Head of Marketing

Primer is a growing network of K8 schools restoring the timeless foundations of American education. Inspired by the original teaching primers that shaped a nation of readers thinkers and builders our schools begin with what has always worked and build for what lies ahead. Close-knit learning environments. Skilled educators. A culture that takes kids seriously as learners and leaders.

Primers shaped the first 200 years of American children. Primer will ready them for the next.

Primer has all the makings of an iconic brand: a big vision to solve one of the hardest problems in America real stories of lives weve changed across the country and strong cultural tailwinds pushing us forward. We hear from parents educators legislators and community leaders every day about the lives were changing from families who felt stuck in the traditional system and now see their child thriving at Primer to parents who feel like they have their child back after a few months at Primer.

Your job is to harness this momentum and craft a brand that millions of families from all walks of life trust with the most important decision they make each year: their childs school.

You will own the entire surface area of Primers marketing from our big-picture narrative to individual brand assets across visual design photography film content and copy. Youll inherit our existing brand systems which you see today across and be tasked with growing this foundation into the future of Primers brand.

There are three unique challenges in this role:

• First our brand must be both aspirational and accessible. Most education brands opt for pure exclusivity or pure accessibility but that wont work for Primer.

• Second we are a central marketing & brand org with dozens (and soon hundreds) of local Primers. These campuses are the primary way families experience the Primer brand post-enrollment and nailing the local manifestation of our brand will require systems that scale down to (and empower) those working at the campus level.

• Finally youll need to develop (or have) a nuanced intuition for how Primer should fit into the overall education ecosystem. Education is tough riddled with many strong opinions which presents both a challenge and an opportunity. If you shape our public perception with conviction and succeed you will have crafted one of the all-time great American brands.

• Define what Primer stands for. Codify what Primer means to parents educators and the community.

• Build the local engine. How quickly we enroll students in each new Primer the enrollment ramp as we call it internally is the most sensitive variable in our expansion motion. Youll build the repeatable field marketing system that steepens this curve: open houses local social proof and dozens ideas we havent yet thought of. Most importantly youll hand this engine to campus teams to execute locally.

• Build the referral system that turns happy parents into growth channels.

• Build the operating system that dials in every public-facing artifact we ship. Youll fight the approval-chain-by-vibes with clear standards and (quick) checks against them.

• Partner with Growth Admissions and Product to establish the messaging identity and creative standards used across marketing admissions and the product experience enabling each team to execute within those standards.

• Lay the groundwork for employer brand and PR so our story lands with parents future staff and the public alike.

• Experience marketing to parents or families. Youve built brands that feel both aspirational and accessible and understand what it takes to connect with everyday American families.

• Youve worked in a multi-site business. Lots of locations one brand every one needing to feel local. Youve lived that problem and solved some version of it.

• Youve built a marketing function from zero to 1. If youve only inherited or maintained a marketing motion this role isnt for you.

• A crisp writer and editor with taste. You can set the voice and language standards and enforce them.

• Authenticity. We take families students and the teachers who serve them seriously. Youll make sure the brand does too in every community were in.

• Youre a performance marketer at heart. Our paid marketing motion lives under our growth function and is already a high-performing machine. This role will partner on all things brand creative and non-paid channels positioning local launch referral creative and more.

• You want a pure-play exec role. This may grow into that. Today its a hands-on player-coach role.

Primer is a mission-first company. We believe our mission is the highest-leverage way we can create positive service of that we keep work centered on mission execution and avoid social or political activism at work thats unrelated to the mission. If that energizes you wed love to see you apply.

Required Experience:

Director