Director, Brand & Local Media
Primrose School Franchising CompanyAtlanta, Georgia
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Overview
Schedule
Full-time
Career level
Executive
Remote
Option for remote
Benefits
Health Insurance
Dental Insurance
Paid Vacation
Job Description
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.
At our headquarters, which we call the Support Center, and in regional support roles throughout the country, we seek to build teams of individuals who establish trusted relationships, demonstrate accountability, have a service mindset, and exhibit agility and curiosity.
We are proud to have a team bringing thought leadership and guidance through marketing, operations, education, information technology, real estate, franchise development, finance, accounting, legal, franchise administration and human resources.
Automate your job search with Sonara.
Submit 10x as many applications with less effort than one manual application.
FAQs About Director, Brand & Local Media Jobs at Primrose School Franchising Company
What is the work location for this position at Primrose School Franchising Company?
This job at Primrose School Franchising Company is located in Atlanta, Georgia, according to the details provided by the employer. Some roles may also include multiple work locations depending on the requirement.
What pay range can candidates expect for this role at Primrose School Franchising Company?
Employer has not shared pay details for this role.
What employment applies to this position at Primrose School Franchising Company?
Primrose School Franchising Company lists this role as a Full-time position.
What experience level is required for this role at Primrose School Franchising Company?
Primrose School Franchising Company is looking for a candidate with "Executive" experience level.
Does Primrose School Franchising Company allow remote work for this role?
Yes, this position at Primrose School Franchising Company supports remote work, giving candidates the flexibility to work outside the primary office location.
What benefits are offered by Primrose School Franchising Company for this role?
Primrose School Franchising Company offers following benefits: Health Insurance, Dental Insurance, and Paid Vacation for this position. Actual benefits may vary depending on the employer's policies and employment terms.
What is the process to apply for this position at Primrose School Franchising Company?
You can apply for this role at Primrose School Franchising Company either through Sonara's automated application system, which helps you submit applications 10X faster with minimal effort, or by applying manually using the direct link on the job page.