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.

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.

• 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

• 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

• 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

• Own the marketing technology stack, including the in-flight CRM and marketing automation platform implementation (Hub Spot) – 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

• 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

• 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

• 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…