Vice President, Customer Strategy, Analytics & Retention
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Job Description
Vice President of Customer Strategy leading customer analytics and insights for five WellBiz Brands. Building strategies to enhance growth, retention, and lifetime value through data-driven decision-making.
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.
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.
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
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