Senior Manager Local Media

Job Description

Job Description

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 Senior Manager, Local Media you will own the strategy and performance of local media efforts, ensuring campaigns are efficient, consistent, and aligned with franchise owner needs. This role serves as a key connection point between brand strategy, agency execution, and franchise owners, driving both performance and clarity across stakeholders.

 
Local Media Strategy

• Own local media strategy across channels, primarily paid social and paid search, ensuring alignment to performance goals and brand standards
• 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
• Identify and address gaps in understanding, trust, or alignment related to media performance

• Lead development of new school media strategies in partnership with a local media agency, defining channel mix, investment approach, targeting, and messaging to effectively build awareness and drive enrollment demand
• 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

• 8+ years of experience in digital marketing, paid media, or local marketing strategy
• Strong experience with paid social and local performance marketing
• Experience working with franchise systems or multi-location brands preferred
• Demonstrated ability to manage agency partners and ensure consistent execution
• Strong communication and relationship management skills, particularly with non-marketing stakeholders
• Ability to navigate complex stakeholder environments and competing priorities
• Strong problem-solving skills with a focus on performance improvement
• Experience in performance-driven marketing environments preferred
• Bachelor’s degree in Marketing, Business, or a related field

• 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.