The Director of Elements Massage Skincare & Innovation is responsible for owning and driving system-wide performance of skincare and innovation initiatives across the Elements Massage brand. This role is accountable for revenue growth, service adoption, pilot strategy, pull-through, and long-term scalability of skincare, retail, and innovation revenue streams, including additional services and modalities.
In partnership with the Elements Massage Brand Operations Directors, this leader ensures skincare and innovation are fully integrated into regional business plans with clear accountability for performance outcomes at the studio level. The role combines strategic ownership and field execution, leading the development, pilot testing, and scaling of new services while ensuring franchisees have the tools, training, and support needed to maximize revenue, enhance guest experience, and stay competitive in the industry.
WellBiz Brands Benefits:
Location: Remote (United States)
Compensation Range: $95,000.00 - $105,000.00/annually. Offers to select candidates will be made on a fair and equitable basis, taking into account specific job-related skills and experience.
Salary ranges reflect Colorado disclosure requirements. Compensation may vary by geographic location for candidates working outside Colorado.
Position Responsibilities:
Revenue Growth & Performance Optimization
● Own, monitor, and deliver on KPIs and success metrics for skincare performance systemwide, including but not limited to revenue targets, services, add-ons, and retail performance.
● Drive immediate and sustained revenue growth in skincare services across all existing locations — including core skincare services, new innovation offerings, and retail — while ensuring system-wide compliance with brand standards and ongoing adoption of skincare across all Elements Massage
locations.
● Drive measurable improvements in average ticket, service provider utilization, and retail attachment rates.
● Identify performance gaps across regions and studios; develop and deploy target action plans to improve results.
● Analyze system-wide data to uncover trends, opportunities, and underperforming markets; provide actionable insights and recommendations.
Innovation Strategy & New Revenue Development
● Lead end-to-end innovation lifecycle - including ideation, pilot design, testing, system-wide rollout, and pull-through.
● Own the strategy and execution of new services, modalities, and revenue streams beyond core skincare offerings.
● Evaluate pilot performance and determine scalability, pricing strategy, and operational feasibility.
● Partner cross-functionally to bring new concepts to market and ensure successful adoption
● Continuously assess industry trends to keep the brand competitive and differentiated.
Skincare Expansion & Rollout Execution
● Own the expansion strategy for skincare across the system, including adoption in new and existing studios.
● Lead rollout initiatives (i.e., Skincare 2.0), ensuring clear execution plans, timelines, and accountability.
● Develop and deliver scalable training programs (in-person, online, or combo), toolkits, job aids, operational playbooks, and other resources to support franchisees.
● Partner with New Studio Opening (NSO) to embed skincare into all new locations.
Retail & Merchandising
● Drive retail attachment rates by developing and deploying sales training, scripting, and tools that enable service providers and front desk associates to recommend and convert at point of sale.
● Partner with Marketing and vendors to align retail promotions with service launches, seasonal campaigns, and guest experience priorities.
● Establish and maintain retail performance benchmarks; identify underperforming studios and deploy targeted coaching and action plans.
● Ensure brand-consistent merchandising execution at the studio level, including planogram compliance, product presentation, and inventory guidance.
Integration with Operations Directors
● Partner closely with Ops Directors to incorporate skincare and innovation priorities into regional business plans
● Align performance goals, accountability, and coaching strategies across markets.
● Support Ops Directors in driving execution through business reviews, action planning, virtual training, on-site regional training, and field engagement.
● Ensure consistent communication and alignment with the Elements Brand team.
Cross-Functional Leadership
● Collaborate with Marketing, Training, Technology, Finance, WAVE, and other cross-functional teams to support successful service launches and ongoing initiatives.
● Ensure alignment on brand standards, guest experience, and service protocols.
● Support national promotions and campaigns tied to skincare and innovation
Franchisee Support & Enablement
● Act as a trusted partner to franchisees, driving adoption and sustained performance
● Lead bootcamps, training, and business reviews focused on skincare and innovation growth; partner with Ops Directors to reinforce accountability and performance tracking.
● Develop tools and resources that simplify execution at the studio level
Success Metrics (Key Performance Indicators)
● Systemwide skincare revenue growth and penetration
● Adoption rate of skincare services and innovation across studios
● Growth in revenue, average ticket, and retail sales
● Pilot success rate and speed to scale for new services
● Improvement in service provider utilization related to skincare and innovation offerings
● Franchisee engagement and execution consistency across the system
Other duties and projects as assigned by supervisor and department heads.
Essential Skills, Experience, and Qualifications:
EDUCATION/EXPERIENCE:
● Bachelors degree in business or related field preferred
● Experience in the skincare, esthetics, or broader beauty and wellness industry a plus
● At least seven years successfully supporting franchisees, working in a franchised business, or in a field operations role; multi-unit management experience preferred
● Retail strategy experience a plus
● Familiarity with Elements Massage and the health and wellness industry a plus
CORE COMPETENCIES:
The candidate must be an experienced and proven franchise operations consultant who possesses:
● Demonstrated superior leadership skills with a proven track record of coaching, collaboration, and mentoring.
● Personable and able to communicate with all studio team members, from owners and managers to massage therapists and front desk associates.
● Experience supporting franchisees with a genuine passion for coaching for results.
● Excellent planning and time management skills; strong organizational skills, and can effectively prioritize needs and shift focus to meet the changing demands of the role.
● Solid business acumen with excellent analytical and financial skills. Ability to analyze different metrics and provide coaching to the Owners.
● Strong written, verbal, and executive presentation skills, with the ability to create and deliver training materials, presentation slide decks, facilitator guides, job aids, and other learning resources.
● Proven ability to translate strategic initiatives into engaging learning experiences that drive adoption, operational excellence, and business performance across multiple audiences.
● Strong influencing skills with the ability to motivate a Franchise Owner into action.
● Ability to positively influence and lead the implementation of key initiatives under tight deadlines.
● High attention to detail; ability to improve operational effectiveness.
● Ability to assess the effectiveness of operations, programs, and staffing while respecting core enterprise values.
● Ability to remain flexible in a constantly changing environment.
● Remain confident and calm under stress, tight timelines, and pressure to get results.
● Computer proficiency, including but not limited to Microsoft Office (Excel, PowerPoint, Word, and Outlook), with the ability to create, format, and maintain professional documents, presentations, slide decks, and reports; analyze and interpret data to support business decisions, as well as quickly learn, adapt to, and effectively utilize new software platforms and operational systems with minimal direction.
● Willingness to travel frequently (up to 50%) and ensure high visibility and accessibility to franchise locations as needed.
● Valid drivers license and must be insurable on rental vehicles
● Extensive travel by car and air, as well as weekend work
● Personal credit card for use while traveling (expense reports are submitted and reimbursed weekly)
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 these 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. We believe that a diverse mix of talented people sparks creativity, fosters innovation, and drives results, and a broad understanding of diversity in all ways. All five brands offer unique franchise opportunities for entrepreneurs from all walks of life and various investment levels, with a new focus on recurring revenue models. For more information about WellBiz Brands and its franchise opportunities, visit WellBizBrands.com.
This position will remain open until filled.
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