Director, Digital Performance

Benefits:

• 401(k) matching
• Dental insurance
• Health insurance
• Paid time off

DIRECTOR, DIGITAL PERFORMANCE

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 Director, Digital Performance , you will lead the strategy, optimization, and governance of Primrose's consumer-facing digital ecosystem including websites, CRM, business listings, and emerging digital platforms. In close partnership with Technology, you will ensure scalable architecture, seamless integrations, and high-performing digital experiences that drive engagement, lead generation, and conversion. You will champion AI-enabled innovation, data-driven decision-making, and disciplined platform governance to maintain Primrose's competitive advantage. This is a full-time role.

• Lead the website development roadmap, overseeing redesigns, new functionality, templates, UX structure, experimentation (A/B and multivariate testing) and continuous optimization.
• Manage external web development agency and platform vendors, ensuring scalable architecture, reliable integrations, and strong QA practices.
• Oversee analytics infrastructure (GA4, GTM) to ensure accurate measurement and actionable insights across digital channels.
• Establish governance standards across digital platforms, ensuring privacy compliance, ethical AI use, data integrity, and regulatory adherence.
• Direct SEO/GEO strategy and performance (local + national), driving improvements in visibility, traffic quality, and conversion.
• Lead CRM and lifecycle marketing strategy, scaling nurture programs and improving lead quality through data-informed engagement.
• Optimize end-to-end digital customer journeys using UX research, behavioral analytics, and journey mapping to create frictionless experiences.
• Champion AI-driven marketing innovation, identifying and deploying solutions that enhance personalization, content strategy, lead generation, and operational efficiency.
• Serve as the digital marketing subject matter expert for school-level teams, guiding rollout strategies, best practices, and resolution of escalated digital platform needs.
• Monitor market trends and competitive benchmarks, translating insights into platform enhancements and performance strategies.

WHO WE ARE LOOKING FOR

• Bachelor's degree in marketing, advertising, or related field
• Advanced knowledge of Google Analytics 4 and Google Tag Manager
• Minimum 10+ years' experience in digital marketing at an agency or brand
• Experience with content management systems, particularly Wordpress
• Experience managing a team and outside agencies/vendors
• Ability to manage time and competing priorities while delivering service excellence
• Ability to be organized and autonomous
• Ability to collaborate and be resourceful
• Proficiency in Microsoft Office Suite
• Verbal and written communication skills

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

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.