Marketing Director

About Us

SugaringNYC is one of the fastest-growing beauty franchises in the U.S., with 140 locations nationwide.

Our business model includes three core revenue streams:

• Franchise royalties
• Corporate-owned salons
• Proprietary product line (sugaring paste, scrubs, retail beauty products)

We are entering a new phase of expansion and building a high-performing HQ marketing function to strengthen brand presence, support franchise growth, and increase profitability across all channels.

Why This Role Matters

This is not a “run ads and manage social media” position.

We are looking for a Marketing Director who can:

• Build a national-level marketing system
• Improve unit economics across 140 franchise partners
• Scale corporate-owned salons as the brand’s showcase
• Increase sales of our proprietary product line
• Create predictable, measurable marketing that elevates company valuation
• Найти проблемные зоны в маркетинговом департаменте и
• Identify gaps and challenges in current marketing and advertising efforts and develop effective solutions

What You’ll Get

✅ Director-level ownership of the company’s entire marketing strategy

✅ Ability to design and lead marketing systems across 140 locations

✅ Clear upward path toward VP of Marketing / CMO

✅ PTO, employee discounts, professional development support, and more

Non-Negotiables (We Cannot Review Applications Without):

❗ 4–7 years of proven marketing experience

❗ Background in beauty, retail, franchise, or multi-location businesses strongly preferred

❗ Solid understanding of acquisition funnels, retention, and store-level marketing

❗ Experience managing agencies, contractors, and multiple simultaneous projects

❗ Ability to balance creative thinking with performance-driven KPIs

❗ Comfort working in a fast-paced, high-growth environment

Core Responsibilities (Director Level)

1. Strategic Leadership

• Build and own the national marketing strategy
• Define quarterly and annual marketing priorities
• Strengthen brand positioning and messaging across 140 locations

2. Franchise Growth & Support

• Develop marketing playbooks, SOPs, and toolkits for franchise partners
• Coach franchisees on local promotions, events, and retention strategies
• Improve unit economics through targeted marketing initiatives

3. Digital & Performance Marketing

• Oversee the entire digital ecosystem: paid ads, social media, email, SEO
• Manage agencies and internal specialists (paid ads, design, content)
• Optimize CAC, ROAS, retention rates, and total revenue impact

4. Product & Retail Marketing

• Collaborate with the Product/Supply team to grow sales of sugaring paste and retail beauty items
• Launch campaigns for new products
• Monitor sell-through and forecast demand across the network

5. Analytics & Revenue Impact

• Build a company-wide marketing dashboard with clear KPIs
• Analyze performance across franchise segments
• Deliver weekly reporting to leadership: insights, results, next steps

6. Industry Awareness & Category Expansion

• Lead nationwide initiatives to expand consumer awareness of the sugaring / sugar waxing category in the U.S.
• Develop and execute large-scale PR campaigns aimed at elevating the category
• Create educational content and media narratives that clearly communicate the benefits and value of sugaring
• Build and manage a high-impact influencer program, partnering with creators, industry voices, and relevant celebrities
• Develop strategic partnerships with media outlets, beauty platforms, and communities
• Launch events, activations, and national challenges to drive buzz and accelerate category-level awareness

How Success Will Be Measured

Growth in franchise revenue and profitability

Improved unit economics of corporate-owned salons

Increase in product/supply sales across the network

Strong, consistent national brand presence

High ROI across digital and offline marketing

Franchisee adoption of your marketing systems and playbooks

Job Type: Full-time (in-office)

Benefits:

• PTO
• Employee discounts
• Professional development support
• Covered business travel
• Path to VP of Marketing / CMO