The Vice President of Planning and Brand Marketing is responsible for brand planning, omni-channel content strategies, and local marketing support to deliver drive guest acquisition, membership, and customer engagement, while building Massage Envy’s brand equity. This leader will manage a vast array of programs shaping the direction of the brand by using insights and research to inform and help deliver initiatives and campaigns that will propel the brand forward. In addition to planning and ensuring brand cohesiveness, this role will lead marketing operations and local franchise marketing.
Functions supported by this role:
- Strategy, consumer, and brand insights
- Local marketing and franchisee support
- Vendor marketing
- Promotions
- Marketing operations – budget management
- Brand Management to include Public Relations, Social Media, CSR, and Reputation Management
Essential Functions:
- Develop omnichannel content strategies and pillars that help guide creative execution, and deliver a cohesive omnichannel marketing approach
- Develop brand marketing plans in concert with department leadership and internal stakeholders to guide overarching brand strategy
- Lead qualitative and quantitative research to further enhance target audiences, consumer and competitive trends and the general category landscape
- Lead marketing operations, to include budgets and planning, promotion strategies, vendor marketing campaigns and local marketing support and reporting
- Work with the team to identify areas of opportunity, produce campaign KPIs and work with the VP of Creative Services and the VP of Omnichannel Marketing to deliver results
- Partner with internal stakeholders to deliver multi-touch point customer experience that enhances brand cohesion, drives optimization, and delivers personalization
- Ensure that the Omnichannel/Performance Marketing and Local Marketing teams are deploying synergistic, best-in-class execution of campaigns, continuously testing to improve ROI, and achieving desired results.
- Along with the VP of Omnichannel Marketing, guide and interpret test, learn messaging, and content strategies to continue to improve and evolve media strategies and creative execution.
- Support vendor co-marketing initiatives to enhance core marketing programs and strategic marketing plans
- Ensure collaborative workflow and integration processes with project management, omnichannel marketing, creative services, IT, innovation, and operations to optimize the delivery of marketing services
- Collaborate with Chief Revenue Officer and Director of Strategy to define strategic objectives, marketing budgets, and success metrics.
- Lead marketing operations to include budget management, local franchisee relations and performance tracking
- Support the Public relations, community relations team with strategic initiatives that align with brand KPIs
- Coordinate cross-functional input, deliverables, timelines, and communicate properly documented progress and areas of opportunities to the Chief Revenue 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 Revenue Officer
Education, Experience and Skills Required: |
- 15+ years’ experience in a strategic planning and/or content strategy role leading teams of diverse talent and marketing capabilities in an agency and/or franchised organization. Multi-unit and/or franchise experience desired
- Extensive digital and brand marketing experience with the ability to deliver cohesive omnichannel marketing plans and content strategies that deliver results
- Media experience must include strategic planning with in-depth digital media and brand marketing
- Proven track record of developing omnichannel content marketing strategies that align with performance marketing to grow revenue and customer base. An ideal candidate would have experience building and leading a team that delivers results and builds strong cross-functional relationships
- 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
- Strong strategic planning capabilities with a proven track record of delivering brand cohesiveness across multi-channel environment
- Skilled at leveraging the powers of creative content and storytelling to engage customers in relevant ways. Take customer insight and translate into media and content plans
- Experience leading RFP processes and vendor contracting`
- IQ/EQ balance that allows the use of 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; Skilled at laying out strategic processes
- 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 in order to accommodate business needs
- Ability to travel up to 25% of the time.
- Bachelor’s degree required.
- Agency and/or franchise experience HIGHLY preferred
- ONLY local candidates will be considered - Hybrid Role
Massage Envy Franchise LLC Benefits:
In addition to a great work environment, Massage Envy Franchise, LLC offers Medical, Dental and Vision Benefits. Paid Life Insurance and 401K, Generous Paid Holidays, vacation, and sick time. At Massage Envy Franchise, LLC, we believe in helping people feel their best through total body care—a mission that touches everyone. And we know that investing in uniquely talented, fiercely passionate people is the key to achieving it. We work hard, we have fun, which is a key part of helping employees feel their best!
Massage Envy Franchising, LLC provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics.
