Senior Manager, Field Marketing

Job Description

Job Description

Benefits:

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

SENIOR MANAGER, FIELD MARKETING

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, Field Marketing , you will serve as the senior local marketing leader for a regional portfolio of Primrose Schools franchise school locations. You will provide advanced strategic guidance to Franchise Owners, elevate the quality and consistency of local marketing execution, and help drive enrollment growth across your region.

In this role, you will combine deep marketing expertise, consultative partnership, and operational leadership to strengthen franchise performance, ensure brand compliance, and improve the overall effectiveness of the Local School Marketing function. While you may provide guidance and mentorship to team members, this role is primarily focused on owning regional outcomes, solving complex challenges, and serving as a senior subject matter expert. This role is remote reporting to the Director of Field Marketing. In this role, the Senior Manager will manage their assigned Field Marketing Manager for their region.

Franchise Owner Advisory & Enablement

• Serve as the senior marketing resource for a portfolio of schools in your designated region, providing expert counsel on local marketing strategy, channel mix, and investment allocation.
• Consult Franchise Owners on how to plan and deploy their required local marketing investment for maximum impact across digital, social media, community events, local advertising, public relations, referral generation, and grassroots outreach.
• Review, approve, and provide substantive feedback on annual local marketing plans submitted by Franchise Owners in your region.
• Track spend pacing and proactively identify schools that are underinvesting, misallocating funds, or at risk of non-compliance early enough to course-correct.
• Deliver ongoing education, coaching, and seasonal guidance through individual consultations, group sessions, and scalable resources such as playbooks and toolkits.

Brand Compliance & Standards

• Ensure local marketing activity across the region meets brand standards, approved channel guidelines, and franchise agreement requirements.
• Identify and escalate patterns of non-compliance or brand risk to leadership and cross-functional partners, handling exceptions with sound judgment and urgency.
• Champion brand consistency in local markets while respecting the need for localization and community relevance.

Performance & Insights

• Monitor local marketing performance across the regional portfolio, identifying high-performing schools worth spotlighting and underperforming schools needing intervention.
• Use data to guide Franchise Owner conversations by connecting local marketing activity to inquiries, enrollment outcomes, and competitive positioning.
• Partner with paid media and internal specialists to ensure digital campaigns in your region are set up, optimized, and aligned to strategy.
• Capture and share successful practices, trends, and market insights with the broader team to strengthen systemwide results.

Strategic Projects & Team Support

• Manage Field Marketing Managers in building core skills across marketing execution, Franchise Owner partnership, and day-to-day decision-making.
• Provide guidance on managing school-level marketing plans, strengthening Franchise Owner relationships, and identifying opportunities to improve performance across assigned locations. Lead special projects, pilot programs, or new school opening support as assigned by leadership.
• Represent the Local School Marketing function in cross-functional initiatives involving operations, brand, training, and paid media.
• Partner with internal learning teams or Centers of Excellence to support local marketing training through content development and facilitation.

WHO WE ARE LOOKING FOR

• 10+ years of marketing experience, with strong depth in local marketing, field marketing, franchise marketing, or multi-location brand environments.
• Deep expertise in advising business owners, operators, or franchisees and navigating complex stakeholder relationships.
• Strong knowledge of local digital marketing channels including paid search, paid social, local SEO, Google Business Profile, and social media, along with offline local marketing tactics.
• Experience in a franchise system or multi-location retail, service, or consumer brand environment strongly preferred.
• Exceptional communication and relationship-building skills with the ability to influence across levels and functions without direct authority.
• Strong business acumen and analytical skills, with the ability to interpret data, identify trends, and turn insights into action.
• Demonstrated ability to lead initiatives, improve processes, and drive results in a complex, distributed organization.
• Highly organized and self-directed, with the ability to manage multiple priorities, stakeholders, and deadlines.
• Willingness to travel regularly within the assigned region for school visits, Franchise Owner meetings, and key events.
• Bachelors degree in Marketing, Business, Communications, or a related field; MBA or advanced degree preferred.

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