Aimee Schmalzle has been appointed to the newly created position of vice president of marketing for Spafinder Wellness.

According to the company, Schmalzle will lead strategies to “further accelerate the company’s worldwide growth and execute new digital products and programmes,” including a redesigned Spafinder Wellness 365 online presence as well as new mobile and customer loyalty initiatives.

Prior to her appointment, Schmalzle was vice president of ecommerce and digital at Bliss, where she was responsible for the management of both blissworld.com and timetospa.com. Schmalzle was also tasked with leading web development, store management, merchandising and traditional, digital, direct and loyalty marketing programmes for Bliss.

Spafinder Wellness COO John Bevan said Schmalzle’s background in the industry makes her the ideal person to lead the expansion of the company’s global digital offerings.

Schmalzle said she is excited to bring her experience to Spafinder. “It’s a significant time in the company’s history as we embark on the path of integrating wellness and digital innovation,” she said.