Director, Brand & Local Media

Primrose Schools

Director, Brand & Local Media at Primrose managing paid media strategies for conversion goals. Leading agency partnerships and optimizing marketing performance effectively.

Posted 5/15/2026full-timeAlabama, Alaska, Arizona, California, Colorado, Connecticut, Florida, Hawaii, Illinois, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Minnesota, Mississippi, Missouri, Montana, Nevada, New Hampshire, New Jersey, New Mexico, New York, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Utah, Vermont, Virginia, Washington, West Virginia, Wisconsin, Wyoming • 🇺🇸 United StatesLeadWebsite

About the role

Key responsibilities & impact

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

Requirements

What you’ll need

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

Benefits

Comp & perks

401(k)
401(k) matching
Dental insurance
Health insurance
Paid time off
50% tuition reimbursement for up to three children and/or one grandchild at any Primrose School
Health, dental and vision insurance
Employee Assistance Program
Flexible work from home options

ATS Keywords

✓ Tailor your resume

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools

performance marketinggrowth marketingpaid mediabudget allocationefficiency optimizationattribution modelsMarketing Mix Modelingmulti-channel media performancedata analysismedia planning

Soft Skills

cross-functional leadershipcommunicationinfluencingcoachingaccountabilitystrategic clarityperformance ownershipteam alignmentproblem-solvingrelationship management