Senior Manager, Owned Channels – Email & SMS

This is a fully remote position, open to applicants in Colorado.

📋 Description

• Take ownership of the CRM program for email and SMS across all five WellBiz Brands.

• Design and enhance customer journeys related to bookings, retention, second visits, and revenue generation.

• Implement a test-and-learn strategy and report performance metrics to leadership.

• Support the lifecycle and membership aspects of the guest experience.

• Create a roadmap for email and SMS lifecycle that connects new guests to members and fosters long-term loyalty among members.

• Manage retention and second-visit performance by tracking outcomes, identifying opportunities, and driving enhancements.

• Collaborate with brand directors and Operations on membership journeys that can be executed at the studio level.

• Define national and franchisee CRM roles and promote adoption among franchisee and field stakeholders.

• Work with Customer Strategy on segmentation and convert it into measurable customer journeys.

• Oversee email and SMS journey design and roadmap for all five brands.

• Define triggers, target audiences, suppression rules, and messaging logic.

• Conduct A/B tests, holdout groups, and control groups, and apply findings to future testing.

• Audit ongoing journeys and prioritize enhancements based on retention, second visits, and revenue impact.

• Manage performance reporting by journey, campaign, and brand.

• Establish measurement plans utilizing GA4 tagging and tracking standards related to bookings.

• Ensure deliverability and list health, including sender reputation, engagement metrics, suppression, and list hygiene.

• Work directly with the enterprise data warehouse and BI tools such as Power BI.

• Define data feed and integration requirements and ensure compliance with those specifications.

• Present findings, insights, and recommendations to leadership and franchise stakeholders.

• Ensure email and SMS practices adhere to TCPA, CAN-SPAM, and state privacy regulations.

• Collaborate with brand, operations, technology, and legal teams.

• Manage relationships with platforms and vendors alongside the VP.

• Maintain SOPs, QA checklists, and training materials.

• Perform other duties and projects as assigned.

⛳️ Requirements

• 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.

• Demonstrated success in lifecycle strategy and retention, encompassing repeat-visit, second-visit, and win-back initiatives.

• Hands-on experience with Iterable or a similar marketing automation platform, such as Braze or Salesforce Marketing Cloud, including journey building, segmentation, and testing.

• Experience in designing and managing A/B tests, holdout groups, and structured experimentation programs.

• Proven ability to present results and recommendations to senior leadership and franchisee audiences.

• Preferred: Experience in a membership, subscription, multi-location, or franchise setting.

• Preferred: Experience in designing operating models and fostering adoption with franchisee or field stakeholders.

• Ability to work independently, prioritize competing demands, and make informed decisions in ambiguous circumstances.

• Strong program management and prioritization skills across a multi-brand roadmap.

• Excellent written and verbal communication skills, with the ability to distill complex data into clear recommendations while maintaining distinct brand voices and influencing cross-functional teams.

• Strong analytical skills, including proficiency in SQL and BI tools such as Power BI, GA4 tagging and measurement, and linking results to business outcomes.

• Solid understanding of email and SMS compliance, including consent management, opt-in processes, carrier registration, short codes, and state privacy laws.

• Preferred: Familiarity with best practices in deliverability and list health.

• Preferred: Technical proficiency with data feeds and integrations, as well as the ability to specify requirements and challenge technical recommendations based on data.

• Preferred: Strong business and financial insights, including LTV models, retention metrics, and membership economics.

🏝️ Benefits

• Flexible time off and holiday schedule.

• Medical, dental, vision, and life insurance.

• Health Savings Account.

• Flexible Spending Account.

• 401K match.

• Monthly allowance for spending at WellBiz Brands, Inc. owned brands.

• Cell Phone reimbursement.

• Free Employee Assistance Plan.