Schuetz Returns to the Massage Franchisor Amid Growth
Massage Heights, a leading massage and facial franchise, appointed Ashley Schuetz Chief Marketing Officer (CMO). As CMO, she will oversee the brand’s marketing initiatives. Schuetz previously worked with Massage Heights from 2012 to 2020 in several marketing roles.
“I am looking forward to working with a great team and being a part of the growth within the brand for all the important stakeholders: our members and guests, employees, franchisees and prospective candidates,” Schuetz said. To stay ahead of the curve, Massage Heights will continue to put people first and stay innovative by focusing on providing a great guest experience, she added.
Schuetz was initially attracted to Massage Heights when the brand announced its partnership with a national charity that was near to her heart. She came back to Massage Heights this time for the opportunity to partner with CEO and president Susan Boresow. When the current leadership team called her about the role, Schuetz knew it was a great fit.
Boresow believes Schuetz’s background prepared her for this position. “As someone who has spent the majority of my career in franchising and many marketing roles, I’m a firm believer that some of the best brand leaders sit in the marketing seats. That’s because they have a deep understanding and appreciation of the customer journey. That is Ashley to a tee.”
Schuetz and Franchising
Schuetz got her start in franchising over a decade ago when an online job board “auto-qualified” her for an open role. She had never heard of the brand before and wasn’t sure what franchising was all about, but quickly understood why so many people spend their entire careers in the industry. In addition to Massage Heights, she has also served as vice president of marketing for BlueSprig and director of marketing of The Gents Place.
Schuetz’s favorite part of franchising is the community aspect. In her view, networking at conferences goes beyond the structured learning opportunities because there are groups of incredible leaders who are willing to share best practices. The franchise industry is full of great people who want to see others succeed, she said.
Improving Marketing Initiatives
In Schuetz’s view, franchisors can improve their marketing initiatives and increase engagement by focusing on franchisees. “National marketing and awareness campaigns are an important layer, but the regional and local execution of the campaigns, creative and resources we provide are what drive local growth and market share.”
A piece of advice that Schuetz offers prospective candidates is to find a brand that means something to them. She believes that franchising is an incredible resource for entrepreneurs since it comes with years of best practices and teams to help support them.