Green Joined the Massage and Wellness Franchise in 2023
Massage Heights, a massage and wellness concept, has promoted Julie Green to vice president of marketing. She joined the massage franchise in 2023 as director of marketing and continues to leverage her 15 years of franchise marketing experience to strengthen the brand’s presence and drive customer engagement.
“I am absolutely thrilled to step into this new role and grateful to be a part of a brand that fosters internal growth opportunities for its employees. I joined Massage Heights with a shared vision to elevate both the franchisee and customer experience. Through strategic campaigns, innovation and partnerships, we’ve driven significant growth, and I am eager to propel the brand mission to even greater heights,” Green said.
Green uses digital marketing strategies to reach new audiences and personalize guest experiences through data-driven insights. “Actively researching and integrating the latest wellness trends and technologies ensures that our services stand out as key differentiators in the market and helps us to maintain our position as a leader in the wellness space.”
Green added that she loves working with the massage franchise’s experienced leadership team. “I truly believe that when people invest in a brand, they’re also investing in the people behind it, and our leadership team has some of the best people I’ve ever met.”
Shane Evans, co-founder and CEO of Massage Heights, said Green’s expertise and tenacity will be a fundamental driver of the brand’s growth. “Her proven track record in spearheading strategic marketing initiatives and commitment to innovation align perfectly with our mission to continuously elevate the brand, especially in this exciting next phase of growth,” Evans said.
Happy Accident
Green said she didn’t intentionally plan a career in franchising, but it ended up being one of the happiest accidents when she joined Mosquito Joe in 2012. “What I love most about the industry is getting a front-row seat to watch people fulfill their dreams. As cliché as it may sound, that is what motivates me every day. These franchisees have invested their money, time and energy into a business,” Green said. “From ‘meet the team day’ to watching these entrepreneurs walk on stage at our conference to accept an award, getting to be a small part of their journey is incredibly rewarding.”
Storytelling is an important part of her work, she added. “At its core, that’s exactly what marketing is; whether it’s a brand, service or a franchise opportunity, you must find a way to craft a compelling story that tells the consumer ‘why.’”
Key Aspects of a Marketing Campaign
Green said a great franchise marketing campaign starts with understanding the needs, preferences and behaviors of the target audience. This helps franchisors create personalized and compelling messages that resonate, she said. “Consistency in branding and messaging across all touchpoints are crucial, ensuring that your audience receives a cohesive and recognizable brand experience. To take their marketing to the next level, franchisors should focus on several key areas,” Green said. “First, investing in data-driven marketing strategies provides valuable insights into customer behaviors and campaign performance, allowing for more informed decision-making and optimization. Embracing new technologies and trends, such as AI and machine learning, enhances targeting and personalization efforts.”
She said another important focus in a successful marketing campaign is creating engaging and high-quality content that adds value for the audience. “Find the stories within your brand – whether that be customer success stories, franchisee achievements or community involvement – and use those to build a strong online presence through social media and search engine optimization.”
Fostering a collaborative relationship with franchisees is key because “providing them with the tools, training and support they need to execute local marketing efforts effectively can amplify the overall impact of the campaign,” Green said.
Outside of work, Green enjoys spending time on the North Carolina coast and cheering on her sons while they play sports. She also is a self-proclaimed bookworm who has read more than 60 books in 2024.
About Massage Heights
Massage Heights is a membership-based therapeutic massage concept that focuses on providing an upscale environment focused on convenience and customer service. Since its inception in 2004, Massage Heights has expanded to more than 115 locations across North America.
