Director of Brand Marketing

Basis Ed•Scottsdale, AZ

1d•Hybrid

About The Position

BASIS Ed is seeking a Director of Brand Marketing with our Design & Marketing team! This position is based in Scottsdale, AZ and requires regular in-office attendance. The current schedule is hybrid (in-office Monday, Wednesday, and Friday; remote Tuesday and Thursday), though the role may transition to fully in-office in the future. The Director of Brand Marketing will lead the strategic development, stewardship, and execution of the BASIS Charter Schools brand to drive awareness, trust, and long-term brand equity across all markets. This role ensures a consistent yet locally resonant brand presence that supports enrollment growth, community engagement, philanthropic initiatives, and national reputation. This leader will translate BASIS Charter Schools’ academic excellence, STEM & Arts leadership, and tuition-free public charter model into compelling brand narratives that resonate with families, educators, alumni, and community partners.

Requirements

10+ years of experience in brand marketing, preferably in education, mission-driven organizations, or multi-location brands.
Proven success building and scaling a brand across multiple markets.
Strong storytelling and messaging development expertise.
Experience leading integrated campaigns across digital and traditional channels.
Demonstrated ability to balance centralized brand control with local flexibility.
Demonstrated experience producing and directing professional photo and video shoots for marketing campaigns and brand storytelling.

Nice To Haves

Experience in K-12 education, charter schools, or higher education.
Familiarity with enrollment-driven marketing models.
Experience with brand measurement frameworks and research tools.
Background in mission-driven or nonprofit environments.

Responsibilities

Define and maintain the overarching brand identity, voice, and guidelines to ensure consistent messaging across all platforms.
Define and evolve the BASIS brand architecture across national, regional, and campus levels.
Lead the development of brand positioning, messaging frameworks, and voice guidelines.
Ensure brand consistency across all channels, campaigns, campuses, and partner organizations.
Manage the creation of high-impact, multi-channel brand campaigns that drive awareness and trust in key markets.
Partner with Growth Marketing to align brand campaigns with enrollment goals and CPA targets.
Oversee brand storytelling across digital, video, social, print, events, and community engagement.
Oversee brand-level content strategy, including video storytelling, ratings and rankings, and community impact narratives.
Lead planning and execution of professional photo and video shoots that showcase student life and school communities.
Partner with design and web development to update and optimize website content.
Own the strategy for search visibility, organic discovery, and AI search readiness across all BASIS digital properties.
Ensure brand messaging aligns with search intent while maintaining voice and positioning.
Optimize content for AI-driven search experiences and answer engines.
Monitor and report on organic performance across owned channels including website and social media.
Establish SEO governance and best practices for campus-level pages.
Use research and data to refine brand positioning and messaging.
Monitor brand health metrics, including awareness, perception, and trust.
Translate local insights into brand adaptations that resonate with specific communities.
Partner with Enrollment, Growth Marketing, School Leadership, and Communications teams to ensure brand alignment.
Support campus leaders with brand guidance and localized messaging.
Establish brand governance processes, templates, and approval workflows.
Maintain brand guidelines, asset libraries, and toolkits for internal teams.
Train staff and partners on brand standards and storytelling best practices.