Job Title: Chief Marketing Officer
Location: Chicago - Hybrid
Overview:
The Chief Marketing Officer will be responsible for developing and executing a comprehensive marketing strategy with emphasis on media strategy and customer journey optimization to accelerate brand growth, maximize reach and return on investment across all channels, enhance customer engagement, and support local franchisee success. As a key member of the executive leadership team, the CMO will direct all aspects of brand strategy, digital and AI-enabled marketing, marketing technology, customer communications, public relations, new pool opening, corporate pool and local marketing strategies.
Key Responsibilities:
Brand Strategy & Positioning
- Develop and implement the overarching 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
National Brand Fund & Systemwide Campaigns
- 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. Lead the creation and execution of national and regional marketing strategies that drive awareness, enrollment growth, and brand loyalty.
- Oversee production of brand assets, marketing materials, and promotional content to be used system-wide
- 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
Local Marketing Support & Activation
- 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
- Collaborate with Franchise Development to attract and convert qualified franchise prospects
- Own marketing strategy and execution for corporate-owned locations, coordinating systemwide campaigns with local activation across the corporate pool portfolio
Marketing Technology & AI Enablement
- Own the marketing technology stack, including the in-flight CRM and marketing automation platform implementation (HubSpot) - driving adoption, customer journey optimization, and measurable ROI
- 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
Digital & Performance Marketing
- 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
Team Leadership
- 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
- Experience leading customer communications for a consumer brand
- Exceptional leadership, communication, and analytical skills
- Thrives in a dynamic, fast-paced, growth-oriented environment
We Offer:
- Comprehensive health benefit plans with significant employer contributions
- Hybrid Work Environment/Work from home
- Competitive paid time off
- 401k with Company match
- 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
