General Manager
Primer
full-time
Posted on:
Location Type: Hybrid
Location: Alabama • United States
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About the role
- Own Alabama market performance end-to-end — P&L, enrollment growth, retention, and the quality bar across all campuses, current and future.
- Lead Primer's Alabama expansion across the state.
- Develop and execute a multi-year market strategy — campus density, real estate sourcing, market selection, and timeline.
- Partner closely with real estate, education, operations, and finance teams to launch new campuses under budget and ahead of schedule.
- Evaluate every site and initiative with a clear-eyed view of unit economics — if it doesn't pencil out, say so.
- Build relationships with politicians, local officials, community organizations, and potential partners.
- Lead recruiting events, open houses, and campus tours; engage directly with families to drive enrollment.
- Adapt your outward focus seasonally — heavier recruiting activity during peak enrollment windows, more strategic and operational work in steadier periods.
- Pilot and refine localized approaches: admissions tweaks, go-to-market adjustments, and market-specific processes. Document what works, build it into playbooks, and close the loop — don't just solve the problem once.
Requirements
- Proven GM experience with direct P&L ownership and a track record of hitting aggressive growth, expansion, and margin targets.
- Multi-site operational instincts — you can run multiple locations without losing the thread on quality or culture. Backgrounds in healthcare, QSR, retail, or charter networks translate well.
- Strong analytical and commercial acumen — you can read performance data, model site economics, and make tradeoffs with numbers in hand.
- Direct conflict engagement — you pick up the phone, sit in the tension, and don't triangulate when a direct conversation would serve better.
- Bias to action and full ownership — when you see a problem, it's yours. You don't confuse completing a task with owning the outcome.
- Intellectual honesty - you flag bad news early, pressure test your own assumptions.
- Willingness to travel extensively across the state, including 3+ hour drives to Birmingham, Huntsville, Montgomery, Dothan, and Mobile.
Benefits
- Strong ties to Alabama and a real stake in its future
- Willingness to travel extensively across the state, including 3+ hour drives to Birmingham, Huntsville, Montgomery, Dothan, and Mobile.
Applicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills & Tools
P&L managementmarket strategy developmentsite evaluationdata analysisperformance modelingunit economicsrecruitingoperational managementconflict resolutionproblem-solving
Soft Skills
leadershiprelationship buildinganalytical thinkingcommercial acumenbias to actionintellectual honestyadaptabilitycommunicationownershipstrategic thinking