Troy Custer has been named Vice President of Marketing and Technology at LunchboxWax. For nearly six years, Custer served as the company’s creative director. He brings more than 30 years of experience in design, marketing, development, and technology.
“Troy has been instrumental in LunchboxWax’s growth, and we’re lucky to have him on our team and taking on even more responsibility as we position ourselves for accelerated growth,” said Debi Lane, CEO and founder.
“Working for a culture-first company like LunchboxWax has been inspiring,” said Custer, who credits the company founder, Debi Lane, for her forward-looking vision. “Our culture and core values drive performance by promoting independent thought and cooperative decision-making.”
“I’ve never worked in such a collaborative, creative, and nurturing environment,” he said. “My goal is to make sure that everyone understands what makes LunchboxWax such an extraordinary company, whether they are a guest, waxologist, franchise owner, or peer.”
Among Custer’s primary initiatives in his new role is the introduction of artificial intelligence into the guest booking experience and a cloud-based, video-driven, digital education platform for salon staff and owners, playfully dubbed, “LunchboxWaxU.”
“I love the LunchboxWax brand and sharing ‘Ms. Box’ with the world is truly a joy. Mine is a dream gig — with a superior product and unmatched customer experience, the road is clear to have an authentic dialogue with our guests. I’m in the right place with the right people, making something special,” Custer said.
Custer is a maker and inventor, award-winning filmmaker, and accomplished web designer and developer. A lifelong Idaho resident, Troy enjoys combining art and engineering to make innovative artwork in his Boise studio. He’s a chronic concert-goer and likes playing in the mountains. He’s the proud parent of a budding filmmaker studying at Portland State University.