Head of Digital Marketing
Full Time • Hybrid - US
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Health insurance
- Paid time off
- Vision insurance
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
Flexible work from home options available.
Tropical Vibes & Impacting Lives!
You feel it the moment you walk in. There’s more than vibrant colors, a tropical theme and happy children. There’s something different, something extraordinary. Something truly GOLDEN. It’s passion. Not just a passion for kids or a passion for swimming…it’s a special passion for changing – even saving – lives, by being a part of kids learning to swim.
When you work at Goldfish, you're not just an employee. You're a part of something bigger. You're making an impact; a splash in the lives of the children in your community. You're an integral part of a team, working together to move forward a mission. You’re also making waves in your future, learning life lessons in and out of the pool through mentorship, leadership and passion. At Goldfish, it’s more than a job - it’s an endless pool of possibilities, opportunities and life-changing moments!
Making Waves with Passion, Purpose & Core Values!
At Goldfish, our core values are at the heart of everything we do, and behind every decision that we make. To us, these values are more than just words - they're embraced with purpose in our everyday lives, and what allows us to make a splash in our community, and in the lives of our members and our team!
We go above and beyond with every detail to create a GOLDEN Experience!
We believe in nurturing a culture that provides WOW! Customer Service
We do the right things, make the right decisions and treat people with Integrity • Compassion • Trust
We meet and exceed expectations so you see Extraordinary Results
We make a big deal about life’s accomplishments by remembering to Celebrate!
Each Goldfish Swim School is an independently owned and operated franchise. The respective Franchisee is the employer at each Goldfish Swim School location. Each franchisee can set their own wages, benefit programs and terms and conditions of employment, which may vary at each Goldfish Swim School location.
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Paid Training
We set you up for Extraordinary Results! It doesn’t matter if you’ve never learned to swim yourself or if you’re a seasoned swimmer, we are proud to provide our team with paid training, certifications and ongoing support.
Flexible Schedules
Work life balance is essential to any team! At Goldfish, we understand you have commitments outside of work - family, school, sports, whatever it may be - and we celebrate that! We offer convenient schedules to accommodate YOU!
All Are Welcome
At Goldfish, we value Diversity & Inclusion! We pride ourselves on creating a welcoming environment for all by treating everyone with Integrity, Compassion and Trust as we work together to make waves for water safety.
Make Waves...In Your Community
Our team members are literal life-savers. Superheroes. Wavemakers. At Goldfish, you’re helping keep the children of your community safer in and around water - and that’s something to CELEBRATE!
Make Waves...In Your Career
Dip your toe into a pool of possibilities at Goldfish! You’ll learn life lessons through leadership, mentorship and ongoing training. From customer service to education, healthcare to business, you’ll gain impactful work experience that is sure to make a splash in your future, no matter what your career path!
High Fives & Tropical Vibes!
We believe in making a big deal about life’s accomplishments by remembering to CELEBRATE! We give high fives, dance and have some serious fun while doing some serious work. And with tiki huts, palm trees and surfboards, every work day will make you feel like you’re on vacay!
Going for Gold!
We align with partners who not only share our passion for water safety, but also share our core values. Helping us make a splash are World Record Holders and Olympic Gold Medalists Ryan Murphy and Cullen Jones! We are also committed to making waves, giving back and saving lives through our partnership with the USA Swimming Foundation.
Grow with Goldfish
There’s no limit to where you can go with Goldfish! We’ve seen part time team members #GrowUpGoldfish - becoming managers, joining the Franchise Support Team, and even going on to own and operate their own Goldfish Swim School! Dip a toe or dive all the way into the pool of possibilities and endless opportunities!