Jessica Carter has stepped into the role of Director of Spa & Wellness at the iconic Fontainebleau Miami Beach, assuming the position in January 2026. Based in Miami Beach, she will lead the strategic and operational direction of spa and wellness offerings at one of the world’s most renowned luxury hospitality destinations.
Carter brings extensive luxury spa, wellness, and brand leadership experience, with a career spanning resort operations, spa transformation, wellness innovation, and entrepreneurial success. Prior to joining Fontainebleau Miami Beach, she served as Director of Spa at Loews Miami Beach, working with Arch Amenities Group, where she led daily operations of a 16-treatment-room luxury spa, salon, and fitness center within a 790-key hotel. Her tenure was marked by significant commercial and brand impact, including service rebranding, retail transformation, integration of touchless wellness technology, and med-spa partnerships. These initiatives contributed to a 36% increase in average service revenue per guest, a 242% rise in average retail pricing, and a 30% improvement in guest satisfaction, alongside a substantial increase in online reviews.
Before this, Carter held the role of Director of Spa at Amara Resort and Spa in Sedona, where she spearheaded a full-scale spa transformation. Her leadership delivered 35%+ growth in monthly revenue, elevated the property’s Net Promoter Score to 100, and strengthened team culture during a challenging labor market through targeted recruitment and training initiatives.
Earlier in her career, Carter founded and scaled Zen Mama, a highly regarded prenatal massage and wellness brand in Los Angeles. Over a decade, she built a loyal, high-end clientele, introduced specialized wellness offerings, and achieved national media exposure through outlets including LifeTime, MTV, and ABC. Her background also includes hands-on luxury spa experience as a Licensed Massage Therapist at Terranea Resort, as well as an early career in sales and marketing with Bravo Media, providing her with a strong foundation in brand strategy and client engagement.
Jessica Carter’s appointment reflects Fontainebleau Miami Beach’s continued focus on elevating wellness experiences through innovative leadership, commercial excellence, and guest-centric design.
People on the Move is an initiative by Tourism Insights, a SECP-registered tourism think tank and hospitality media platform, spotlighting leadership appointments and career milestones across the global hospitality and tourism industry.
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