Senior Manager, Digital Marketing Pinch-A-Penny

Senior Manager, Digital Marketing

The Senior Manager, Digital Marketing serves as the internal owner of Pinch A Penny's digital marketing ecosystem, orchestrating 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. This role 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.

On a daily basis our Senior Manager, Digital Marketing Pinch-A-Penny :

• Develop and execute an integrated digital marketing strategy that increases brand awareness, drives retail traffic, generates pool service leads, and supports franchise development.
• Manage national and local digital marketing initiatives that help franchisees acquire new customers while strengthening the Pinch A Penny brand.
• Serve as the internal owner of the digital marketing ecosystem, ensuring agency partners, platforms, and internal teams operate against clearly defined roles, shared priorities, and measurable business outcomes.
• Establish campaign objectives, budgets, KPIs, and performance benchmarks across all digital channels.
• Identify new digital opportunities, technologies, and emerging marketing trends to improve customer acquisition and engagement.

Local Marketing & SEO

• Oversee local SEO strategies that improve visibility for franchise locations in organic search and local search results.
• Oversee Google Business Profile optimization, location pages, online directory management, local listings, and reputation management to maximize local search performance.
• Develop scalable local digital marketing standards, playbooks, reporting, and programs that enable franchisees to improve customer acquisition while maintaining brand consistency. 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.
• Monitor local search performance and recommend ongoing improvements, including evaluation of pilot programs before systemwide rollout.

Paid Media & Lead Generation

• Own paid media strategy, agency performance, budget allocation, audience strategy, testing, creative optimization, and measurement across Google Search, Performance Max, Local Services Ads, Display, You Tube, 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 maximize return on advertising spend (ROAS) and cost efficiency, while challenging channel-level performance against downstream business outcomes.

Email, CRM & Social Media

• Partner with the Brand Marketing team to execute integrated digital campaigns across email, social media, and website channels.
• Own the strategy and execution roadmap for lifecycle email marketing that support customer 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.
• Leverage customer segmentation, automation, personalization, and A/B testing to improve engagement and conversion.
• Ensure CRM and campaign data are connected to measurable consumer and franchise development funnel outcomes, in partnership with functional owners.

Website Optimization & Digital Experience

• Partner with Agency and IT teams to optimize website performance, user experience, and conversion paths that support retail traffic, service lead generation, and franchise development.
• Own the digital conversion roadmap and ensure clear accountability among internal teams and agency partners 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 ongoing website enhancements that improve SEO, usability, accessibility, and…