Director, Brand & Local Media

Benefits:

401(k)

401(k) matching

Dental insurance

Health insurance

Paid time off

DIRECTOR, BRAND & LOCAL MEDIA
WHAT A DIFFERENCE
At Primrose, our mission - to forge a path that leads to a brighter future for all children - is why we do what we do each day. Primrose provides a life-changing early learning experience for children and their families. We believe who children become is as important as what they know.

We believe who YOU are is as important as what you know.
We make every effort to ensure everyone feels they belong in our Primrose community. Our commitment to Belongingness means we seek similarities and respect differences in our unique backgrounds, life experiences and perspectives.

WHAT YOU WILL DO
As the

Director, Brand & Local Media

you will own the performance of all paid media investments across brand and local strategies, ensuring media drives efficient lead generation and supports overall conversion goals. You will be responsible for translating business objectives into clear media strategies, leading agency partners, and continuously optimizing performance through data-driven decision making. This is a highly strategic and operational role that requires balancing brand and local priorities, making tradeoff decisions across channels, and holding agencies accountable to performance outcomes.

Strategy & Performance Ownership

Own end-to-end performance strategy across brand and local media, ensuring alignment to conversion goals, lead volume, and efficiency metrics (CPL / CPA)

Translate commercial objectives into actionable media plans, including budget allocation, channel mix optimization, target CPA guidance, and structured testing roadmaps across audiences, creative, formats, and bidding

Deliver weekly performance recommendations to executive leadership, including spend adjustments, scaling opportunities, and key risks with mitigation plans

Continuously evaluate tradeoffs between brand and local investment, ensuring decisions reflect total system performance rather than channel-level optimization

Data & Optimization Leadership

Leverage platform data and MTA insights to identify performance drivers, inefficiencies, and areas of diminishing return

Partner with Analytics to prioritize and operationalize MTA use cases, ensuring insights translate into clear media decisions

Validate and challenge performance assumptions, particularly around incrementality across channels (e.g., search vs. social)

Ensure data and insights consistently lead to optimization actions, not just reporting outputs

Agency Leadership & Governance

Lead brand and preferred local agencies, setting clear expectations for optimization cadence, testing rigor, and reporting quality

Facilitate regular agency meetings, including performance reviews and ongoing working sessions to assess results and priorities

Conduct routine audits of agency accounts to evaluate structure, execution quality, and adherence to best practices

Hold agencies accountable for performance outcomes, addressing gaps and driving corrective action as needed

Franchise Owner Advocacy & Education

Stay connected to franchise owner performance realities, participating in key calls and escalation scenarios as needed

Represent franchise owner needs in media strategy decisions, influencing channel guidance, spend recommendations, and execution approach

Define and lead the approach to franchise media education, including what owners need to understand and how performance is communicated

Develop standardized education materials that simplify media performance, expectations, and key drivers

Serve as the final escalation point for performance-related concerns or conflicting messaging

Team Leadership

Lead and develop Senior Managers across brand and local media, setting expectations for performance ownership, learning velocity, and strategic clarity

Coach team members to operate as proactive performance drivers rather than passive coordinators

Ensure consistent alignment across the team in how performance is evaluated, communicated, and improved

WHO WE ARE LOOKING FOR

10+ years of experience in performance marketing, growth marketing, or paid media leadership roles

Proven ownership of multi-channel media performance, including budget allocation and efficiency optimization

Strong experience leading and managing agency partners with a focus on accountability and outcomes

Deep understanding of paid media channels, including paid search and paid social

Experience working with attribution models (MTA or similar) and Marketing Mix Modeling, applying insights to decision making

Strong cross-functional leadership skills and ability to influence across teams

Excellent communication skills, with the ability to translate complex data into clear recommendations

Experience in franchise, multi-location, or lead-generation businesses strongly preferred

Bachelor’s degree in Marketing, Business, or a related field

WHAT YOU WILL GET

Commission or bonuses based on personal and company performance

50% tuition reimbursement for up to three children and/or one grandchild at any Primrose School

Full-time team members are eligible for health, dental and vision insurance

401k with company matching up to 3.5% and company provided life insurance

Employee Assistance Program

Flexible work from home options available.

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