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Executive Vice President of Customer Growth and Loyalty

2 months ago

Plano, Texas, United States European Wax Center Full time
About the Role

The Executive Vice President of Customer Growth and Loyalty will be responsible for developing and executing strategies to attract new guests to our company and ensure their continued engagement and loyalty. As the leader of this critical function, you will sit on the Commercial Leadership Team, oversee the Local Marketing and CRM teams, and collaborate with other Marketing and cross-functional teams to drive guest acquisition and retention initiatives.

Key Responsibilities
  • Develop and implement guest engagement and retention strategies that align with the company's goals and targets, focusing on reducing churn and increasing guest lifetime value and including personalized experiences and rewards that build guest advocacy.
  • Analyze and translate guest behavior data into actionable insights and strategies that improve acquisition and retention rates.
  • Lead, develop, and mentor the teams responsible for guest acquisition and retention, ensuring a high level of motivation, performance, and collaboration; influence team members and agencies responsible for acquiring guests through media, partnerships, and PR.
  • Proactively identify and cultivate strategic partnerships, alliances, and collaborations that can drive leads, guest acquisition, and brand exposure.
  • Utilize customer data and insights to segment and personalize retention strategies, creating tailored approaches for different customer segments.
  • Establish key results reporting KPI criteria and continually optimize the business strategy based on test and control learnings.
  • Create and oversee execution of strategy that establishes effective communication channels with guests through targeted email marketing, surveys, feedback loops, and other tools to maintain engagement and gather insights.
  • Collaborate with other teams to improve guest satisfaction, resolve issues, and enhance the overall guest journey.
  • Identify opportunities for cross-selling and upselling to existing guests and work closely with the Operations and Commercial teams to capitalize on these opportunities.
  • Manage and optimize acquisition and retention budgets to achieve maximum ROI while monitoring and reporting on key performance metrics.
  • Stay up to date with multi-industry trends, competitive landscape, and best practices in guest acquisition and retention.
Requirements
  • Deep knowledge of various customer acquisition and retention channels, techniques, and tools, ranging from grassroots to emerging technology.
  • Ability to interact effectively with and influence executives, business leaders, and external stakeholders.
  • Strong analytical and strategic thinking skills with experience in analyzing guest behavior and market trends to develop hypotheses and strategies to drive key business results.
  • Strong business acumen. Ability to align objectives with the overall business strategy of the organization.
  • Demonstrated empathy for on-site operations and front-line employees.
  • Exceptional leadership and team management abilities.
  • Excellent communication and interpersonal skills. Ability to interact effectively with and influence executives and business leaders.
  • Results-driven with a focus on achieving targets and maximizing ROI.
  • Ability to adapt to a rapidly changing market environment.
  • High level of creativity and innovation in problem-solving and strategy development.
  • A non-political team player that can quickly establish themselves as a valued member of the EWC team. Collaborates well across all areas of the organization.
  • An authentic individual with impeccable integrity whose personal and professional values are consistent with EWC's mission, vision, and values.
Education and Experience
  • Bachelor's degree in Business or a related field; MBA strongly preferred.
  • 15+ years of a proven track record successfully leading broad marketing functions, ideally in franchise organizations.
  • Experience with customer relationship management (CRM) software and marketing.