Director of Digital Marketing

Director of Digital Marketing

COMPANY OVERVIEW

Scenthound is the nation’s first franchise concept dedicated to providing routine hygiene and wellness care for dogs. Our monthly S.C.E.N.T. (Skin, Coat, Ears, Nails, Teeth) services are revolutionizing how dog parents keep their pets clean and healthy. With a technology-driven model and rapidly expanding footprint, Scenthound is redefining the dog wellness industry and empowering franchisees nationwide with a strong, scalable brand.

JOB SUMMARY

The Director of Digital Marketing is a senior leader responsible for developing, executing, and optimizing the digital marketing strategy across the entire Scenthound system. Reporting to the Vice President of Marketing, this role leads our digital ecosystem, manages agency and platform partners, and ensures digital channels drive measurable business outcomes—lead generation, trial conversion, membership growth, and brand awareness.

This leader will shape the future of Scenthound’s digital presence by overseeing paid media (consumer & franchise development), SEO, web strategy, landing page performance, CRM-driven campaigns, and analytics. The Director will guide the system on digital strategy, partner with cross-functional teams, and ensure all digital initiatives ladder up to enterprise goals and performance campaign frameworks.

This role combines strategic vision, hands-on optimization, cross-functional leadership, and partner/agency management to drive Scenthound's growth in a fast-scaling franchise system.

  DUTIES & RESPONSIBILITIES

Digital Strategy & Leadership

• 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.

Performance Marketing & Paid Media

• 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.

Web, Landing Pages & Conversion Optimization

• 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.

SEO & Local Search

• 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.

Analytics, Reporting & Insights

• 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.

Franchise & Partner Enablement

• 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. 
  
  

QUALIFICATIONS

• 10+ years in digital marketing, with proven experience overseeing omnichannel strategies.
• Strong leadership experience managing agencies, partners, and internal teams.
• Deep experience in performance marketing, paid social, SEM, SEO, and conversion optimization.
• Experience in a multi-location, franchise, or fast-growth environment strongly pre