Primrose Schools

Marketing

• Serve as the senior local marketing leader for a regional portfolio of Primrose Schools franchise school locations.
• Provide advanced strategic guidance to Franchise Owners, elevate the quality and consistency of local marketing execution, and help drive enrollment growth across your region.
• Combine deep marketing expertise, consultative partnership, and operational leadership to strengthen franchise performance, ensure brand compliance, and improve the overall effectiveness of the Local School Marketing function.
• Manage assigned Field Marketing Manager for their region and provide guidance and mentorship to team members.
• Ensure local marketing activity across the region meets brand standards, approved channel guidelines, and franchise agreement requirements.
• Monitor local marketing performance across the regional portfolio, identifying high-performing schools worth spotlighting and underperforming schools needing intervention.

Senior Manager, Field Marketing

Manager

• 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

Senior Manager, Local Media

• Serve as the senior local marketing leader for a regional portfolio of Primrose Schools franchise locations.
• Provide advanced strategic guidance to Franchise Owners, elevate the quality and consistency of local marketing execution, and help drive enrollment growth.
• Combine deep marketing expertise, consultative partnership, and operational leadership to strengthen franchise performance.
• Ensure brand compliance and improve the overall effectiveness of Local School Marketing function.
• Provide guidance and mentorship to team members while primarily focusing on owning regional outcomes and solving complex challenges.

Marketing Operations

• The Field Marketing Operations Manager serves as the operational backbone of Primrose’s Local School Marketing (LSM) program.
• Ensures the program runs with consistency, accuracy, and accountability.
• Owns the systems, processes, and reporting that enable effective execution at scale.
• Creates visibility into plan submissions, tracking Franchise Owner (FO) compliance with marketing investment requirements, and maintaining clean, audit-ready records.
• Responsible for continuously refining operational processes by leveraging category best practices and proven Franchise business approaches to drive efficiency, innovation, and scalability.
• Builds and manages the operational infrastructure of LSM, allowing Field Marketing Managers to focus on coaching and driving stronger marketing outcomes at the school level.
• Owns the end-to-end workflow for annual Local School Marketing plan submissions across 560+ schools, including templates, timelines, approval routing, and documentation.
• Identifies operational inefficiencies and recommends process improvements to enhance team effectiveness and the Franchise Owner experience.
• Tracks and reports on Franchise Owner compliance with required local marketing investment across all markets.
• Develops and maintains dashboards and roll-up reporting for Marketing and Franchise Relations leadership.
• Proactively identifies compliance risks and partners with Field Marketing and Franchise Support to resolve issues early.
• Champions a culture of continuous improvement by challenging the status quo, testing new ideas, and scaling successful initiatives.
• Leverages data, insights, and emerging trends to inform innovation efforts and optimize execution.

Field Marketing Operations Manager

• Serve as the primary local marketing partner for a regional portfolio of Primrose Schools franchise school locations
• Work directly with Franchise Owners to build effective annual marketing plans
• Make smart use of required local marketing investment and execute programs that drive enrollment growth
• Consult Franchise Owners on local marketing investment allocation across various channels
• Review and approve annual and ongoing local marketing plans to ensure alignment with brand expectations
• Monitor marketing spend pacing and proactively address compliance issues
• Deliver seasonal recommendations and resources to keep Franchise Owners informed
• Ensure local marketing activity meets brand standards and franchise agreement requirements
• Build strong, trusted relationships with Franchise Owners through regular engagement
• Gather and share field feedback with the broader marketing team

Field Marketing Manager

Director

• 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
• 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
• 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
• 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
• 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

Director, Brand & Local Media

Consultant

• Advise and support Franchise Owners through a consultative approach to help them achieve and exceed strategic goals
• Serve as a trusted partner to school leadership, ensuring the delivery of premier early education, trusted care, and service excellence across the Primrose network
• Build and nurture consultative relationships with Franchise Owners and school leaders, fostering trust, collaboration, and shared accountability for performance and results
• Provide holistic support across enrollment and marketing, business management, education, and operations, leveraging data, best practices, and network insights to drive continuous improvement
• Analyze school performance metrics and quality indicators, and partner with school leadership to develop and implement actionable plans for growth, improvement, and sustained performance
• Facilitate strategic planning and goal-setting conversations with Franchise Owners, ensuring alignment with Primrose’s mission, premium brand standards, and business objectives
• Coach and mentor Franchise Owners and school leaders on effective practices related to enrollment growth, financial management, curriculum implementation, and staff development
• Conduct quality assurance and Service Excellence Assurance activities, documenting strengths and opportunities through action plans and following up to ensure consistent execution of Primrose brand standards
• Serve as the first point of contact for operational challenges, brand non-compliance, reportable incidents, and school issues, guiding schools through resolution with empathy, professionalism, and care
• Collaborate with regional team members, cross-functional partners, vendors, and regulatory agencies to deliver integrated support, ensure compliance, and share insights that strengthen the broader network
• Ability to travel up to 80% of the time.

Franchise Business Consultant

• Advise and support Franchise Owners through a consultative approach to help them achieve and exceed strategic goals
• Serve as a trusted partner to school leadership, ensuring the delivery of premier early education, trusted care, and service excellence across the Primrose network
• Build and nurture consultative relationships with Franchise Owners and school leaders, fostering trust, collaboration, and shared accountability for performance and results
• Provide holistic support across enrollment and marketing, business management, education, and operations, leveraging data, best practices, and network insights to drive continuous improvement
• Analyze school performance metrics and quality indicators, and partner with school leadership to develop and implement actionable plans for growth, improvement, and sustained performance
• Facilitate strategic planning and goal-setting conversations with Franchise Owners, ensuring alignment with Primrose’s mission, premium brand standards, and business objectives
• Coach and mentor Franchise Owners and school leaders on effective practices related to enrollment growth, financial management, curriculum implementation, and staff development
• Conduct quality assurance and Service Excellence Assurance activities, documenting strengths and opportunities through action plans and following up to ensure consistent execution of Primrose brand standards
• Serve as the first point of contact for operational challenges, brand non-compliance, reportable incidents, and school issues, guiding schools through resolution with empathy, professionalism, and care
• Collaborate with regional team members, cross-functional partners, vendors, and regulatory agencies to deliver integrated support, ensure compliance, and share insights that strengthen the broader network
• Ability to travel up to 80% of the time