Vice President, Customer Strategy, Analytics & Retention

Role Description

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.

• Partner closely with brand leads, Finance, Franchise Operations, and Product to surface and validate customer insights (cohorts, migrations, LTV, psychographics).
• Translate insights into franchise-ready playbooks and local activation.
• Oversee CRM, 1:1 communications, web/CRO, and SEO.
• Own data science, test & control design, measurement, and attribution frameworks to prove incrementality and ROI.
• Report to senior leadership with clear, business-focused recommendations that influence strategy, innovation, and investment.

Qualifications

• 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.

Requirements

• Leads the vision, strategy, and P&L-aligned goals for the Customer Analytics & Insight practice across WellBiz Brands.
• 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.
• 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.
• 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.
• Define and lead data science capabilities: LTV, propensity and uplift modeling, predictive analytics, feature engineering, and ML-driven personalization.
• Design and govern rigorous test & control frameworks and pilots (A/B, multivariate, holdout/geo/cohort experiments).
• Establish enterprise measurement & attribution standards: unified KPIs, uplift/incrementality analysis, ROI frameworks, executive dashboards, and a regular reporting cadence.
• Own CRM & 1:1 communications strategy across brands—architect national always-on programs and recommended localized tactics.
• Oversee web/digital experience strategy: CRO, A/B testing, SEO, content optimization.
• Operate at both tactical (“zoom in”) and strategic (“zoom out”) levels.
• Translate complex data and insights into clear, franchisee-facing actions, playbooks, training, and dashboards.
• Partner cross-functionally with Finance, Brand, Franchise Operations, Product, and Commercial leaders.
• Build repeatable processes and playbooks for insight generation, segmentation, experimentation, and localized franchise enablement.
• Report regularly to senior leadership with concise executive summaries, business cases, and ROI backed recommendations.

Benefits

• Flexible time off and holiday schedule
• Medical, dental, vision, and life insurance
• Health Savings Account
• Flexible Spending Account
• 401K match
• Monthly allowance for spending at WellBiz Brands, Inc. owned brands
• Cell Phone reimbursement
• Free Employee Assistance Plan

Company Description

WellBiz Brands, LLC. is the franchisor of five health and wellness brands: Drybar®, Elements Massage®, Amazing Lash Studio®, Radiant Waxing®, and Fitness Together®. Headquartered in Denver, Colorado, WellBiz Brands has over 700 combined U.S. franchised locations across the five brands. Through the WellBiz Brands support staff, the brands strive to uphold core values: integrity, accountability, service-mindedness, decisiveness/bias to action, curiosity, and resilience. These core values embody everything important for each brand - from franchise owners to clients - to lead healthy, balanced lives. At WellBiz Brands, we value, promote, and celebrate diversity, equality, and inclusivity.