Local Media Strategy Lead — Paid Social & Performance

• 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

Requirements

• 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

🔍 ATS Optimization Keywords
Below are skills and terms extracted directly from this job posting to improve Applicant Tracking System (ATS) visibility. This unique feature helps candidates tailor their applications more effectively — a feature exclusive to Job Tailor job listings.

Hard Skills

• digital marketing
• paid media
• local marketing strategy
• paid social
• performance marketing
• budget allocation
• performance metrics
• media investment
• optimization
• reporting

Soft Skills

• communication
• relationship management
• problem-solving
• stakeholder management
• performance improvement
• collaboration
• education delivery
• strategic thinking
• adaptability
• leadership

Certifications & Qualifications

• Bachelor’s degree in Marketing
• Bachelor’s degree in Business