Director, Guest Acquisition

About the Role

The Director of Guest Acquisition will be responsible for driving profitable new guest growth through paid media strategies and execution. This leader will oversee the in-house media planning and buying team, developing and executing omnichannel acquisition strategies that meet both national brand objectives and local market needs. 

A Day in the Life

• Develop sophisticated paid search and social strategies across acquisition and retention.
• Maintain accountability for performance of evergreen and seasonal campaigns, continually optimizing the buys in order to meet weekly targets.
• Embody the team’s test & learn culture by establishing an iterative quarterly roadmap, striving to utilize 20-30% of the media budget for tests and experiments.
• Partner with developers to implement offline conversion tracking and pixel-based optimization across each platform.
• Lead their team of buyers to optimize across - not just within - media channels, unifying the media planning and buying discipline instead of operating in channel-specific silos.
• Collaborate with other members of the marketing team to strategize across paid, affiliate, referral, and any other relevant channels.
• Present data and insights to the executive leadership team in an easy-to-understand way, collaborating with enterprise data analysts on inputs and outputs for visualization.
• Remain nimble as the industry landscape consistently changes (e.g. adapting to privacy safe environments, cookie deprecation, changing targeting capabilities).
• Partner with VP of Marketing on the creative roadmap: 
  1. Ensure that best practices are met for each platform and 
  2. Provide direction on cadence of creative updates specific to different roles of media: low-, mid-, upper-funnel.
  3. Remain well versed in native creative capabilities across platforms e.g. TikTok One, Gemini, Meta Advantage  
• Lead the in-house paid media planning and buying team, fostering a culture of performance, collaboration, and continuous learning.
• Perform other duties as needed.

What Sets You Apart

• Demonstrated experience with owned and earned - not just paid - media channels.
• Proven ability to iterate rapidly within the changing media landscape.
• Ability to thrive in dynamic environments with competing priorities and diverse stakeholders.
• Proficient in Microsoft Office Suite – Word, Excel, PowerPoint, Outlook.
• Ability to learn quickly and easily adapt to a dynamic environment.
• Strong leadership and team management skills with experience developing high-performing teams
• 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 Marketing, Communications, Business, or related field.
• 5 years managing a team of media professionals.
• 10 years of overall online advertising experience.
• Hands on keyboard experience in Google Ads, Meta Ads Manager, and Google Analytics 4 required.
• Experience working on an in-house marketing team required.
• Experience in franchise/distributed workforce environments is a plus.
• Experience working in other paid media channels (programmatic, DOOH, retail media, etc) is a plus.

*This role is not eligible for 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.