About the Role
The VP, Laser Hair Removal (LHR) is a marketing-heavy role that will own the P&L for our brand’s biggest growth vector, serving as the face of it to hundreds of franchisees, ensuring it’s a vehicle for profitable new guest acquisition and 4-wall sales/EBITDA growth, as well as playing a pivotal role in creating efficient and consistent LHR operations across the network in ways that complement our core business. In partnership with departments across the organization, this role will direct the development and execution of the LHR vision, strategy, plans, and processes that will drive sales, increase revenue, expand markets, and accomplish financial objectives.
A Day in the Life
- Lead roadmap development, strategic and long-range goals for the expansion of the LHR pilot (which launched in October 2023) based on analysis and studies of business conditions with consideration for franchisee interest, state-by-state regulations, and corporate decision-making criteria. Establish credibility as the internal LHR subject matter expert and provide guidance and perspective for cross-functional partners at EWC, as well as the franchisee network and outside partners; serve as the first point of contact.
- Develop budgets and forecasts, with inputs from all functional areas, to ensure fiscal responsibility and profitability.
- In partnership with all Marketing teams, own our laser guest acquisition and retention strategy and be the voice of LHR in establishing and maximizing tactics across paid and organic media, CRM, PR and creative, and local marketing to acquire new-to-brand LHR guests and increase share-of-wallet with existing guests.
- In partnership with our Operations and Business Development teams, support the roll out of LHR suites in existing and new centers.
- Partner with our Operations and Learning & Development teams to ensure SOPs and training best practices are in place and execution standards are met; influence the cadence of field visits and partner on all follow-up needs.
- Support Industry Relations by working with the Operations team that represents EWC in government affairs, recruiting, and generally making sure our brand is well-represented in appropriate spaces
- In partnership with our Digital Guest Experience Director, develop and execute a vision to ensure LHR is well-represented alongside our core waxing business on our web site and in our app by considering guest experience and working with external partners.
- In partnership with our Director of Guest Analytics & Stakeholder Insights, create a roadmap of questions we need to regularly answer about the composition and evolution of the LHR business, including maintaining a point of view on pricing and promotions; leverage data to inspire action, drive outcomes, and reinforce accountability for results.
- Partner with the above and Finance to maintain updated pro forma and own the communication of results and storytelling about the initiative internally and externally; analyze financial reports and key performance indicators to drive informed decision-making.
- In partnership with our Director of Guest Analytics & Stakeholder Insights, research and analyze the business environment, competitors, and guests to develop strategies for products, pricing, and business models including financial feasibility studies (partnering with Finance), and proposal development.
- Continuously monitor and evaluate results against KPIs to ensure growth and profitability and make/recommend adjustments, as necessary.
- Partner with our Legal team to ensure compliance with industry regulations.
- Become an expert on the LHR space, researching best practices and creating benchmarks.
- Build strong working relationships with internal and external stakeholders based on trust, transparency, and accountability.
- As the business grows, define the company-wide organizational structure and build a cross-functional team to continue leading the network rollout and expansion.
- Other responsibilities/duties as assigned.
What Sets You Apart
- Strategic thinker with an entrepreneurial spirit and a track record of successfully building new businesses within existing companies
- Ability to inspire and lead teams across functional areas, including marketing, operations, digital, and analytics
- Strong understanding of the personal care industry and appreciation for the dynamics and operations of individual locations providing hands-on services
- Fluency in marketing with an exceptional working knowledge of strategies and tactics for building brand awareness and converting new guests; CRM experience is a plus
- Understanding of laser hair removal or related cosmetic services is a plus
- Knowledge of the franchisor/franchisee model is a plus
- Demonstrated ability to successfully work in a dynamic work environment with competing interests and diverse stakeholders
- Ability to handle multiple projects simultaneously to meet deadlines, accelerate timelines, and improve everything that’s touched
- Can roll up sleeves and excel as an individual contributor, working cross-functionally (via influence) to drive fast growth and problem-solve creatively
- Excellent written, verbal, and quantitative communication skills with the ability to frame stories and results for the most senior leaders
- Ability to travel to our office and to our centers
Education and Experience
- Bachelor’s degree in Marketing, Business, or related field required; MBA preferred.
- At least 10 years of progressive leadership experience (6 years in marketing), ideally in consumer services.
- Experience in Franchise models.
*This job is not eligible for US visa sponsorship*
European Wax Center is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, disability status, protected veteran status, or any other characteristic protected by law.This job description is a general description of essential job functions. It is not intended to describe all duties someone in this position may perform. All employees of EWC and operating subsidiaries are expected to perform tasks as assigned by supervisory/management personnel, regardless of job title or routine job duties.
