Chief Marketing Officer

Job Title: Chief Marketing Officer

Location: Chicago - Hybrid

Big Bue Swim School is a fast-growing, mission-driven company that aims to show kids they can do anything by unlocking their full potential in the water. With 55 locations open and over 200 franchise locations awarded across the country, we are scaling rapidly toward our vision of 400+ units nationwide. Our team is passionate, entrepreneurial, and committed to excellence - and we’re looking for a dynamic Chief Marketing Officer to help lead our next phase of explosive growth and brand leadership.

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

Big Blue Swim School follows an equal opportunity employment policy to all employees and applicants for employment without regard to race, color, religion, national origin, sex, gender identity, age, physical or mental ability, sexual orientation, marital status, veteran status, and genetic information. If you require reasonable accommodation during the application or hiring process due to a disability, please contact us at HR@bigblueswimschool.com .

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