Senior Manager-Field Marketing New Schools

Primrose School Franchising; Atlanta (GA); Hybrid; USD 110,000 - 170,000; Full time

Benefits offered by this job

Commission or bonuses

Tuition reimbursement

Health, dental, and vision insurance

401k with company matching

Employee Assistance Program

Flexible work from home

Job summary

Primrose School Franchising is seeking a Senior Manager, Field Marketing for New Schools. You will lead the pre-opening marketing for new franchise openings, guiding owners from contract to ramp-up and building a strong community footprint to drive early enrollment.

You’ll coach franchise partners, coordinate with cross-functional teams, and ensure brand standards while optimizing local marketing strategy across multiple locations.

Qualifications

• 10+ years of marketing experience, preferably supporting franchise new store openings.
• Strong depth in local marketing, field marketing, franchise marketing, or multi-location brand environments.
• Extensive experience advising business owners, operators, or franchisees and navigating complex stakeholder relationships.
• Proven ability to translate complex marketing strategies into practical, executable plans for owners with varying levels of marketing knowledge.
• Demonstrated knowledge of local digital marketing channels (paid search, paid social, local SEO, Google Business Profile, social media) and offline tactics.

Responsibilities

• Lead pre-opening marketing for new Primrose schools from contract signing through grand opening and ramp-up.
• Guide Franchise Owners through naming, local community planning, digital setup, and grand opening planning.
• Set and communicate pre-opening marketing milestones with accountability for timelines.
• Provide hands-on marketing support and coaching translating Local School Marketing Playbook guidance into concrete steps.
• Coordinate with internal partners to ensure digital infrastructure, local listings, and launch campaigns before opening day.
• Track enrollment pipeline and inquiries, adjusting marketing support with Franchise Owner and New School Support Coach.

Skills

Franchise marketing

Stakeholder management

Data-driven decisions

Strategic planning

Team leadership

Communication

Education

Bachelor’s degree in Marketing/Business/Communications

MBA preferred

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, 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.

New School Opening Support

• 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

Brand Compliance & Standards

• Ensure local marketing activity across new schools meets brand standards, approved channel guidelines, and franchise agreement requirements.
• Identify and upscale 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 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.

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, 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.

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.