Senior Manager, Field Marketing
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Job Description
Senior field marketer guiding Primrose franchise owners and regional teams. Driving local marketing execution, brand compliance, and enrollment growth across U.S. schools.
Responsibilities:
- Serve as the senior local marketing leader for a regional portfolio of Primrose Schools franchise locations
- Provide strategic guidance to Franchise Owners on local marketing strategy, channel mix, and investment allocation
- Consult on digital, social media, community events, local advertising, public relations, referral generation, and grassroots outreach
- Review, approve, and provide feedback on annual local marketing plans
- Track spend pacing and identify underinvestment, misallocated funds, and non-compliance risks
- Deliver education, coaching, and seasonal guidance through consultations, group sessions, playbooks, and toolkits
- Ensure regional local marketing activity meets brand standards, channel guidelines, and franchise agreement requirements
- Identify and escalate non-compliance and brand risks
- Monitor local marketing performance and connect activities to inquiries, enrollment outcomes, and competitive positioning
- Partner with paid media and internal specialists to set up and optimize digital campaigns
- Capture and share successful practices, trends, and market insights
- Manage assigned Field Marketing Managers and build their skills
- Lead special projects, pilot programs, and new school opening support
- Represent Local School Marketing in cross-functional initiatives with operations, brand, training, and paid media
- Support local marketing training through content development and facilitation
Requirements:
- 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
- Bachelor’s degree in Marketing, Business, Communications, or a related field
- MBA or advanced degree preferred
Benefits:
- 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
- Health, dental and vision insurance
- 401(k) with company matching up to 3.5%
- Company-provided life insurance
- Employee Assistance Program
- Flexible work arrangements
- Paid family leave
- Fitness center
- Dry cleaning
- Casual cafe
- Community bank
- Car washing service
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