Head of Digital Marketing

The Head of Digital Marketing owns the digital growth engine for Goldfish Swim School Franchising. This role leads digital strategy, performance marketing, data and analytics, and lifecycle optimization across a growing franchise system.

This leader is both strategic and hands-on, capable of diving into data, challenging assumptions, optimizing performance, and translating insights into clear, actionable stories for leadership and franchisees. The role partners closely with internal teams and agency partners to drive scalable growth, efficiency, and trust in our digital marketing investments.

Key Responsibilities:

• Digital Strategy & Growth Leadership
  • Lead the digital marketing strategy across paid media, website, SEO, CRM, and lifecycle channels to drive qualified lead generation and enrollment growth.
  • Define the role of each digital channel across the customer journey, ensuring cohesive execution from awareness through conversion and retention.
  • Partner with Marketing Leadership to align digital investment strategy to business goals and franchise growth objectives.
• Digital Team Leadership
  • Lead and develop the internal digital marketing team, providing clear priorities, accountability, and direction.
  • Foster a high-performance team culture grounded in data, testing, and continuous improvement.
  • Ensure the team has the tools, processes, and clarity needed to execute effectively and consistently.
• Agency & Partner Oversight
  • Serve as the senior owner of external digital agency relationships.
  • Set clear expectations for performance, optimization cadence, service quality, and innovation.
  • Review and approve agency recommendations, ensuring initiatives are measurable, cost-effective, and aligned with brand and franchisee needs.
  • Hold partners accountable to benchmarks, timelines, and results.
• Marketing Investment, Benchmarking & Optimization
  • Evaluate digital initiatives and associated costs to ensure marketing investments deliver value and scale efficiently.
  • Establish benchmarks and success metrics across awareness, lead generation, conversion, and lifecycle performance.
  • Lead testing and optimization efforts to improve lead quality, conversion rates, and funnel efficiency.
• Data, Analytics & Performance Ownership
  • Own digital performance data and insights, with the ability to directly access, analyze, and interpret data.
  • Work within the marketing data warehouse to connect data across CRM, website, paid media, automation platforms, and operational systems.
  • Improve data integrity, reporting structures, and measurement frameworks over time.
  • Translate insights into actionable recommendations that drive better decision-making.
• CRM, Automation & Text (SMS) Marketing
  • Lead lifecycle marketing strategy across email and SMS automation.
  • Optimize segmentation, personalization, and automated journeys to improve engagement, conversion, retention, and reactivation.
  • Ensure automation programs are evaluated regularly and improved based on performance data.
• Website, SEO, CX & UI Leadership
  • Oversee ongoing website optimization to improve user experience, SEO, accessibility, and conversion.
  • Partner with internal teams and vendors to enhance UX/UI, site architecture, and content effectiveness.
  • Use customer behavior data and testing insights to inform CX improvements.
• Digital Innovation & Future-Focused Marketing
  • Stay at the forefront of digital marketing innovation, including AI-driven tools, advanced analytics, and emerging platforms.
  • Identify and pilot new technologies or approaches that improve performance, efficiency, or customer experience.
  • Bring forward thoughtful recommendations to evolve digital marketing capabilities over time.
• Data Storytelling & Franchise Communication
  • Act as the data storyteller for digital marketing, distilling complex performance data into clear, compelling narratives.
  • Translate insights into franchisee-friendly language that builds trust, understanding, and adoption.
  • Present confidently in franchise meetings, leadership forums, and internal reviews.
  • Partner with Franchise Support and Operations to ensure insights drive better local execution.

Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or related field; advanced degree preferred.
• 8+ years of experience in digital, performance, or growth marketing leadership roles.
• Proven experience leading digital teams and managing agency partners, preferably within a franchise or multi-location environment.
• Strong background in marketing analytics, data interpretation, and performance measurement.
• Hands-on experience with CRM, marketing automation, paid media platforms, analytics tools, and website optimization.
• Experience improving UX/UI, SEO strategy, and digital conversion performance.
• Demonstrated ability to evaluate initiatives based on cost, performance, scalability, and impact.
• Deep interest in digital innovation, AI applications, and emerging marketing technologies.
• Proficiency in Google Workspace; experience with Asana and Mac-based environments preferred.
• Exceptional written and verbal communication skills, with the ability to explain complex concepts clearly to non-technical audiences.

What Success Looks Like:

• Digital programs consistently drive high-quality leads that convert into enrollments at scale
• Marketing investments are benchmarked, measured, and optimized continuously
• Franchisees understand the “why” behind the data and trust the digital strategy
• Agency partners are accountable, proactive, and performance-driven
• Website and digital experiences continually improve CX and conversion
• The digital team is confident, aligned, and operating at a high level