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Director of Membership Marketing

Massage Envy

Scottsdale, Arizona
posted October 5, 2020

As the leading provider of total body care in the United States, Massage Envy is seeking a Director of Membership Marketing to lead the company’s membership program efforts.   In this role, the Director will be responsible for establishing and executing the road map for Massage Envy’s member engagement efforts from targeting, segmentation, communications and measurement.   The ideal candidate will be able to build out campaigns and programs based upon member journeys and create the right segmentation to increase revenue, engagement, conversion to member and the LTV of all Massage Envy customers. Based upon rigorous attention to metrics, and well-defined KPI’s, the Director of Membership Marketing needs to have strong overall business acumen, deep understanding of data sets and data architecture, test and learn methodologies, communication and creative development, and understanding of enhancing the member experience.  This function will partner closely with IT, other marketing and operations team members, as well as franchisees.  The CRM capabilities and state of the function is in the early stages.  Significant opportunity exists and requires vision, adding of capabilities including email and SMS, advanced analytics, while having the  ability to balance day to day hands on actions that drive short and long term results.

What We'll Accomplish Together

The Director of Membership Marketing will be responsible for establishing and executing the road map for Massage Envy’s member engagement efforts from targeting, segmentation, communications and measurement.   The ideal candidate will be able to build out campaigns and programs based upon member journeys and create the right segmentation to increase revenue, engagement, conversion to member and the LTV of all Massage Envy customers.

Essential Functions Include:

  • Develop, execute, and manage the member program strategy including campaign management, execution, reporting, and analytics.
  • Manage and evolve the current CRM system including building customer lists and reporting, email and SMS capabilities, performing ongoing database enhancements, and maintaining the business relationships with vendors.
  • Lead and manage key customer journeys including conversion to member, member engagement and retention, and reactivation initiatives from ideation through creative development and execution. Partner with media team members on omni channel campaigns.
  • Develop segmentation and lead campaign management with a thorough understanding of the customer, while providing strategic recommendations on how to further engage members based on data findings.
  • Deliver results through building the plan and owning the strategy, but also be ready to dive into the data, creative and/or technology to ensure our goals are met.
  • Develop test and learn plans. Seek and leverage member insights.
  • Advance current measurement and analytics capabilities. Track the performance of customer marketing activities to adjust future strategies based on ROI.
  • Exceed franchise expectations by improving membership sales volume resulting from the 1:1 approach.
  • Partner with other team members, departments and franchisees to develop member personalization strategies through our website, app, and in location member experience.
  • Manage or assist multiple assignments or projects of varying complexity within the department.
  • Hours may include outside of a normal workweek schedule as needed to meet workload demands.

Education, Experience and Skills Required

  • Bachelor’s degree, ideally in marketing or data driven sciences, MBA a plus.
  • 10+ years of experience in CRM, analytics, and loyalty-program management including a points-based program. Experience with personalization is preferred.
  • Industry experience in Hospitality, Retail, CRM Agency, and other Service-based industries is preferred.
  • Experience with cloud-based self-service CRM and loyalty programs. SQL experience is a plus.
  • Ability to manage multiple deadline-oriented projects concurrently and thrive in a fast-paced environment. Experience with developing, tracking, reporting and monitoring KPIs.
  • Data driven decision maker that has good balance of analytics and creativity. Understands the power of strong creative and can partner with our Creative Director to develop powerful and motivating member communications.
  • Strong business acumen
  • Experienced knowledge with data sets and data architecture, test and learn methodologies, communication and creative development, and understanding of enhancing the member experience.
  • High energy, ability to remain focused on goals.
  • Customer centric with results orientation
  • Problem solver with tenacity, likes to “build”, test, and optimize.
  • Curious, critical thinker with strong communication skills.
  • Ability to handle complexity and work effectively with minimal direction.
  • Collaborative, team player with ability to create relationships and work effectively across functions