Senior Manger, Local Growth Marketing

Company Description

Spavia, founded in 2005 in Denver, CO, is dedicated to making a positive impact on the world by offering luxurious spa experiences at an accessible price. With a mission to help guests relax, recenter, and renew, Spavia has grown into a nationwide network of resort-inspired spas. Offering a variety of treatments like massages, skincare, body treatments, waxing, lash extensions, and more, Spavia provides a serene and tranquil retreat for guests in our local communities across the United States.

Role Description

At Spavia, we are a luxury spa brand dedicated to delivering resort-inspired relaxation across a growing nationwide network of 60 franchise locations. Our brand is established, our visual identity is strong, and our standards are exceptionally high.

We are hiring a performance-driven Senior Manager, Local Growth Marketing, who knows how to move the needle on two critical metrics in our business: First Time Visits (FTVs) and Membership Conversions.

The Opportunity: First-time visits are growing across our network, but converting those guests into recurring members is where our next leg of revenue lives. You will own that conversion funnel across 60 locations—designing data-backed campaigns, building measurement frameworks, and arming franchisees with scalable playbooks that win.

If you view marketing through the lens of customer acquisition, data analytics, and scalable unit economics (rather than just aesthetics) this role is for you.

What You’ll Do (Key Responsibilities)

Drive Customer Acquisition & Foot Traffic

• Fuel the Funnel: Design, deploy, and scale comprehensive national and regional marketing campaigns aimed directly at increasing First-Time Visits (FTVs) across 60 locations.
• Build Actionable Playbooks: Turn complex marketing marketing strategies into highly executable campaign blueprints and marketing calendars that give franchisees a clear roadmap for seasonal promotions and local store marketing.
• Performance-Driven Creative Direction: Direct internal creative resources or external agencies on the visual and messaging assets required to support your growth strategies ensuring they are optimized for conversion, not just looks.

Optimize the Membership Conversion Funnel

• Lifecycle Marketing Mastery: Own and optimize the customer lifecycle journey using Mindbody and Attentive. Build data-driven segmentation models and automated email/SMS flows (welcome series, win-backs, membership upgrades).
• Nurture to Member: Continually A/B test and optimize subject lines, cadences, and offers to seamlessly transition a casual first-time guest into a loyal, recurring monthly member.

Franchise Empowerment & Local Openings

• Franchise Partnership: Act as the primary strategic growth advisor for our franchise system, coaching owners on how to execute local marketing initiatives that win in their specific regions.
• New Spa Opening (NSO) Strategy: Lead marketing onboarding and pre-opening planning sessions for new franchisees. Manage and support owners through all phases of pre-opening execution, including founding membership campaigns, digital advertising setup, local PR, and Grand Opening event planning.

Analyze, Report & Iterate

• Build the Measurement Framework: Define and own the growth metrics that matter (CAC, LTV, payback period, FTV-to-member conversion rate, and cohort retention). Build the dashboards that make those metrics transparent across HQ and the franchise network.
• Executive Visibility: Move past “vanity metrics” (likes and views) and translate deep analytics into clear business insights. Report monthly and quarterly performance metrics to executive leadership, demonstrating marketing’s direct impact on network revenue.
• Channel Attribution & Budget Allocation: Own multi-touch attribution across paid social, paid search, local SEO, and email/SMS. Recommend spend allocations by market based on marginal ROI.

What You Bring

• Experience: 5–7 years of experience in growth marketing, customer acquisition, or lifecycle marketing. Experience in franchise networks, multi-unit retail, or hospitality/wellness brands is highly preferred.
• Analytical Rigor: You love spreadsheets as much as you love strategy. You build measurement frameworks, not just superficial dashboards. You are fluent in ad-platform analytics and BI tools (Looker, Tableau, or Power BI), can model LTV by cohort, and pivot campaigns mid-stream based on data.
• Tech Stack Fluency: Deep familiarity or direct experience with lifecycle marketing tools, specifically Mindbodyand Attentive (or equivalent enterprise CRM/SMS platforms).
• Influence & Communication: Strong stakeholder management skills. You know how to simplify complex marketing concepts to lead, inspire, and build trust with independent small business owners (franchisees).
• Education: Bachelor’s degree in Marketing, Finance, Business Administration, or a related quantitative field.

What We Offer

• Salary Range: $110,000 – $125,000 (Commensurate with experience)
• Performance Bonus: Target 10% annual bonus tied directly to network FTV and membership growth metrics.
• Benefits: Comprehensive health, dental, and vision benefits.
• Perks: Generous spa perks, wellness benefits, and a collaborative hybrid corporate culture based in Denver, CO.