Benefits:
401(k) matching
Dental insurance
Health insurance
Paid time off
DIRECTOR, DIGITAL PERFORMANCE
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 Director, Digital Performance, you will lead the strategy, optimization, and governance of Primrose’s consumer-facing digital ecosystem including websites, CRM, business listings, and emerging digital platforms. In close partnership with Technology, you will ensure scalable architecture, seamless integrations, and high-performing digital experiences that drive engagement, lead generation, and conversion. You will champion AI-enabled innovation, data-driven decision-making, and disciplined platform governance to maintain Primrose’s competitive advantage. This is a full-time role.
Lead the website development roadmap, overseeing redesigns, new functionality, templates, UX structure, experimentation (A/B and multivariate testing) and continuous optimization.
Manage external web development agency and platform vendors, ensuring scalable architecture, reliable integrations, and strong QA practices.
Oversee analytics infrastructure (GA4, GTM) to ensure accurate measurement and actionable insights across digital channels.
Establish governance standards across digital platforms, ensuring privacy compliance, ethical AI use, data integrity, and regulatory adherence.
Direct SEO/GEO strategy and performance (local + national), driving improvements in visibility, traffic quality, and conversion.
Lead CRM and lifecycle marketing strategy, scaling nurture programs and improving lead quality through data-informed engagement.
Optimize end-to-end digital customer journeys using UX research, behavioral analytics, and journey mapping to create frictionless experiences.
Champion AI-driven marketing innovation, identifying and deploying solutions that enhance personalization, content strategy, lead generation, and operational efficiency.
Serve as the digital marketing subject matter expert for school-level teams, guiding rollout strategies, best practices, and resolution of escalated digital platform needs.
Monitor market trends and competitive benchmarks, translating insights into platform enhancements and performance strategies.
WHO WE ARE LOOKING FOR
Bachelor’s degree in marketing, advertising, or related field
Advanced knowledge of Google Analytics 4 and Google Tag Manager
Minimum 10+ years' experience in digital marketing at an agency or brand
Experience with content management systems, particularly Wordpress
Experience managing a team and outside agencies/vendors
Ability to manage time and competing priorities while delivering service excellence
Ability to be organized and autonomous
Ability to collaborate and be resourceful
Proficiency in Microsoft Office Suite
Verbal and written communication skills
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