Alexandra Turby
Tampa Bay Area,FL
Summary
Forward-thinking passionate Director of Operations leader with 15+ years of professional experience in the health, wellness, and beauty industry. I thrive where process and operations meet creative ideas and innovation. I solve problems, drive business results, and know that relationships make it all work and that people are the foundation of any organizations success. Heart exists at the center of all my business strategies (the goal is always to protect the bottom line and grow revenue), while integrity and honesty ground and align all execution, allowing me to push boundaries and create change. I lead calmly through uncertainty, change and growth, while always putting my team and customers first. I have a track record for success and a love for people and cultures!
Overview
15
15
years of professional experience
Work History
National Multi-Unit Director of Operations
Wellbiz Brands, Inc.
07.2023 - Current
- Responsible for the operational support and professional business guidance for over 230 units across 5 brands (Amazing Lash Studio, Elements Massage, Drybar, Radiant Waxing, and Fitness Together).
- Hold Franchise Owners accountable for defined KPIs, goals, and business plans, drive engagement, and conduct business reviews on a regular cadence.
- Lead Regional Franchisee Meetings to discuss the state of the brand, regional priorities, best practices, alignment of the market, and increase engagement.
- Collaborate alongside multiple departments within Wellbiz Brands, Inc. to achieve targets (marketing, legal, NSO, People Team, finance, etc.)
- Implementation of key initiatives across all 5 brands.
- Perform regular site visits and maintain regular interactions with owners
- Help create, streamline, and develop SOPs that work across the WBB portfolio.
- Conduct regular reviews of financial data to identify areas for improvement in each unit.
- Current Committees: 2024 Franchisee Summit, Leadership Academy, and Elements Skincare.
Director of Operations
Tejvi Holdings Franchise Group
05.2021 - 06.2023
- Experience working with multiple brands including: Amazing Lash Studio | Hand and Stone Massage & Facial Spa | Dry Bar| ViO Med Spa
- Executed and organized all sales and operations across various franchise businesses in multiple states, managing a team of 10 direct reports (including remote) comprised of Regional, Area and Store Managers
- Boosted franchise revenue by 50.82% YoY by implementing successful business strategies and enforcing key KPIs
- Analyzed data and market trends to establish operational guidelines and identified opportunities for improvement, resulting in reduced costs, increase profitability by 18% YoY
- Developed a training plan for esthetic specific business growth, resulting in 31% increase in service and product sales and a $27.59 increase in avg. ticket QoQ (Q4 2022- Q1 2023)
- Improved Culture: created new hire program, store incentives, transparency, accountability to improve employee retention by 40%
- Trained, coached, and developed leadership creating a cohesive leadership structure and strong bench for future leadership growth
- Partnered with teams across all functions (marketing, HR, accounting, key stakeholders) to improve operating efficiency
- Managed relationships with all external vendors, partners, brand representatives
- Standardized and optimized scheduling, managing labor costs by leveraging a self-created tool with leadership team to reduce FOH and BOH payroll by 36%
- Implemented successful CRM and sales strategies to increase Lead to Prospect conversion by 20%, and member conversion by 15%
Area Manager
Echo Unlimited Inc. Hand & Stone Spa
08.2014 - 05.2021
- Led continual business success of new franchise business, managing 5 direct reports and over 70+ team members
- Saw continuous YoY positive comps (2017: 33.4%, 2018: 21.7%, 2019: 13.8%)
- Grew customer membership base 1200+ per spa by spearheading successful customer relations strategies, prioritizing customer experiences to maximize repeat business and increase membership base
- #1 PA/DE for Active Membership Base (97%)
- Developed and implemented successful Black Friday Gift Card strategy (first year 425% comp)
- Managed territory effectively, monitoring team performance and KPIs to address deficiencies and provided coaching, training and mentoring to improve
- Built a strong, resilient team by identifying and onboarding highly qualified candidates for key front-line and senior management positions by developing leaders
- Improved district operations by creating and revamping operations manuals, training programs, and job descriptions
- Cultivated business culture built on trust, empowerment, and personal accountability
- Executed all HR functions including payroll management and execution
Store Manager
Ulta Cosmetics
03.2012 - 08.2014
- Increased YoY sales by overseeing successful promotional strategies, in-store events, and operations for Prestige (Luxury) Cosmetics
- Assisted general manager with all aspects of running $8 Million store to achieve #1 sales in district (2013/2014)
- Drove customer satisfaction through NPS and company loyalty program, increasing NPS score by 15%
- Selected to aid in the development of declining doors
- Oversaw daily operations of store, including inventory and supply restocking, cash-handling and assisting customers
- Led by example to inspire team members through high-quality performance, collaboration, and teamwork
- Planned and managed in-store events collaborating with cosmetic vendors
- Managed inventory effectively, completing regular cycle counts and maintaining loss prevention strategies, maintaining lowest ranking shrink in district
English as a Second Language Teacher
Maltzi Language Institution
Athens, Greece
08.2009 - 12.2011
- Managed ELS Department, oversaw 3 teachers and over 120 students
- Key Results: 90% pass rate of certificate exams
- Implemented new curriculum and execution of student involvement programs
Education
Bachelor of Arts - Public Relations And Organizational Communication
Washington State University
Pullman, WACELTA Certificate in Teaching - English To Speakers of Other Languages
University of Cambridge
Skills
- Multi-unit Franchise Operations
- Leadership and People Development
- Luxury Spa, Wellness, and Beauty Industry Focus
- Strategic Planning and Execution
- Drive for Data and Actionable Metrics
- Communicator
- Innovative and Visionary
- People Operations
- P&L Responsibility
- Process Optimization Improvement
- Business Growth and Marketing Strategies
- Customer Relationship Management
- Change and Growth Management
- Cross-Functional Collaboration
References
References Available Upon Request
Timeline
National Multi-Unit Director of Operations
Wellbiz Brands, Inc.
07.2023 - Current
Director of Operations
Tejvi Holdings Franchise Group
05.2021 - 06.2023
Area Manager
Echo Unlimited Inc. Hand & Stone Spa
08.2014 - 05.2021
Store Manager
Ulta Cosmetics
03.2012 - 08.2014
English as a Second Language Teacher
Maltzi Language Institution
08.2009 - 12.2011
Bachelor of Arts - Public Relations And Organizational Communication
Washington State University
CELTA Certificate in Teaching - English To Speakers of Other Languages
University of Cambridge
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