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, YouTube, 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 mobile performance.

Analytics & Performance

• Monitor and report on key digital marketing KPIs including: website traffic, organic and local search visibility, store-intent actions and retail traffic attribution, BOPIS orders and revenue, qualified service lead volume and cost per lead, recurring service account acquisition, franchise qualified leads and funnel conversion, conversion rates, ROAS, customer acquisition cost, and email performance. Build measurement frameworks that connect digital activity to retail transactions and revenue, service acquisition and recurring accounts, and franchise development outcomes rather than relying solely on channel-level metrics.
• Utilize GA4, Google Search Console, Google Business Profile Insights, CRM reporting, and other analytics tools to identify opportunities for optimization.
• Translate campaign data into actionable insights and present performance results and recommendations to senior leadership.
• Forecast campaign performance and manage budgets to achieve growth and ROI objectives.

What You Will Need:

• Bachelor's degree in Business Administration, Digital Marketing or related field.
• 58 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.
• Experience with franchise, retail, multi-location, home services, or consumer brands preferred.
• 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 with 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.

Looking to work for the best in the industry? Since opening its first store in 1975, Pinch A Penny, A POOLCORP Company, has become the largest franchised retail pool, patio and spa company. This first store evolved into a full-time, full-service retail pool supply store offering everything needed to operate and enjoy a swimming pool or spa. With our rapid growth we have been able to hire over 300 employees from Marketing directors, sales associates to machine operators and maintenance mechanics. We are proud to serve our community and be an employer of choice. We believe in recognizing our employees for their hard work and encourage work-life balance.

Why join PINCH A PENNY? Pinch A Penny, a POOLCORP Company is the premier destination for all your swimming pool and backyard needs. With over 300 stores and expanding, we are the nation's largest swimming pool retail, service, and repair franchise. Our relentless dedication to excellence drives us to bring people together through the joy of pools, spas, and the backyard experience. Join us on this exciting journey as we continue to grow, innovate, and set new standards in the swimming pool industry.

Bilingual, Military, Military Spouses and Veteran applicants are strongly encouraged to apply! We understand the uniqueness of hiring military personnel and veterans and will support him/her in the time of duty or with the transition into new civilian professions.

All offers to external candidates for employment are contingent upon the successful completion of pre-employment drug testing and background verifications before employment is finalized.

POOLCORP, including all its subsidiaries, is a drug-free company and Equal Opportunity Employer By Choice. The Company understands, respects, and values diversity unique styles, experiences, identities, ideas, and opinions while striving to be inclusive of all people. This commitment is critical to our success as a global company as we seek to recruit, develop, and retain the most talented people from a diverse candidate pool. Hiring and promotional decisions are based solely on the qualifications required for the job to be filled.