Senior Manager-Field Marketing New Schools at Primrose Schools in GA-Atlanta-30339 Hybrid - US

Responsibilities

• As the Senior Manager, Field Marketing New Schools you will serve as the dedicated marketing leader for new school openings across Primrose Schools, partnering closely with Franchise Owners from the moment a school is under contract through grand opening and into the critical ramp-up phase. You will own the pre-opening marketing process end-to-end, ensuring every new school launches with a strong community presence, a pipeline of prospective families, and the marketing foundation needed to drive enrollment from day one. This is a full-time, exempt role and will manage one Field Marketing Manager, New Schools.
• Serve as the senior marketing resource for new Franchise Owners from contract signing through grand opening and the early ramp-up period, building a trusted advisor relationship from the start.
• Lead Franchise Owners through the pre-opening marketing process with clear structure, timelines, and expectations including school naming, local community planning, digital setup, and grand opening planning.
• Set and communicate pre-opening marketing milestones, holding Franchise Owners accountable to key deliverables at each phase and proactively escalating risks when timelines are at risk.
• Provide hands-on marketing support and coaching to new Franchise Owners translating Local School MarketingPlaybook guidance into concrete, prioritized action steps appropriate for their stage.
• Coordinate with internal cross-functional partners to ensure new schools have the right digital infrastructure, local listings, and launch campaigns in place before opening day.
• Track enrollment pipeline and inquiry performance for new and ramping schools, identifying gaps early and adjusting marketing support accordingly in partnership with the Franchise Owner and New School Support Coach.
• Capture learnings from each new school opening to continuously improve the pre-opening marketing process, toolkits, and Franchise Owner onboarding experience systemwide
• Ensure local marketing activity across new schools 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.
• Monitor local marketing performance across the new school 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.
• 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.

Requirements

• 10+ years of marketing experience, preferably supporting franchise new store opening
• 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.
• Proven ability to translate complex marketing strategies and concepts into practical, executable plans for business owners with varying levels of marketing knowledge and experience.
• 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, educate, and drive accountability across levels and functions without direct authority.
• Strong business acumen and analytical skills, with the ability to interpret data, identify trends, translate insights into actionable recommendations, and communicate them effectively to non-marketing audiences.
• 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.

Skills

Required

• 10+ years of marketing experience
• Highly organized and self-directed
• Willingness to travel regularly

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
• 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.
• *Eligibility may vary
• Balancing work and life can be challenging. We offer Primrose team member, in coordination with their leaders, the opportunity to take advantage of flexible work arrangements.
• Primrose Support Team Members are offered medical, dental, vision, 401(k) retirement savings, life insurance, as well as on-site conveniences like a fitness center, dry cleaning, a casual cafe, a community bank, and a car washing service.
• Our business survives by supporting today's working parent. We offer Primrose Support Team Members 50% tuition reimbursement for up to three children and/or one grandchild at any Primrose School. We are also proud to offer paid family leave.