Local Media Strategy Lead Paid Social & Performance

• Own local media strategy across channels, primarily paid social and paid search
• Define clear guardrails for budget allocation, channel usage, and expected performance outcomes across markets
• Ensure local media efforts complement brand media and contribute to overall system performance
• Serve as the primary internal lead for preferred local agencies, setting expectations for optimization, execution, and reporting quality
• Conduct regular audits of account structure, creative usage, and performance to ensure consistency and adherence to standards
• Address performance gaps and drive corrective action in partnership with agency teams
• Build strong relationships with franchise owners, developing a clear understanding of local performance challenges and opportunities
• Participate in performance discussions, escalations, and ownership group calls as needed
• Advocate for franchise owner needs in media decisions while maintaining alignment to performance strategy
• Develop and deliver clear, repeatable education materials that help franchise owners understand media investment, performance metrics, and expectations
• Partner closely with new franchise owners and field support teams to align media strategies with local market dynamics, business goals, and launch timelines
• Establish scalable playbooks and best practices for new school launches, incorporating learnings, test-and-learn insights, and proven tactics to improve performance over time
• Oversee seamless transition from launch campaigns into always-on local media programs, ensuring continuity, optimization, and sustained demand generation
Requirements
8+ years of experience in digital marketing, paid media, or local marketing strategy
Strong experience with paid social and local performance marketing
Experience working with franchise systems or multi-location brands preferred
Demonstrated ability to manage agency partners and ensure consistent execution
Strong communication and relationship management skills, particularly with non-marketing stakeholders
Ability to navigate complex stakeholder environments and competing priorities
Strong problem-solving skills with a focus on performance improvement
Experience in performance-driven marketing environments preferred
Bachelor’s degree in Marketing, Business, or a related field
ATS Optimization Keywords
Below are skills and terms extracted directly from this job posting to improve Applicant Tracking System (ATS) visibility. This unique feature helps candidates tailor their applications more effectively — a feature exclusive to JobTailor job listings.
Hard Skills
digital marketing
paid media
local marketing strategy
paid social
performance marketing
budget allocation
performance metrics
media investment
optimization
reporting
Soft Skills
communication
relationship management
problem-solving
stakeholder management
performance improvement
collaboration
education delivery
strategic thinking
adaptability
leadership
Certifications & Qualifications
Bachelor’s degree in Marketing
Bachelor’s degree in Business

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