Senior Manager, Local Media

As the Senior Manager, Local Media you will own the strategy and performance of local media efforts, ensuring campaigns are efficient, consistent, and aligned with franchise owner needs. This role serves as a key connection point between brand strategy, agency execution, and franchise owners, driving both performance and clarity across stakeholders.

Local Media Strategy

Own local media strategy across channels, primarily paid social and paid search, ensuring alignment to performance goals and brand standards
Define clear guardrails for budget allocation, channel usage, and expected performance outcomes across markets
Ensure local media efforts complement brand media and contribute to overall system performance

Agency Oversight

Serve as the primary internal lead for preferred local agencies, setting expectations for optimization, execution, and reporting quality
Conduct regular audits of account structure, creative usage, and performance to ensure consistency and adherence to standards
Address performance gaps and drive corrective action in partnership with agency teams

Franchise Owner Advocacy & Support

Build strong relationships with franchise owners, developing a clear understanding of local performance challenges and opportunities
Participate in performance discussions, escalations, and ownership group calls as needed
Advocate for franchise owner needs in media decisions while maintaining alignment to performance strategy

Franchise Owner Education

Develop and deliver clear, repeatable education materials that help franchise owners understand media investment, performance metrics, and expectations
Identify and address gaps in understanding, trust, or alignment related to media performance

New School Media Strategy Alignment

Lead development of new school media strategies in partnership with a local media agency, defining channel mix, investment approach, targeting, and messaging to effectively build awareness and drive enrollment demand
Partner closely with new franchise owners and field support teams to align media strategies with local market dynamics, business goals, and launch timelines
Establish scalable playbooks and best practices for new school launches, incorporating learnings, test-and-learn insights, and proven tactics to improve performance over time
Oversee seamless transition from launch campaigns into always-on local media programs, ensuring continuity, optimization, and sustained demand generation

WHO WE ARE LOOKING FOR

8+ years of experience in digital marketing, paid media, or local marketing strategy
Strong experience with paid social and local performance marketing
Experience working with franchise systems or multi-location brands preferred
Demonstrated ability to manage agency partners and ensure consistent execution
Strong communication and relationship management skills, particularly with non-marketing stakeholders
Ability to navigate complex stakeholder environments and competing priorities
Strong problem-solving skills with a focus on performance improvement
Experience in performance-driven marketing environments preferred
Bachelor’s degree in Marketing, Business, or a related field