Amy Burness

Results-driven operations and guest experience leader with a proven track record of driving significant revenue growth, building high-performing teams, and implementing scalable systems. Grew center annual sales from $974K to over $1.13M while improving key retention and conversion metrics year-over-year. Skilled in multi-unit operations strategy, KPI management, staff development, process optimization, and client experience excellence.

Equally effective at executing hands-on operations and stepping into strategic, training, or client success leadership roles.

Center Manager at European Wax Center (2018-10 – 2026-03)

• Drove center annual adjusted sales from $974K (2023) to $1.13M (2025), a 16%+ increase through strategic team coaching and operational improvements.
• Grew personal package revenue from $10.8K (2023) to $114.9K (2025), achieving over 100% year-over-year growth across multiple periods.
• Expanded packages sold from 22 (2023) to 292 (2025) while maintaining minimal refunds, demonstrating both volume growth and operational accuracy.
• Grew center package revenue from $379K to $568K over two years, improving per-ticket averages and overall sales efficiency.
• Increased center-level Wax Pass conversion from 5.7% (2023) to 10.24% (2025), directly improving membership adoption and recurring revenue.
• Raised center rebook rate from 58.78% (2023) to 71.15% (2025), strengthening client retention and long-term revenue predictability.
• Achieved personal Wax Pass conversion of 32.62% in 2025 (up from 20.69% in 2023) and personal rebook rate of 87.51%, setting a high-performance benchmark for the team.
• Recruited, interviewed, and trained GSAs and specialists, focusing on culture fit, skills development, and operational standards.
• Designed and launched “Wax Land,” a team engagement and incentive program that increased daily KPI participation and team motivation.
• Implemented sales frameworks, accountability scripts, and coaching structures that improved team performance across service, retail, and membership goals.
• Managed staffing, scheduling, and workflow optimization for high-volume operations, maintaining full coverage and service quality despite staffing gaps.
• Built internal pay-period tracking tools to monitor team progress toward service dollar, retail, and package goals, improving performance visibility and accountability.
• Developed standardized sales processes and GSA communication scripts to ensure consistent guest experience and performance benchmarks across all team members.
• Resolved guest escalations proactively, maintaining high client satisfaction in a fast-paced, high-volume service environment.
• Partnered with leadership to optimize scheduling, coverage models, and operational workflows aligned to business performance goals.