Senior Manager, Digital Marketing

Pinch A Penny Pool Patio Spa•Clearwater, FL

2d•Onsite

About The Position

The Senior Manager, Digital Marketing is the internal owner of Pinch A Penny’s digital marketing ecosystem. The role orchestrates strategy, agency partners, platforms, internal teams, and franchise stakeholders to drive measurable retail store traffic, generate qualified service leads, and support franchise development by attracting prospective owners. It oversees national and local digital marketing initiatives across SEO, local search optimization, paid media, email marketing, social media, website content, and analytics to maximize customer acquisition and business growth. This role develops and executes integrated digital marketing strategy, manages agency relationships and media budgets, and establishes campaign objectives, KPIs, and performance benchmarks. It partners with Brand Marketing, Agency, IT, franchisees, field Operations, and other functional owners to improve digital customer acquisition, website experience, campaign execution, and franchisee adoption. The role monitors performance, connects digital activity to retail transactions and revenue, service acquisition, recurring accounts, and franchise development outcomes, and presents recommendations to senior leadership. The position is on-site at Pinch A Penny Administration in Clearwater, Florida. A bachelor’s degree in Business Administration, Digital Marketing, or a related field and 5–8 years of progressive digital marketing experience are required.

Requirements

Bachelor’s degree in Business Administration, Digital Marketing, or a related field.
5–8 years of progressive digital marketing experience with demonstrated success driving customer acquisition and lead generation.
Experience managing SEO, local SEO, paid search, paid social, email marketing, and digital analytics.
Strong understanding of Google Ads, Meta Ads Manager, GA4, Google Search Console, Google Business Profile, CRM platforms, and marketing automation tools.
Experience managing agency relationships and digital marketing budgets.
Strong analytical skills and the ability to translate data into strategic recommendations.
Excellent communication, organization, and project management skills.
Experience working cross-functionally in a fast-paced marketing environment.

Nice To Haves

Experience with franchise, retail, multi-location, home services, or consumer brands is preferred.

Responsibilities

Develop and execute an integrated digital marketing strategy to increase brand awareness, drive retail traffic, generate pool service leads, and support franchise development.
Manage national and local digital marketing initiatives that help franchisees acquire customers while strengthening the brand.
Coordinate agency partners, platforms, and internal teams around clearly defined roles, shared priorities, and measurable business outcomes.
Establish campaign objectives, budgets, KPIs, and performance benchmarks across digital channels.
Identify digital opportunities, technologies, and emerging marketing trends to improve customer acquisition and engagement.
Oversee local SEO, Google Business Profile optimization, location pages, online directories, local listings, and reputation management.
Develop scalable local digital marketing standards, playbooks, reporting, and programs; partner with franchisees and field Operations to drive adoption and execution.
Optimize website content and local landing pages to improve search rankings and conversion rates, and evaluate pilot programs before systemwide rollout.
Own paid media strategy, agency performance, budget allocation, audience strategy, testing, creative optimization, and measurement across Google Search, Performance Max, Local Services Ads, Display, YouTube, Meta, paid social, and retargeting.
Develop customer acquisition strategies that generate qualified retail customers, service leads, and franchise inquiries.
Manage agency relationships and media budgets to improve return on advertising spend and cost efficiency, measuring channel performance against downstream business outcomes.
Partner with Brand Marketing to execute integrated campaigns across email, social media, and website channels.
Own the lifecycle email marketing strategy and execution roadmap for acquisition, retention, promotions, service reminders, and loyalty initiatives.
Support organic social media strategy by aligning content with seasonal campaigns, promotions, educational content, and franchise initiatives.
Use customer segmentation, automation, personalization, and A/B testing to improve engagement and conversion.
Ensure CRM and campaign data connect to measurable consumer and franchise development funnel outcomes in partnership with functional owners.
Partner with Agency and IT teams to optimize website performance, user experience, and conversion paths for retail traffic, service leads, and franchise development.
Own the digital conversion roadmap and ensure accountability for website, landing-page, SEO, and CRO priorities.
Recommend improvements to website content, landing pages, forms, and calls-to-action based on customer behavior and analytics.
Support website enhancements that improve SEO, usability, accessibility, and mobile performance.
Monitor and report on digital KPIs, including website traffic, organic and local search visibility, store-intent actions, retail traffic attribution, BOPIS orders and revenue, qualified service leads and cost per lead, recurring service account acquisition, franchise leads and funnel conversion, conversion rates, ROAS, customer acquisition cost, and email performance.
Build measurement frameworks connecting digital activity to retail transactions and revenue, service acquisition and recurring accounts, and franchise development outcomes.
Use GA4, Google Search Console, Google Business Profile Insights, CRM reporting, and other analytics tools to identify optimization opportunities.
Translate campaign data into actionable insights and present performance results and recommendations to senior leadership.
Forecast campaign performance and manage budgets to achieve growth and ROI objectives.