Vice President, Customer Strategy, Analytics & Retention

WellBiz Brands•Denver, CO

3d•$175,000 - $185,000•Remote

About The Position

The Vice President, Customer Strategy, Analytics & Retention at WellBiz Brands is a senior executive who builds and leads the enterprise customer analytics and insight practice across five brands. This leader defines vision, sets P&L-aligned goals, hires and develops data, analytics, CRM, and digital capabilities, and manages direct reports, agencies, and a larger matrixed team to drive member growth, retention, and lifetime value. They partner closely with brand leads, Finance, Franchise Operations, and Product to surface and validate customer insights (cohorts, migrations, LTV, psychographics), translate those insights into franchise-ready playbooks and local activation, and oversee CRM, 1:1 communications, web/CRO, and SEO. The VP owns data science, test & control design, measurement, and attribution frameworks to prove incrementality and ROI, and reports to senior leadership with clear, business-focused recommendations that influence strategy, innovation, and investment.

Requirements

10+ years of progressive experience in customer strategy, analytics, CRM, lifecycle marketing, or related disciplines, with increasing leadership responsibility.
7+ years of experience building and scaling a customer analytics or lifecycle insights capability, including operating model design, talent acquisition, vendor selection, and roadmap development.
Demonstrated ownership of P&L-aligned outcomes, with a track record of driving measurable impact on customer acquisition, retention, lifetime value (LTV), and revenue growth.
Strong analytical skills with the ability to translate data into actionable insights and business recommendations.
Extensive experience leading CRM and lifecycle marketing strategies at scale, including segmentation, personalization, and retention program design.
Experience partnering with performance marketing teams across major digital platforms (e.g., Google, Meta, programmatic, CTV, audio) to support targeting, measurement, and optimization strategies.
Experience operating in a multi-unit, franchise, or distributed business model strongly preferred, with the ability to translate enterprise strategy into localized execution playbooks.
Track record of leading and developing high-performing, multidisciplinary teams, including analytics, CRM, research, digital, and data science or advanced analytics partners, as well as managing external agencies and vendors.
Demonstrated ability to influence executive stakeholders and cross-functional partners, translating complex data into clear, actionable business recommendations.
Experience establishing governance, KPIs, testing frameworks, and enterprise reporting environments with a strong orientation toward ROI, accountability, and decision support.
Bachelor’s degree required; advanced degree (MBA, MS in Analytics, Data Science, or related field) preferred.

Nice To Haves

Experience operating in a multi-unit, franchise, or distributed business model strongly preferred, with the ability to translate enterprise strategy into localized execution playbooks.
Bachelor’s degree required; advanced degree (MBA, MS in Analytics, Data Science, or related field) preferred.

Responsibilities

Leads the vision, strategy, and P&L-aligned goals for the Customer Analytics & Insight practice across WellBiz Brands; partners with executive leadership to inform cross-enterprise investment decisions
Build the customer analytics & insight practice from the ground up: define operating model, hire core capabilities (data engineering, data science, analytics, CRM, research, UX/CRO), select platforms/vendors, and establish governance, KPIs, and a multi-year roadmap. Scope & scale: support five WellBiz brands; manage direct reports and agency partners (own budget, vendor relationships, and resource planning).
Lead, develop, and performance manage analytics, CRM, retention, VOC/research, and digital teams and external agencies; set clear objectives, OKRs, career development plans, and resource allocation.
Act as a critical business partner to brand leads—collaborate to surface and validate insights that inform brand strategy, product/service innovation, member growth, and franchise enablement; translate executive priorities into analytics and activation roadmaps.
Own day-to-day tactical execution through team and agency partners to deliver strategic priorities (campaigns, lifecycle programs, A/B tests, SEO, site optimizations) on time and on budget while ensuring alignment to enterprise KPIs.
Define and lead data science capabilities: LTV, propensity and uplift modeling, predictive analytics, feature engineering, and ML- driven personalization to power CRM, retention, and product innovation.
Design and govern rigorous test & control frameworks and pilots (A/B, multivariate, holdout/geo/cohort experiments); ensure statistical validity, incrementality measurement, and clear success criteria.
Establish enterprise measurement & attribution standards: unified KPIs, uplift/incrementality analysis, ROI frameworks, executive dashboards, and a regular reporting cadence tying initiatives to financial outcomes.
Own CRM & 1:1 communications strategy across brands—architect national always-on programs and recommended localized tactics; empower franchisees with playbooks, templates, toolkits, and governance to execute locally.
Oversee web/digital experience strategy: CRO, A/B testing, SEO, content optimization, and partnership with MarTech/Product to drive acquisition, conversion, and site monetization.
Operate at both tactical (“zoom in”) and strategic (“zoom out”) levels: manage execution details while synthesizing aggregated findings (consumer migrations, cohort/quartiles, psychographics) into enterprise recommendations that drive brand positioning, innovation, and go-to-market strategy.
Translate complex data and insights into clear, franchisee-facing actions, playbooks, training, and dashboards that enable local adoption and measurable results.
Partner cross-functionally with Finance, Brand, Franchise Operations, Product, and Commercial leaders to align insight priorities with P&L, pricing, and operational readiness.
Build repeatable processes and playbooks for insight generation, segmentation, experimentation, and localized franchise enablement; continuously improve data governance, privacy/compliance, and measurement rigor.
Report regularly to senior leadership with concise executive summaries, business cases, and ROI backed recommendations to influence strategic investment and roadmap decisions.