As Chief Revenue Officer, She Will Drive Sales-Focused Strategies
Sherrill Kaplan has been tapped as the first-ever chief revenue officer for Hand & Stone Massage and Facial Spa. Using her extensive experience driving revenue growth and propelling digital transformation across multiple industries, Kaplan will implement sales-focused strategies as well as take charge of the franchise’s brand and customer experience.
Because the beauty and spa industry is fragmented, Kaplan says Hand & Stone has a great opportunity to dominate the market by launching initiatives that combine digital, marketing and customer experiences. “I have a deep understanding of what today’s customer is looking for in the health and wellness space,” she says. “I’m eager to apply that knowledge to Hand & Stone and accelerate its expansion. I look forward to working together with a talented team to achieve new milestones.”
Kaplan sees a strong demand for businesses that promote self-care, something she prioritizes in her own goal of achieving a balanced, healthy life. “Massages and facials have been categorized as premium, luxury services for a long time, but Hand & Stone is flipping that notion on its head and promoting these services as part of an ongoing self-care ritual and wellness practice,” she says.
Making an Impact
Kaplan’s franchise career has been personally rewarding, she says, and at Hand & Stone, she’s pleased to be working “alongside a dedicated team and have that shared goal of creating value for our franchisees.” She’ll tap her years of franchising experience, which began in 2011 with Dunkin’ Brands. During her time with the international franchisor, Kaplan led the rollout of the Dunkin’ mobile app and DD Perks loyalty program. In her next position, at Planet Fitness, she served as chief digital officer.
CEO John Teza said Kaplan’s knowledge of digital marketing, loyalty programs and data-driven strategies will be instrumental for Hand & Stone’s growth. “With her innovative approach and proven track record, we’re confident she will drive meaningful growth and bring fresh perspectives to our team.”
Digital-First Strategy
One of Kaplan’s strengths is digital-first customer engagement strategies. To lay the groundwork for digital success, Kaplan says franchisors must examine their customer experience at the individual level. “This is something I’ve made a habit of doing in all my past work with franchise organizations… When you are developing a digital customer engagement strategy, understanding those high-impact touchpoints that affect the customer experience from start to finish can make all the difference.”
Kaplan also believes franchisors need to be introspective, asking themselves: What kind of decisions are being made? What considerations are being taken? What friction points are standing in the way of that customer coming through your door the first time? What keeps them from returning? The answers make it “easier to tailor a digital strategy that aligns with your brand and helps you identify opportunities while addressing areas of improvement.”
About Hand & Stone Massage and Facial Spa
Founded in 2004, Hand & Stone Massage and Facial Spa has a mission of delivering top-quality spa services professionally, affordably and conveniently. The franchise has grown to 600-plus units across 36 states and Canada.
