Massage Envy hires Kathy Collins as chief marketing officer

Kathy Collins has joined Massage Envy as the chain’s chief marketing officer.

She replaces Debbie Gonzalez, who previously served as Massage Envy’s chief brand officer.

Before joining Massage Envy, Collins served as chief marketing officer of H&R Block, a role she stepped down from in January of this year.

In her new role, she will be tasked with leading all consumer and employee brand marketing functions, including brand strategy, integrated marketing, public relations, field marketing, brand promotion, sports marketing, and learning and development.

“Kathy is a consumer marketing veteran, who will bring passion and expertise to our brand and business,” said Joe Magnacca, Massage Envy president and chief executive, in a statement. “She will play a vital role in shaping our strategy and positioning the brand to maximize our meaningful opportunities for growth.”

Collins added: "I am excited to be joining such a powerful, consumer-centric brand. The foundation is strong, and the opportunities in the wellness space are extensive. I’m energized by this incredible team.”

Last year, Massage Envy found itself in the midst of a brand crisis when an investigation by BuzzFeed found that more than 180 women had experienced sexual assault at Massage Envy locations across the country. According to BuzzFeed, many of these women “say their claims were mishandled or ignored by employees and owners of individual Massage Envy spas, and by the national company itself.”

In December, Magnacca responded to the investigation with a six-point plan to “drive additional, meaningful change” at the company. The plan includes updated background screening for all massage therapists on an annual basis, the formation of a Safety Advisory Council, and a partnership with anti-sexual violence organization RAINN.

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