Chief Commercial Officer
CHIEF COMMERCIAL OFFICER
European Wax Center
DALLAS, TEXAS
Consumer-focused executive helping brands turn behavioral insight, data, and frontline customer understanding into stronger experiences and sustainable growth.
Katie Mullen is Chief Commercial Officer at European Wax Center, where she leads customer experience, data strategy, and brand growth across more than 1,000 locations serving millions of guests each year.
She joined European Wax Center in 2025 after serving as Chief Commercial Officer at JCPenney, where she oversaw e-commerce strategy, omnichannel development, customer marketing, engagement, and analytics. Before that, she served as Chief Digital Officer at Neiman Marcus Group, where she led the neimanmarcus.com business and oversaw performance marketing, site merchandising, analytics, data science, promotions, and other digital growth functions.
Throughout her career, Katie has focused on understanding why consumers make the choices they do. She combines behavioral data, large-scale research, social science, and direct consumer observation to translate customer insight into stronger brand experiences and smarter business decisions.
Her leadership approach is grounded in accountability, advocacy, direct communication, and a people-first mindset. At European Wax Center, she brings those principles together with consumer insights, technology, and franchise collaboration to help modernize a deeply human service business without losing the trust and personal connection at the center of the guest experience.
ABOUT THE COMPANY
European Wax Center began as a family-owned business and has grown into one of the largest professional waxing service networks in the United States.
With more than 1,000 locations nationwide, European Wax Center provides a full range of professional waxing services while focusing on consistent guest experiences, specialist expertise, confidence, and personal care.
The company operates within a highly personal, human-to-human service category, giving it a unique view into changing consumer behavior, beauty and grooming trends, guest sentiment, and evolving definitions of confidence.
European Wax Center uses first-party data, large-scale research, social listening, review analysis, and emerging technologies to better understand its guests and improve the experience delivered across its network. The brand has also been evolving through its “Smooth, Done Right” transformation, using consumer-led insights, inclusive positioning, and franchisee collaboration to modernize the brand and guest experience.
COMPANY HIGHLIGHTS
You have spent much of your career studying consumer behavior. What do companies still misunderstand about why customers make the choices they do?
How do you combine behavioral data, large-scale research, and direct consumer observation to make better business decisions?
What does it take to modernize an established brand without losing the trust of the customers who already love it?
European Wax Center operates in a deeply human, in-person service business. Where do you believe technology genuinely improves that experience, and where should it stay out of the way?
Your leadership style emphasizes accountability, advocacy, and direct communication. How do those principles shape the way you lead teams through difficult decisions and transformation?
How can brands build more inclusive customer experiences while still maintaining consistency across employees, franchise partners, and a large national footprint?
Social science + data + direct consumer observation, translated into decisions.
Katie Mullen brings a unique combination of consumer psychology, data strategy, brand leadership, and executive experience. She offers practical insights on how brands can better understand customer behavior, modernize without losing trust, use technology thoughtfully, and create stronger human-centered experiences at scale.
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