What are the responsibilities and job description for the Digital Marketing Manager position at Buzz Franchise Brands?
Buzz Franchise Brands is a fast-growing, multi-brand franchise company headquartered in Virginia Beach, VA. We’re looking for a forward-thinking, hands-on Digital Marketing Manager specializing in SEO, AEO, and website content for our British Swim School brand.
For more than 40 years, British Swim School has helped swimmers of all ages become safer and more confident in the water through a survival-first approach to swim instruction. Today, the brand serves communities across more than 450 locations in the U.S. and Canada — combining lifesaving water survival skills with gentle, supportive instruction that builds confidence in and out of the pool.
Your job will be to help more families discover it. You’ll own how British Swim School shows up when parents and swimmers turn to Google, AI-powered search platforms and other digital resources looking for swim lessons, water safety information and trusted local providers. This is a hands-on role that blends strategy with execution. You’ll shape our approach to SEO and AEO, guide website and content optimization, manage the systems and day-to-day work that keep our digital presence accurate and effective, and translate search trends and performance data into clear opportunities for growth.
What You’ll Do
For more than 40 years, British Swim School has helped swimmers of all ages become safer and more confident in the water through a survival-first approach to swim instruction. Today, the brand serves communities across more than 450 locations in the U.S. and Canada — combining lifesaving water survival skills with gentle, supportive instruction that builds confidence in and out of the pool.
Your job will be to help more families discover it. You’ll own how British Swim School shows up when parents and swimmers turn to Google, AI-powered search platforms and other digital resources looking for swim lessons, water safety information and trusted local providers. This is a hands-on role that blends strategy with execution. You’ll shape our approach to SEO and AEO, guide website and content optimization, manage the systems and day-to-day work that keep our digital presence accurate and effective, and translate search trends and performance data into clear opportunities for growth.
What You’ll Do
- SEO & AEO Strategy – In partnership with the Director of Digital Marketing, play a key role in shaping our organic and AI search strategy across British Swim School’s national website and hundreds of local franchise markets, spanning technical SEO, local SEO, content optimization and AEO.
- Turn Search Visibility Into Brand Growth – Use data from GA4, Google Search Console, SEMrush, BrightLocal and other platforms to uncover opportunities, prioritize improvements and connect organic performance to meaningful business outcomes.
- Help Franchise Owners Win Locally – Serve as a trusted strategic partner to franchise owners, translating complex SEO/AEO concepts into clear, actionable education that help them understand the value of our SEO program.
- Oversee and execute SEO and website operations, including but not limited to new-location onboarding, analytics and tracking setup, routine website updates, local SEO reporting, roadmap maintenance, and coordination with franchisees, internal teams, and external partners.
- Lead Content Strategy – Own the SEO-driven content roadmap across blogs, landing pages and website enhancements, ensuring content answers the questions families are asking while reinforcing British Swim School’s expertise in water safety and swim instruction.
- Thought Leadership – Stay ahead of changes in Google, AI-powered search and emerging discovery platforms. Identify & share opportunities to strengthen British Swim School’s authority and visibility.
- Collaborate, Communicate & Elevate – Partner with brand, paid media, creative and operations teams to drive cohesive execution. Clearly communicate performance and opportunities to leadership while sharing best practices and building SEO/AEO capabilities across the organization.
- Bachelor’s degree in Marketing, Business or a related field preferred.
- 3 years of hands-on SEO experience; multi-location, franchise or agency experience is a strong plus.
- Strong understanding of technical SEO, local SEO, keyword research, content optimization and emerging AEO/AI search practices.
- Experience with platforms such as SEMrush, Ahrefs, BrightLocal, GA4, Google Search Console, Yoast and WordPress.
- Strong analytical skills with the ability to move beyond reporting data to identifying insights, opportunities and recommended actions.
- Strong communication skills with the ability to translate complex SEO/AEO concepts into clear, accessible language for non-marketing and non-digital audiences.
- Ability to think strategically while remaining comfortable getting into the details and executing when needed.
- Highly organized, proactive, and comfortable managing multiple priorities in a fast-paced, entrepreneurial environment.
- Collaborative mindset and an ability to build strong relationships with franchise owners and cross-functional partners.
- Must be able to work on-site daily in Virginia Beach, VA.
- 401(k)
- 401(k) matching
- Bonus based on performance
- Competitive salary
- Dental insurance
- Health insurance
- Opportunity for advancement
- Paid time off
- Parental leave
- Vision insurance
- Wellness resources