Purpose Brands
Social Media Manager » Waxing the City
06/2026 - Present
Senior Digital Content Producer » Waxing the City
02/2024 – 06/2026
Social Media Content Producer » The Bar Method + Waxing the City + Basecamp Fitness
10/2021 – 02/2024
As Social Media Manager for Waxing the City, Taylor leads the strategy, planning, and execution of social content designed to strengthen brand awareness, engage audiences, and support business growth across a nationwide franchise network.
Her work spans organic social strategy, editorial planning, creative direction, copywriting, campaign development, community-focused content, and performance optimization. She partners cross-functionally to translate brand priorities, promotions, services, and cultural moments into content that feels relevant to both the national brand and local studios.
A key focus of her role is balancing brand consistency with local flexibility, developing scalable social programs and creative concepts that give franchise locations the tools to connect authentically with their communities while maintaining a cohesive Waxing the City voice.
Waxing the City is part of Purpose Brands, a global portfolio of wellness brands including Anytime Fitness, Orangetheory Fitness, The Bar Method, and Healthy Contributions.
Explore her work below to see how strategy, social-first creative, brand storytelling, and performance insights come together across campaigns and always-on content.
Organic Social Case Study 1: Platform-Specific Wins
Challenge
Waxing the City’s organic social engagement was plateauing. While our content was visually appealing, it wasn’t optimized for platform-specific behaviors, meaning posts weren’t reaching their full potential.
Strategy
Taylor developed a tailored content approach for each platform, ensuring that messaging, visuals, and engagement strategies were optimized to align with the unique strengths and audience behaviors of each channel.
📲 Instagram: Focused on Reels-first content with educational, behind-the-scenes, and relatable waxing moments
📲 TikTok: Shifted toward trend-driven content, leveraging viral sounds, ASMR waxing moments, and humorous takes on common hair removal myths
📲 Facebook: Prioritized community engagement, using interactive polls, client testimonials, and localized content
Results
✅ +45% increase in Instagram engagement within 90 days after prioritizing Reels
✅ TikTok followers grew by 30% after incorporating trending sounds and relatable content
✅ Facebook post reach grew by 20%, with engagement rates improving through interactive content
💡 Takeaway: Understanding platform nuances was key. A “one-size-fits-all” strategy doesn’t work—customizing content for each audience does.
Featured In YoYoFuMedia: “Instagram Reels Marketing for Hair Removal”
Taylor’s work for Waxing the City was featured in YoYoFuMedia’s industry article highlighting standout examples of social media strategy in the beauty and self-care space.
The piece spotlights how Waxing the City’s Instagram Reels approach effectively showcases transformation content, educates clients, and aligns with brand storytelling — positioning it as a best-practice example for others in the industry. Read the article. ➡️
Organic Social Case Study 2: Influencer Campaigns
Challenge
Waxing the City wanted to increase brand visibility among Gen Z and Millennials while reinforcing our position as the go-to destination for expert waxing. Traditional paid ads weren’t resonating as strongly as word-of-mouth recommendations.
Strategy
Taylor identified and partnered with micro-influencers (10k–50k followers) and nano-influencers (under 10k) who were already enthusiastic fans of professional waxing. Her approach included:
📲 UGC-style Reels & TikToks showcasing real waxing experiences
📲 A mix of before-and-after results, service reviews, and “first-time waxer” reactions
Results
✅ 1.2M+ total views across influencer content
✅ 20% increase in first-time bookings attributed to influencer referrals
✅ Influencer-led Instagram videos received 3x higher engagement than standard brand posts
💡 Takeaway: Authenticity wins. Micro-influencers with genuine enthusiasm drove more engagement than high-follower influencers.
Featured Blogs &
Email Copywriting
A Smooth Journey to “I Do”: Your Pre-Wedding Waxing Timeline
📍 My Role: Content strategy & writing
📈 Impact: Positioned as a go-to resource for bridal self-care
🔍 Highlight: A highly shareable, lead-generating piece for wedding season
Brazilian vs. Bikini Wax: How to Know Which One is Right for You
📍 My Role: Content review & brand voice refinement
📈 Impact: Increased organic search visibility for “Brazilian vs. bikini wax” keywords
🖋 Highlight: Maintained a conversational yet informative tone to ease customer hesitation about intimate waxing
The Complete Guide to Post-Wax Pampering
📍 My Role: Blog writing & SEO optimization
📈 Impact: Increased organic search traffic by 8%
🔍 Highlight: Educated consumers on long-term waxing benefits while maintaining a fun, engaging tone
1.14% CTR | SL: Fact or Fiction: Does waxing reduce hair growth?
48.7% Open Rate | SL: Club 🍊 Exclusive: Sneak Peek!
56% Open Rate | SL: So smooth you've got some to share?!
52.8% Open Rate / 9.34% CTR | SL: 🍊Club Orange Member Exclusive…
![51.1% Open Rate / 1.77% CTR | SL: 🗳️ [FirstName], we need your vote...](https://images.squarespace-cdn.com/content/v1/5fc06db4084698658e5bdfb6/ffbe8cf5-ab45-46bd-ab9b-f8e07c3ac3ee/Screenshot+2025-03-19+at+8.10.58%E2%80%AFPM.png)
51.1% Open Rate / 1.77% CTR | SL: 🗳️ [FirstName], we need your vote...
44.12% Open Rate | SL: 🍋 You voted, we "scent" the results!