Director, Brand & Market Activation

Director, Brand & Market Activation

Location: Los Angeles, CA (Hybrid)

Reports to: CMO

Team: Campaign Manager, Marketing Operations Manager, Social Media Manager, PR/FD, Manager, CRM

Role Summary

We are looking for a high-impact marketing leader to drive the engine that connects Mathnasium's national brand presence to local center success. You aren't just managing channels; you are the steward of the Mathnasium brand for both the families we serve (B2C) and the entrepreneurs who power our growth through Franchise Development (B2B). While our Digital team handles paid performance media, you own the narrative and the journey. You will lead a specialized team to ensure that whether a parent sees a national TV spot or a prospect reads a Franchise PR hit, they are met with an irresistible social presence and a seamless path to enrollment or ownership.

Key Responsibilities

• Brand & Organic Social Authority
• Own the Narrative : Evolve Mathnasium's positioning across all consumer and franchise development touchpoints to ensure we remain the clear leader in a crowded market.
• Social as a Growth Lever : Lead a robust organic social strategy that builds deep community trust and serves as a primary discovery engine for both parents and prospective franchisees.
• Content Excellence : Oversee the development of high-performing content that works as hard for a national TV campaign as it does for a local center's social page.
• National-to-Local Activation
• The Franchise Playbook : Translate national campaigns (TV, Print, Digital) into turnkey "local activation" toolkits that help franchisees drive traffic and enrollment.
• Franchise Development Marketing : Own the marketing strategy and PR to attract and nurture high-quality franchise candidates, ensuring our growth story is clear to potential investors.
• Lifecycle & Lead Management
• Journey Strategy : Architect the "Parent Journey" and "Candidate Journey," using CRM and automation to move leads from initial interest to enrollment or signing.
• Conversion Optimization : Partner with Operations to bridge the gap between "marketing lead" and "enrolled student" by improving center-level lead handling and follow-up consistency.
• PR, Partnerships & Earned Media
• Tentpole Moments : Lead the PR strategy for major brand moments (e.g., Pi Day) that create national buzz and drive measurable local demand.
• Strategic Alliances : Identify and scale partnerships that drive incremental customer acquisition and reinforce Mathnasium's brand authority.

What Success Looks Like

• Social & Brand Growth : Measurable increase in organic social engagement and brand sentiment across consumer and franchise channels.
• Lead Generation and Conversion : Lower cost per lead through improved visibility tactics and organic growth; Improved lead-to-enrollment rates through more effective automated nurture and center-level follow-up playbooks.
• Network Adoption : High franchisee engagement with marketing toolkits, resulting in consistent performance across the network.

Candidate Profile

• 8+ Years of Marketing Leadership : Proven track record of managing integrated campaigns, ideally in a franchise, multi-location, or matrixed environment.
• Omnichannel Perspective : Deep understanding of how Digital, Video, Print, Social, and PR work together to create a unified brand experience.
• The "Player-Coach" Mindset : A leader of specialists (CRM, Ops, PR) who can set a high-level strategy but also knows exactly what "good" looks like in the weeds of execution.
• Franchise Diplomat : A clear, structured communicator who knows how to influence outcomes and align stakeholders across a distributed network.