Global Marketing Director

About Scuba Diving International
Scuba Diving International (SDI) is one of the largest diving certification agencies in the world, operating across 24 regional offices in over 100 countries, with thousands of SDI facilities and instructors around the world. SDI training covers a wide range of interests and skill levels, including recreational diving, technical diving, emergency response diving and performance freediving. Our purpose is to help more people safely explore the underwater world with confidence and lasting awe. This mission is deeply rooted in our long and meaningful history, shaped by our unwavering commitment to safety, quality, innovation, and the human connections that define our family-owned organization. We
are headquartered in Stuart, FL.

The Role
The Global Marketing Director is a critical role on the leadership team overseeing the growth strategy and execution of SDI across all of our diving certification agencies. You will be responsible for developing and executing a plan to grow global brand awareness for SDI and achieve revenue growth targets. You will partner with the business development team to implement strategies and communication to convert dive centers to SDI and grow our membership base. You will also develop consumer facing campaigns to grow brand recognition of SDI. You will manage a small internal team to develop content and creative and execute across paid, owned and earned media channels.. You are highly strategic, analytical and a self-starter. The ideal candidate has deep knowledge in both branding and growth marketing. Reporting to the CEO, the Global Marketing Director will play a key role in advancing our brand strategy and implementing marketing plans to drive revenue
growth.

What You’ll Do
● Brand Strategy: Partner with cross-functional teams to build brand awareness and recognition of SDI among consumers. Develop campaign strategies that uniquely differentiate SDI and communicate through social media, PR, paid media and partnerships with dive centers. Act as the brand champion, overseeing the development of all brand creative, communication, content, merchandise and offline marketing materials. Ensure that regional offices and dive centers adhere to brand standards.
● New Customer Acquisition: Partner with the business development team to drive revenue through dive center crossovers to SDI. Develop sales collateral, marketing 

2 materials, brand assets and communication to assist in converting dive centers in key expansion markets globally.
● Customer Insights: Regularly conduct surveys and get feedback from members to inform marketing strategy and communication. Dive into analytics to track and measure impact of marketing initiatives on building brand awareness. Collaborate cross-functionally to improve global communication and processes.
● Member & Diver Retention: Develop campaigns and regular communication to increase member renewals and drive upsell and cross-sell of certification courses through email, social media, website promotion and partnerships.
● Content Creation and Management: Manage all content and creative development for organic, owned and paid media channels, including YouTube, social media, email, member collaborations, partnerships, website and app. Oversee creation of all blog content. Coordinate creative development and production of branded merchandise and offline marketing materials.
● Campaign Management: Own campaign planning and execution. Oversee an integrated campaign calendar across all dive certification agencies and marketing channels.
● Website Optimization: Manage marketing communication, promotion and landing pages on SDI website to maximize conversion of eLearning course sales.  Lead the strategic and creative direction of a website redesign to incorporate new brand positioning and optimize for diver journeys.
● Budgeting/Forecasting: Own marketing budget and revenue contribution forecasts, creating goals across channels on a monthly, quarterly and annual basis with a focus on maximizing ROI.
● Analytics and Reporting: Utilize analytics tools to track, measure, and report on the performance of marketing initiatives. Provide regular reports to the leadership team, highlighting key performance indicators and recommending adjustments to optimize results.
● Leadership and Collaboration: Lead, mentor, and inspire a small team of marketers and content creators, fostering a culture of creativity, innovation, and excellence.Collaborate with cross-functional teams to ensure integrated and cohesive roll out of marketing initiatives and campaigns to regional offices and dive centers.
● Continuous Improvement Mindset: Always strive to beat benchmarks, pushing SDI to new heights. Stay informed about industry trends and emerging technologies, proactively identifying opportunities for innovation and growth.
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What You’ll Need
● Bachelor's degree in marketing, business, or a related field (or equivalent experience).
● 8-12 years of experience in consumer marketing with a track record of developing and implementing brand and growth strategies to drive revenue.
● Experience in developing omni-channel campaigns across paid, owned and earned marketing channels.
● 4+ years of experience leading, coaching and managing a team.
● Results oriented with a proven track record of setting and hitting key growth targets (CPA, CAC, ROI, LTV, etc.).
● Expertise in developing and executing social media and content strategies across multiple platforms, with a proven track record of growing reach, engagement and driving new customers. Deep understanding of platform-specific tools, features, formats, standards, user behaviors, and best practices with an understanding of how to apply them to achieving performance goals.
● Experience overseeing the creation of content and creative assets for multiple platforms.
● Experience in developing retention marketing strategies and setting up email campaigns and workflows.
● Extensive experience with web analytics tools and marketing tech/software such as Google Analytics/GA4, Looker Studio, Google Ads, Meta, Google Search Console, Semrush, social scheduling tool (Sprout, Hootsuite, Later, etc.), email marketing platform (such as HubSpot, Klaviyo, MailChimp, Braze, etc.), Canva, Adobe, etc.
● Knowledge of HubSpot is preferred.