Chief Marketing Officer

About the role

The Chief Marketing Officer will lead the marketing strategy and execution for Big Blue Swim School, a fast-growing company with over 55 locations and over 200 franchise locations. The ideal candidate will have extensive experience in marketing, particularly within a franchise or multi-location retail setting.

Responsibilities

• Develop and implement a comprehensive 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.
• Create and execute national and regional marketing strategies that drive awareness, enrollment growth, and brand loyalty.
• Identify strategic partnerships and co-marketing opportunities to expand brand reach.
• Lead go-to-market and launch marketing for new pool openings, new product offerings, and pilot initiatives.
• 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.
• Own marketing strategy and execution for corporate-owned locations, coordinating systemwide campaigns with local activation across the corporate pool portfolio.
• Own the marketing technology stack, including the in-flight CRM and marketing automation platform implementation (HubSpot).
• Lead AI implementation and enablement across the marketing function, identifying high-value use cases, deploying tooling, and upskilling the team.
• Partner with Technology on platform integrations that connect marketing systems to end-to-end customer experience.
• Own the digital ecosystem, including website, SEO / GEO, paid media, email / SMS, social media, and analytics.
• Set and track KPIs across acquisition and retention funnels and leverage data to increase customer lifetime value.
• Test and implement new platforms and tools to reach and convert target audiences.
• Manage and mentor a high-performing marketing team.
• Oversee relationships with agencies, vendors, and creative partners.
• 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.