements through email and SMS.
• Partner with brand directors and Operations on membership journeys so programs are executable at the studio level.
• Define national and franchisee roles in CRM, including who owns messaging, offers, and local execution, and drive adoption with franchisee and field stakeholders.
• Partner with the Customer Strategy team on segmentation and translate it into journeys that can be built and measured.

• Own the design and roadmap for email and SMS journeys across all five brands (for example welcome series, rebooking reminders, and at-risk and win-back journeys), in support of the VP's lifecycle strategy.
• Define triggers, audiences, suppression rules, and messaging logic so journeys work together and do not conflict with promotions or local campaigns.
• Run a test-and-learn program by forming hypotheses, designing tests within the roadmap (A/B tests, holdout groups, and control groups), and turning results into the next round of tests.
• Audit active journeys on a regular cadence and prioritize improvements by their impact on retention, second visits, and revenue.

• Own performance reporting for email and SMS by journey, campaign, and brand, including bookings, retention, second visits, and revenue.
• Make sure every major program has a measurement plan before launch, with GA4 tagging and tracking standards that tie results to bookings.
• Own deliverability and list health, including sender reputation, engagement, suppression, and list hygiene.
• Work directly in the enterprise data warehouse and BI tools (for example Power BI) instead of relying on others for every pull.
• Define data feed and integration requirements for technology teams, and hold delivery to those requirements.

• Present results, insights, and recommendations to leadership and franchise stakeholders.
• Ensure email and SMS practices follow consent, opt-in, and privacy requirements (TCPA, CAN-SPAM, and state privacy laws).
• Partner with brand, operations, technology, and legal teams so programs are executable and compliant.
• Manage platform and vendor relationships in partnership with the VP.
• Maintain SOPs, QA checklists, and training guides so the program never depends on one person.

 

• Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent experience.
• 7+ years of experience in CRM, lifecycle, email, or SMS marketing, with real strategy depth.
• Proven track record in lifecycle strategy and retention, including repeat-visit, second-visit, and win-back programs.
• Hands-on experience with Iterable or a comparable marketing automation platform (for example, Braze or Salesforce Marketing Cloud), including journey builds, segmentation, and testing.
• Experience designing and managing A/B tests, holdout groups, and structured experimentation programs, with a test-and-learn mindset.
• Experience presenting results and recommendations to senior leaders and franchisee audiences.
• Preferred: Experience in a membership, subscription, multi-location, or franchise environment, particularly a multi-brand or multi-unit franchise environment.
• Preferred: Experience designing operating models and driving adoption with franchisee or field stakeholders.

• Ability to work independently, manage competing priorities, and make sound decisions amid ambiguity, escalating appropriately when needed.
• Strong program management and prioritization skills across a multi-brand roadmap and competing stakeholder demands.
• Strong written and verbal communication, with the ability to turn complex data into clear recommendations, maintain distinct brand voices, and influence without authority across brand, operations, finance, legal, and technology teams.

• Strong analytical skills, including SQL and BI tools (for example, Power BI), GA4 tagging and measurement, and the ability to connect results to business outcomes.
• Strong working knowledge of email and SMS compliance, including consent, opt-in, carrier registration, short codes, and state privacy requirements.
• Preferred: Working knowledge of deliverability and list health best practices.
• Preferred: Technical acumen with data feeds and integrations, and the ability to specify requirements and challenge technical recommendations with data.
• Preferred: Strong business and financial acumen, comfortable working with LTV models, retention metrics, and membership economics.

 

WellBiz Brands, LLC. is the franchisor of five health and wellness brands: Drybar®, Elements Massage®, Amazing Lash Studio®, Radiant WaxingTM, and Fitness Together®. Headquartered in Denver, Colorado, WellBiz Brands has over 700 combined U.S. franchised locations across the five brands. Through the WellBiz Brands support staff, the brands strive to uphold these core values: integrity, accountability, service-mindedness, decisiveness/bias to action, curiosity, and resilience. These core values embody everything important for each brand - from franchise owners to clients - to lead healthy, balanced lives. At WellBiz Brands, we value, promote, and celebrate diversity, equality, and inclusivity. We believe that a diverse mix of talented people sparks creativity, fosters innovation, and drives results, and a broad understanding of diversity in all ways. All five brands offer unique franchise opportunities for entrepreneurs from all walks of life and various investment levels, with a new focus on recurring revenue models. For more information about WellBiz Brands and its franchise opportunities, visit WellBizBrands.com.