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Senior Vice President of Guest Engagement and Loyalty

2 months ago

Plano, Texas, United States European Wax Center Full time
About The Position


The Senior Vice President of Guest Engagement and Loyalty will oversee the formulation and implementation of strategies aimed at attracting new patrons to our establishment while ensuring their ongoing involvement and commitment.

In this role, you will be a key member of the Commercial Leadership Team, directing the Local Marketing and Customer Relationship Management (CRM) teams, and working in tandem with various Marketing and cross-functional departments to propel guest acquisition and retention efforts.

Your responsibilities will include scrutinizing guest behavior, market dynamics, and the competitive landscape to devise data-informed strategies that enhance guest acquisition and optimize guest lifetime value.

Your capacity to think strategically, communicate clearly, lead a team, and influence colleagues will be essential for your success in this position.

A Day In The Role


Design and execute guest engagement and retention strategies that align with the organization's objectives, concentrating on minimizing churn and amplifying guest lifetime value, including personalized experiences and incentives that foster guest loyalty.

Transform guest behavior data into actionable insights and strategies that elevate acquisition and retention rates.

Lead, nurture, and mentor the teams accountable for guest acquisition and retention, ensuring high levels of motivation, performance, and collaboration; influence team members and agencies tasked with attracting guests through media, partnerships, and public relations.

Proactively identify and nurture strategic partnerships, alliances, and collaborations that can enhance lead generation, guest acquisition, and brand visibility.

Leverage customer data and insights to segment and personalize retention strategies, creating tailored approaches for diverse customer segments.

Establish key performance indicators (KPIs) and continually refine the business strategy based on testing and control learnings.

Develop and oversee the execution of strategies that create effective communication channels with guests through targeted email marketing, surveys, feedback mechanisms, and other tools to sustain engagement and gather insights.

Collaborate with other teams to enhance guest satisfaction, resolve issues, and improve the overall guest experience.

Identify opportunities for cross-selling and upselling to existing guests and work closely with the Operations and Commercial teams to leverage these opportunities.

Manage and optimize acquisition and retention budgets to achieve maximum return on investment (ROI) while monitoring and reporting on key performance metrics.

Stay informed about multi-industry trends, competitive landscape, and best practices in guest acquisition and retention.


What Distinguishes You

  • Extensive knowledge of various customer acquisition and retention channels, techniques, and tools, ranging from grassroots initiatives to cutting-edge technology.
  • Ability to effectively interact with and influence executives, business leaders, and external stakeholders.
  • Strong analytical and strategic thinking skills with experience in evaluating guest behavior and market trends to formulate hypotheses and strategies that drive significant business outcomes.
  • Robust business acumen with the ability to align objectives with the overarching business strategy of the organization.
  • Demonstrated empathy for on-site operations and front-line personnel.
  • Exceptional leadership and team management capabilities.
  • Excellent communication and interpersonal skills, with the ability to effectively engage and influence executives and business leaders.
  • Results-oriented with a focus on achieving objectives and maximizing ROI.
  • Adaptability to a rapidly evolving market environment.
  • High degree of creativity and innovation in problem-solving and strategy formulation.
  • A collaborative team player who can quickly establish themselves as a valued member of the organization, working well across all departments.
  • An authentic individual with unwavering integrity whose personal and professional values align with the mission, vision, and values of the organization.

Education and Experience

  • Bachelor's degree in Business or a related field; MBA is highly preferred.
  • 15+ years of a proven track record in successfully leading comprehensive marketing functions, ideally within franchise organizations.
  • Experience with customer relationship management (CRM) software and marketing strategies.