Sr Manager, Owned Channels (Email & SMS)

WellBiz Brands, Inc.•Denver, CO

6d•$85,000 - $90,000

About The Position

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. The role 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. As an email and CRM subject matter expert, the role turns strategy into a clear roadmap, evaluates recommendations with data, and presents results and recommendations to leadership. The role works with brand directors, Operations, Customer Strategy, franchise and field stakeholders, technology, legal, and other teams to build executable, measurable, and compliant programs. It owns lifecycle journey design, performance reporting, deliverability and list health, measurement planning, and CRM operating practices across all five brands. The position reports within the direction set by the VP of Customer Strategy and manages platform and vendor relationships in partnership with the VP.

Requirements

Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent experience.
At least 7 years of experience in CRM, lifecycle, email, or SMS marketing, with substantial strategy experience.
Proven lifecycle strategy and retention experience, 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 the ability to turn complex data into clear recommendations, maintain distinct brand voices, and influence cross-functional 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.
Strong 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 evaluating technical recommendations with data.
Strong business and financial acumen, including familiarity with LTV models, retention metrics, and membership economics.

Responsibilities

Develop the email and SMS lifecycle roadmap to connect new guests to members and members to long-term loyalty across all five brands, aligned with the VP's direction.
Track retention and second-visit performance, identify opportunities, and improve results 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 customer 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 to prevent conflicts with promotions and local campaigns.
Run a test-and-learn program by developing hypotheses, designing A/B tests and holdout or control groups, and applying results to future tests.
Audit active journeys regularly and prioritize improvements based on their impact on retention, second visits, and revenue.
Own email and SMS performance reporting by journey, campaign, and brand, including bookings, retention, second visits, and revenue.
Establish measurement plans before major program launches, including GA4 tagging and tracking standards connected 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 obtain 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.