Director, Customer Insights

About European Wax Center

European Wax Center®, a leading beauty lifestyle brand franchise founded in 2004 by the Coba brothers, offers guests a full suite of waxing services, as well as a proprietary line of beauty products in the skincare, body, and brow categories. EWC provides guests with a modern environment for a comfortable and luxurious experiences, which is focused on EWC’s vision of Revealing Beautiful Skin®, through exceptional services by professionally trained waxing experts. In late 2018, European Wax Center entered into a strategic partnership with General Atlantic, a leading global growth equity firm. Shortly after the acquisition, EWC appointed a new CEO, David Berg to fuel its next phase of growth and expansion.

So confident in the experience, EWC offers first-time guests a free wax on some of its most popular services. EWC prides itself on its unique franchise business model, and its network of more than 700 centers across the U.S.

For more information about EWC or to inquire about a franchise, visit: http://www.waxcenter.com

About the Role

The Director of Guest Insight will build the data-driven foundation for customer experience programming decisions across the EWC guest journey and is responsible for data analysis and interpretation of the guest experience from consideration to: conversion, retention and loyalty across all channels including: digital marketing attribution, web & app testing/optimization, in-center testing, product development and promotion insights. The Director of Guest Insight will create and lead the development of a CRM program to enrich customer communications and drive incremental business. The role will partner closely with Director, Customer Experience to design the loyalty program and to inform email, SMS and onsite program decisions. The Director, Guest Insight will establish and administer the cross-channel attribution strategy to ensure deliver of KPIs for internal and external partners.

A Day in the Life

• Lead insight function for marketing organization to support decision making and hold accountable internal and 3rd party vendors including brand, advertising, and customer service

• Direct design and implementation of the CRM Program and Guest Insights portfolio at EWC to leverage cross-platform data for user mapping and segmentation

• Drive constant optimization of the digital guest experience: own web analytics and insights to inform development of enhanced digital properties; lead and develop the site optimization practice including AB testing, user testing and relevant customer research

• Develop customer-centered marketing data dashboards and reports for communication to senior leadership, franchisees and internal/external partners

• Clearly and concisely present findings to executive level stakeholders in both formal and in-formal settings and identify risks and opportunities for future analysis

What Sets You Apart

• Track record of success in leadership role within CRM Program, Web Analytics and/or other Insight-Driven capacity

• Strong business acumen. Ability to align development objectives with the overall business strategy of the organization.

• Deeply analytical, naturally curious and eager to learn “why”

• Strong comfort level advising leadership and communicating complex information concisely for variety of audiences

• Technical acumen and ability to communicate business requirements with internal and external data and analytics partners accurately

• Deep understanding of and experience in application of digital marketing and media attribution methodologies

• Combination of customer-centric experience in physical retail/hospitality or restaurant combined with strong web/digital analytics background

• Web optimization experience in AB testing and User Testing

• A non-political team player that can quickly establish him/herself as a valued member of the EWC team. Collaborates well across all areas of the organization.

• Authentic individual with impeccable integrity whose personal and professional values are consistent with EWC’s mission, vision and values.

Education and Experience

• 4-year Degree, preferably in a quantitative or technical subject such as in Marketing, Finance, Economics, Mathematics, or Computer Science

• 8+ years of CRM, web and customer analytics and/or customer insight marketing required

• Experience in Google Analytics 360 required

• Experience in CRM database in Retail, Hospitality or Restaurant required

• Experience with multivariate and A/B test design and execution required

• Experience with data visualization tools like Tableau, Data Studio or similar required

• Experience with Salesforce Marketing cloud is a plus

• Experience with Zenoti POS a plus

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.