Director, Brand & Local Media

Job Description

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.