Senior Manager, Digital Marketing

Pinch A Penny•Clearwater, FL

1d•Onsite

About The Position

The Senior Manager, Digital Marketing is the internal owner of Pinch A Penny’s digital marketing ecosystem. The role coordinates strategy, agency partners, platforms, internal teams, and franchise stakeholders to drive measurable retail store traffic, generate qualified service leads, and attract prospective franchise owners. It oversees national and local initiatives across SEO, local search, paid media, email marketing, social media, website content, and analytics to support customer acquisition and business growth. The Senior Manager develops and executes integrated digital marketing strategies and campaigns, setting objectives, budgets, KPIs, and performance benchmarks. The role oversees local SEO and franchise marketing programs, paid media strategy and agency performance, lifecycle email and social media initiatives, website optimization, and digital conversion priorities. It works with franchisees, Field Operations, Brand Marketing, Agency, and IT teams to improve execution and maintain brand consistency. The position monitors digital marketing performance, builds measurement frameworks that connect digital activity to transactions, revenue, service acquisition, recurring accounts, and franchise development outcomes, and translates analytics into recommendations for senior leadership. It forecasts campaign performance and manages budgets to achieve growth and return-on-investment objectives.

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.

Responsibilities

Develop and execute an integrated digital marketing strategy to increase brand awareness, retail traffic, pool service leads, and franchise development.
Manage national and local digital marketing initiatives that support franchisee customer acquisition and strengthen the brand.
Coordinate agency partners, platforms, and internal teams around 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, and partner with franchisees and Field Operations on adoption and execution.
Optimize website content and local landing pages, monitor local search performance, and evaluate pilot programs before systemwide rollout.
Own paid media strategy, agency performance, budget allocation, audience strategy, testing, creative optimization, and measurement across search, social, display, video, and retargeting channels.
Develop customer acquisition strategies for retail customers, service leads, and franchise inquiries, and manage media budgets to improve return on advertising spend and cost efficiency.
Partner with Brand Marketing on integrated email, social media, and website campaigns.
Own the lifecycle email marketing strategy and execution roadmap for acquisition, retention, promotions, service reminders, and loyalty initiatives.
Support organic social media strategy and use segmentation, automation, personalization, and A/B testing to improve engagement and conversion.
Work with functional owners to connect CRM and campaign data to consumer and franchise development funnel outcomes.
Partner with Agency and IT teams to optimize website performance, user experience, and conversion paths.
Own the digital conversion roadmap and establish 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 marketing KPIs, including web traffic, search visibility, retail traffic attribution, BOPIS orders and revenue, service leads, recurring service accounts, franchise leads, funnel conversion, 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 results and recommendations to senior leadership.
Forecast campaign performance and manage budgets to achieve growth and ROI objectives.