Director of Marketing & Growth About Making Waves Making Waves Swim School helps families build water safety and confidence, one lesson at a time. We're a multi-location swim school built on genuine care for our swimmers…
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$120k–$130k/yr
Full-time
Posted 5h ago
~40 hrs/week
Responsibilities
The Director of Marketing & Growth will lead the development of a comprehensive marketing strategy that integrates brand, customer experience, acquisition, and retention. They are responsible for managing agency performance, overseeing marketing budgets, and driving growth across multiple swim school locations.
Requirements
The ideal candidate is a senior marketing leader with extensive experience in multi-location, B2C service-based businesses. They must possess strong analytical skills, a track record of team development, and the ability to manage complex marketing funnels and agency relationships.
Full job description
Director of Marketing & Growth
About Making Waves
Making Waves Swim School helps families build water safety and confidence, one lesson at a time. We're a multi-location swim school built on genuine care for our swimmers, parents, and staff - and we're entering our next stage of growth. That means it's time to build a marketing function to match.
The Opportunity
We're hiring a Director of Marketing & Growth to build a world-class marketing function that turns Making Waves into a brand families love, talk about, and stay with - while creating a predictable growth engine for the business.
This isn't a classic "Director of Marketing" role built around brand, agencies, and an annual plan. It's a senior functional leader who connects Brand → Customer Experience → Acquisition → Conversion → Retention → Revenue into one strategy, reporting directly to our CEO and sitting on our leadership team.
What You'll Do
Own full-funnel growth - connect brand, acquisition, conversion, and retention into one strategy, with conversion tracked alongside leads, and close the gap on a registration trend that's declined year over year
Turn existing families into a growth channel - own lifecycle marketing (CRM, email, SMS), referral strategy, and customer research on why families stay, refer, or leave
Drive acquisition and new-location launches - own acquisition strategy, customer segmentation, and growth of our entry-level programs, and build a repeatable playbook for marketing new locations
Manage our agency of record - Paid Ads, SEO, and Website - against a documented KPI brief and budget, holding them accountable for ROI
Lead and develop our Marketing Specialist, growing their ownership of lead nurturing, events, social, community management, and reporting
Set the brand's voice - real stories over constant promotions - and own media relations, reputation management, and how our brand shows up consistently across locations
Build our reporting rhythm - weekly, monthly, quarterly, and annual, including a competitive audit that doesn't exist today
Build location-specific marketing plans that reflect each location's real constraints, instead of one national campaign trying to solve every location's problem
What You Bring
A senior marketing leader who's owned a growth-accountable function end to end, comfortable reporting directly to a CEO and sitting at the leadership table
Experience marketing a service-based, multi-location, B2C business - swim schools, fitness/wellness, childcare, healthcare, home services, or similar
Experience managing marketing across more than one brand or sub-brand under a shared parent organization
Growth marketing fluency - you think natively in conversion and retention, and don't see storytelling and performance as being in tension
Real ROI accountability in agency management - you hold agencies to KPIs and budget, not just receive their reports
A genuine track record of developing people into bigger roles
Working knowledge across paid media, SEO, website/CRO, social, email/lifecycle marketing, events, community management, and PR
Comfort owning a budget and scorecard and a weekly numbers cadence
A hands-on, roll-up-your-sleeves approach alongside strategic thinking - you're as comfortable writing the brief as presenting the strategy
A customer-service mindset toward our location managers - you treat their input like a customer's, not a report-in
Comfort using AI in your day-to-day work, for design, content, and communication
Nice to have: B2B marketing experience, experience with subscription/membership or recurring-revenue businesses, experience stepping into a role handed off informally, and franchise or multi-unit business experience
Our Core Values
These aren't wall art - they're how we expect this role to be done, especially given how much of it runs through location managers, families and a small, growing team:
Service-Oriented > We care A LOT about people! Whether it's a swimmer, parent, or staff member, we believe in doing whatever it takes to make someone's day.
Self-Driven > We're always levelling up! We work hard and never stop looking for ways to improve.
Optimistic > We dream big! Even when stuff gets hard, we keep going, learn from mistakes, and focus on what's possible.
Highly Adaptive > Things change, and that's okay! We stay flexible, learn fast, and figure things out together.
Fun Energy > Fun is kind of our thing! We bring energy, cheer, and good vibes wherever we go.
Details
Expected compensation range: $120,000–$130,000
Reports to: CEO
Location: On-site (Brampton, ON), with occasional travel across all Making Waves locations
Vacancy: this is an existing vacancy
AI: Making Waves uses artificial intelligence to assist with screening, assessing and/or selecting applicants as part of our recruitment process
Making Waves Swim School offers private, one-on-one swim lessons for children and adults in
indoor hotel pools throughout New Jersey. Our 35 full-time and part-time
swim instructors teach approximately 600 to 1,000-plus students per week in more than 22
facilities. Lessons are held weekdays, weeknights and weekends.
Our personalized, one-on-one swimming instruction model helps children and adults learn to swim in less
time and at a lower total cost than group instruction. The cost per class may be higher, but
students can learn to swim confidently and independently – no swimmies, no life vest, no
noodles – in a matter of months instead of years. Year-round lessons are held in indoor pools
that are heated to 85 degrees or higher, so weather is never an issue.
Group swim lessons are typically held in loud, crowded facilities that can be intimidating and
full of distractions. Direct interaction with the instructor is difficult. Making Waves offers
private swim lessons in quiet hotel pools where each student can learn at their own pace. The
sole responsibility of a Making Waves Swim School instructor is to focus on one student at a
time and teach that child how to swim and be safe in and around the water. For more
information about swim lessons, go to www.startmakingwaves.com.
Making Waves is always looking for full-time and part-time swim instructors who are kid friendly,
reliable and professional. We provide comprehensive training through our proprietary
Making Waves training program, which focuses on one-on-one swim instruction and prioritizes
water safety. This program includes American Red Cross lifeguard, CPR and first aid
certifications. For more information, email [email protected].
Hotel managers… Are you spending too much time and money on pool management and
maintenance? Making Waves offers a number of barter services, as well as monthly cash
payments, for the use of hotel pools for swim lessons. Services such as water balancing and
testing, scheduled maintenance, and on-demand technical repairs can save you thousands of
dollars and free up maintenance teams for more urgent issues. For more information, email
[email protected].
Offices: 320 Pennington Lawrenceville Rd, Pennington , NJ 08691, US · 500 Promenade Blvd, Bridgewater, NJ 08807, US
pool managementcommercial pool repaircustomer serviceCertified Pool Operator (CPO)HospitalityQuality and Assurance and Client relations