Sr Manager, Owned Channels (Email & SMS)

WellBiz Brands•Denver, CO

About The Position

The Sr Manager, Owned Channels (Email & SMS) owns the email and SMS CRM program across all five WellBiz Brands, within the direction and KPIs set by the VP of Customer Strategy. The role turns strategy into a clear roadmap, designs and optimizes customer journeys, leads a test-and-learn agenda, and reports performance tied to bookings, retention, second visits, and revenue. It also supports the lifecycle and membership portions of the guest journey and presents data-backed results and recommendations to leadership and franchise stakeholders. The position partners with brand, operations, customer strategy, technology, legal, and franchise stakeholders to make programs executable, measurable, and compliant. It owns journey optimization, performance reporting, deliverability and list health, measurement standards, data and integration requirements, platform and vendor relationships in partnership with the VP, and program documentation and training materials.

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 substantial strategy experience.
Proven lifecycle strategy and retention track record, including repeat-visit, second-visit, and win-back programs.
Hands-on experience with Iterable or a comparable marketing automation platform, such as Braze or Salesforce Marketing Cloud, including journey builds, segmentation, and testing.
Experience designing and managing A/B tests, holdout groups, and structured experimentation programs.
Experience presenting results and recommendations to senior leaders and franchisee audiences.
Ability to work independently, manage competing priorities, make sound decisions amid ambiguity, and escalate appropriately.
Strong program management and prioritization skills across a multi-brand roadmap and competing stakeholder demands.
Strong written and verbal communication skills, including translating complex data into clear recommendations, maintaining distinct brand voices, and influencing across teams without authority.
Strong analytical skills, including SQL and BI tools such as Power BI, GA4 tagging and measurement, and connecting results to business outcomes.
Working knowledge of email and SMS compliance, including consent, opt-in, carrier registration, short codes, and state privacy requirements.

Nice To Haves

Experience in a membership, subscription, multi-location, or franchise environment, particularly a multi-brand or multi-unit franchise environment.
Experience designing operating models and driving adoption with franchisee or field stakeholders.
Working knowledge of deliverability and list health best practices.
Technical acumen with data feeds and integrations, including specifying requirements and challenging technical recommendations with data.
Strong business and financial acumen, including comfort with LTV models, retention metrics, and membership economics.

Responsibilities

Develop the email and SMS lifecycle roadmap that connects new guests to membership and long-term loyalty across all five brands, aligned with the VP's direction.
Track and improve retention and second-visit performance through email and SMS.
Partner with brand directors and Operations on membership journeys that can be executed at the studio level.
Define national and franchisee CRM roles for 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 measurable journeys.
Own the design and roadmap for email and SMS journeys across all five brands, including welcome, rebooking, at-risk, and win-back journeys.
Define journey triggers, audiences, suppression rules, and messaging logic so journeys coordinate with promotions and local campaigns.
Lead a test-and-learn program, including forming hypotheses, designing A/B tests and holdout or control groups, and using results to plan future tests.
Audit active journeys regularly and prioritize improvements based on impact to retention, second visits, and revenue.
Own email and SMS performance reporting by journey, campaign, and brand, including bookings, retention, second visits, and revenue.
Ensure major programs have a measurement plan before launch, including GA4 tagging and tracking standards that connect 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, such as Power BI, to retrieve and analyze data.
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 comply with consent, opt-in, and privacy requirements, including TCPA, CAN-SPAM, and state privacy laws.
Partner with brand, operations, technology, and legal teams to ensure 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 does not depend on one person.
Perform other duties and projects as assigned by the supervisor and department heads.