Sr Manager, Owned Channels (Email & SMS)

Responsibilities

• Lifecycle & Membership Programs
• 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.
• Journey Ownership & Optimization
• 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.

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, 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.
• 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 (preferred).

Preferred

• 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.
• 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.

Benefits

• Flexible time off and holiday schedule
• Medical, dental, vision, and life insurance
• Health Savings Account
• Flexible Spending Account
• 401K match
• Monthly allowance for spend at WellBiz Brands, Inc. owned brands
• Cell Phone reimbursement
• Free Employee Assistance Plan