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Vice President of Marketing

Massage Envy

Scottsdale, Arizona
posted February 11, 2021

The Vice President of Marketing is responsible for leading the brand’s media and marketing efforts to drive guest acquisition, membership, and effective customer engagement, while building Massage Envy’s brand equity.  This leader will drive optimal media and channel performance aligned and to the overall marketing and business strategies.

What We'll Accomplish Together

  • Develop and lead integrated performance strategies throughout the marketing eco systems for optimal performance and effective customer engagement including, but not limited to; Media (all forms), CRM, Brand Experience/ Activation, Website and App and Regional/Local marketing.
  • Develop and execute the marketing calendar that encompasses promotions, new product and service launches, guest and member campaigns and vendor promotions.
  • Produce successful creative briefs and partner with the creative team to develop compelling creative that drives results.
  • Create and implement a multi-touch point strategy that connects performance marketing channels that enhances brand value / equity and drives optimization and customer personalization.
  • Develop, track, analyze, and report on key performance metrics and identify areas of opportunity to improve KPIs across areas of responsibility.
  • Deliver increased targeting and relevance across all channels, while telling integrated and elevated brand stories.
  • Lead effort in the utilization of data-driven methodology, analyses, and measurement, to improve the effectiveness of all performance marketing channels.  Find insights that translate into actionable media plans.
  • Ensure that the Performance Marketing and Regional Marketing teams and franchise co-ops are deploying synergistic, best-in-class strategy and execution of campaigns, continuously testing to improve ROI, and achieving desired results.
  • Lead agency partners to develop and deliver media strategies that drive guest acquisition and increased memberships and member revenue at the best ROI.
  • Develop and implement test and learn strategies that continue to improve and evolve the media strategies and creative execution.
  • Ensure collaborative workflow and integration processes with strategic planning, project management, creative services, technical services, business development, and operations to optimize the delivery of performance marketing services.
  • Collaborate with Chief Marketing and Innovation Officer to define strategic objectives, marketing budgets, and success metrics.
  • Monitor and control all costs that are associated with performance marketing campaigns, initiatives, and pilot projects.
  • Coordinate cross-functional input, deliverables, timelines, and communicates properly documented progress and issues of campaigns to the Chief Marketing and Innovation Officer.
  • Partner with National Franchise Conference team to develop and market national conference to franchisees.
  • May perform other duties as are necessary for the proper execution of performance marketing and duties as assigned by the Chief Marketing and Innovation Officer.

Education, Experience and Skills Required:

  • 15+ years’ experience in a media strategy role leading teams of diverse talent and marketing capabilities in an agency or large corporation.  Multi-unit and/or franchise experience desired.
  • Extensive digital and performance marketing experience including deep understanding of marketing technology. Experience with E-commerce driving online traffic and revenue.
  • Media experience must include SEM, Social Media, Broadcast, Display, Radio, Email Marketing, SMS, and Direct Mail.
  • Proven track record of using performance marketing to grow revenue and customer base. Ideal candidate would have experience building the team and technology from the ground up.
  • The ideal candidate will have deep media/performance marketing experience plus previous direct responsibility managing one or more of the following:  Loyalty/CRM, Marketing Technology development, E-commerce, Analytics.
  • Able to make informed business decisions; remain result-oriented when tracking the linkage between marketing techniques and measurable financial results.
  • Ability to demonstrate business acumen including but not limited to analyzing business trends, short and long-term goal planning, budgeting, forecasting, and implementing business and strategic plans.
  • Very strong analytical capabilities. Demonstrated ability to leverage data analytics to drive business performance.  Has utilized marketing mix modeling and multi touch attribution to improve media contribution.
  • Skilled at leveraging the powers of creative content and storytelling to engage customers in relevant ways. Takes customer insight and translates into media and content.
  • IQ/EQ balance that allows the use data to inform your decisions and the insight to create deep connections across the business to get the job done.
  • Critical thinker and problem-solving skills
  • Excellent and efficient time management skills and ability to prioritize workload.
  • Excellent interpersonal skills and ability to establish and maintain effective relationships with other management leadership, team members, franchisees, and vendors, as necessary.
  • Ability to present facts and recommendations effectively in oral and written form.
  • Able to work flexible schedule, to accommodate business needs.
  • Ability travel up to 25 percent of the time.
  • Bachelor’s degree required.