Vice President, Concept Development

Position:Vice President, Concept Development

Location: Beverly Hills, CA

Job :251

# of Openings:1

The NOW Massage is redefining self-care through elevated massage experiences designed to help guests disconnect from the outside world and reconnect with themselves. As we expand beyond massage, we are seeking an entrepreneurial executive to build and lead our Facial Services business from concept through national rollout, and ongoing growth and support.

The Vice President, Facial Services & New Service Development will lead the strategy, development, pilot, and systemwide implementation of Facial Services across The NOW Massage franchise network. This executive will own every aspect of the new business, from service innovation and skincare partnerships to retail strategy, marketing, operations, and franchise rollout. Working cross-functionally with Operations, Marketing, Technology, Design, Learning & Development, and Franchise Support, this leader will build a scalable business designed to drive guest loyalty, increase revenue, and strengthen The NOW brand.

• Develop the long-term vision and growth strategy for Facial Services.
• Lead guest research, pilot planning, and national roll out
• Identify and oversee the test of future service and revenue opportunities.

• Create and continually evolve the facial service menu, pricing strategy, enhancements, and membership integration.
• Ensure the guest experience reflects The NOW brand while delivering measurable results.

• Build strategic relationships with leading skincare brands.
• Develop a best-in-class retail program, including assortment, merchandising, education, and sales strategy.

• Partner with Marketing to develop launch campaigns, member adoption strategies, brand positioning, and guest education.
• Leverage technology, including AI-powered skin analysis, to personalize the guest experience and drive retail sales.

• Work with operations and training to develop scalable operating standards, training programs, and implementation playbooks.
• Lead pilot execution and prepare the concept for successful franchise-wide rollout.

• Build and lead a high-performing cross-functional team and external franchise partner network.
• Collaborate closely with leadership to ensure successful execution across all phases of development.

• 10+ years of leadership experience in skincare, beauty, wellness, hospitality, or a related consumer brand.
• Proven success launching new services, concepts, or business lines.
• Experience in professional skincare, retail merchandising, and brand partnerships.
• Strong understanding of marketing, operations, and multi-unit business models.
• Entrepreneurial mindset with the ability to build from concept to scale.
• Franchise experience is a plus.

• Successfully launch and optimize pilot locations.
• Develop a scalable operating model for franchise expansion.
• Secure strategic skincare partnerships and a high-performing retail program.
• Achieve guest adoption, retail, and financial performance targets.
• Deliver a franchise-ready model for national rollout.

Salary Range - 150k-225k depending on experience plus discretionary bonus.

Benefit package includes medical, dental, vision, Life/AD&D, 401K with company match, paid time off, and holidays

The Company is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status