Chief Marketing Officer

About the role

Big Blue Swim School is a fast-growing, mission-driven company dedicated to helping kids unlock their full potential in the water. With 55 locations open and over 200 franchise locations awarded across the country, the company is poised for rapid expansion.

Responsibilities

• Develop and implement the overarching marketing strategy aligned with business objectives, including brand positioning, audience segmentation, pricing, and promotional approaches
• Monitor market trends and competitive dynamics to guide messaging and positioning
• Set and track marketing goals that support enrollment, retention, and system-wide growth
• Lead consumer research and brand storytelling to generate customer insights, sharpen positioning, and fuel content across channels
• Oversee the strategic allocation and optimization of the national marketing fund to maximize brand awareness, reach, and ROI
• Plan and manage national and regional marketing campaigns across paid, earned, owned and grassroots channels
• Lead the creation and execution of national and regional marketing strategies that drive awareness, enrollment growth, and brand loyalty
• Own marketing strategy and execution for corporate-owned locations, coordinating systemwide campaigns with local activation across the corporate pool portfolio
• Develop scalable, brand-compliant marketing toolkits, guidelines, and programs to empower franchisees to execute localized campaigns
• Provide consultation, training, and support to franchisees to improve local marketing outcomes
• Collaborate with Franchise Development to attract and convert qualified franchise prospects
• Own marketing strategy and execution for corporate-owned locations, coordinating systemwide campaigns with local activation across the corporate pool portfolio
• Develop and manage the overall marketing budget, ensuring maximal impact with efficient allocation of resources

Qualifications

• Bachelor’s degree in Marketing, Business, or related field; MBA or advanced degree preferred
• 10+ years of progressive marketing experience, including 3+ years in a senior leadership role
• Experience leading marketing strategy within a franchise or multi-location retail / service business, with the ability to navigate system-wide dynamics and support local execution
• Proven success in brand development, digital marketing, and lead generation for a high-growth consumer brand
• Deep understanding of the parent / child services market; experience in youth sports, education, or wellness sectors a plus
• Demonstrated success driving sustained customer growth through non-promotional strategies, like community, referral, and lifecycle marketing
• Hands-on experience owning a modern martech stack and a CRM / marketing-automation platform (e.g., HubSpot), including implementation and org-wide adoption
• Fluency applying AI and automation to marketing workflows, analytics, and team enablement
• Exceptional leadership, communication, and analytical skills
• Thrives in a dynamic, fast-paced, growth-oriented environment

Benefits

• Comprehensive health benefit plans with significant employer contributions
• Hybrid Work Environment/Work from home
• Competitive paid time off
• 401k with Company match

Pay

The salary for this role may vary based on experience with a common range of $200,000 - $225,000 plus bonus opportunity, with the potential for long-term incentives.

Schedule

Hybrid Work Environment/Work from home