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Scenthound · 1 month ago

Director of Digital Marketing

Jupiter, FL

Full-time

Hybrid

Director/Executive

10+ years exp

Scenthound is the nation’s first franchise concept dedicated to providing routine hygiene and wellness care for dogs. The Director of Digital Marketing is a senior leader responsible for developing and optimizing the digital marketing strategy to drive measurable business outcomes and ensure alignment with enterprise goals.

Customer ServiceHealth CarePetService Industry

Responsibilities

Own and evolve the systemwide digital marketing strategy, ensuring alignment with brand, business, and franchise performance goals

Lead quarterly and annual digital planning, including channel mix, budget allocations, testing frameworks, and roadmap development

Identify emerging digital opportunities to fuel lead volume, trial growth, and membership retention

Manage agency relationships and hold partners accountable for performance, reporting, optimization, and innovations

Create structure and best practices around digital operations, performance campaign execution, and omnichannel marketing opportunities

Oversee and provide strategic direction to the Marketing Technology Manager, ensuring MarTech platforms, automations, tracking systems, and data integrations support and accelerate the overall digital strategy and performance goals of the organization

Oversee omnichannel digital campaigns across social, search, display, video, retargeting, and local campaigns

Develop strategic testing plans to optimize CPL, CPT, ROAS, membership conversion, and LTV

Own the website and landing page strategy, ensuring conversion-first design and frictionless booking and trial flow

Lead A/B testing and experimentation to improve trial bookings, offer performance, and user experience

Collaborate with Product/Tech to ensure web enhancements align with consumer behavior and business priorities

Oversee SEO strategy, local listing management, and location-level search performance

Ensure all locations maintain a strong digital footprint through optimized directories, reviews, and local landing pages

Build a proactive reporting structure for digital channels—weekly, monthly, quarterly

Translate data into insights and recommendations for franchisees, the marketing team, and the executive team

Own attribution modeling and performance dashboards in collaboration with analytics partners

Define KPIs for all campaigns and track leading/lagging indicators tied to trials, memberships, and revenue

Lead franchise webinars, marketing committee discussions, and performance insights calls

Build playbooks, guides, and training resources to simplify digital execution for franchisees

Ensure local agencies/vendors deliver consistent quality and follow brand SOPs

Qualification

Digital marketing strategyPerformance marketingSEOAgency managementConversion optimizationMulti-location experienceData-driven decision makingLeadershipCommunication skills