Senior Manager, Local Media

Responsibilities

• Own local media strategy across channels, primarily paid social and paid search
• 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
• 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
• 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
• Develop and deliver clear, repeatable education materials that help franchise owners understand media investment, performance metrics, and expectations
• 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

• 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