Head of Brand

Primer • San Francisco, CA

12d

About The Position

Primer is a growing network of K–8 schools dedicated to restoring the foundational principles of American education. The Head of Brand will be responsible for crafting and evolving Primer's brand identity to resonate with millions of families. This role involves owning the entire brand surface area, from the overarching narrative to visual design, photography, film content, and copy. Key challenges include balancing aspirational and accessible messaging, scaling brand presence across numerous local campuses, and navigating the complex education ecosystem. The goal is to build a brand that families trust with their children's education and to potentially create one of the most significant American brands.

Requirements

• Strong operational skills with experience in building systems.
• Proven ability to achieve high standards in resource-constrained environments.
• Experience in building brands that are both aspirational and accessible, with an understanding of how to connect with everyday American families.
• Excellent writing and editing skills with a strong sense of taste, capable of setting and enforcing voice and language standards.
• Ability to maintain conviction and professionalism, saying 'no' when necessary while remaining collaborative.
• Genuine commitment to taking families, students, and teachers seriously, reflected in brand representation.
• Experience as a hands-on brand builder, not necessarily running a scaled marketing organization.

Nice To Haves

• Nuanced intuition for Primer's position within the broader education ecosystem.

Responsibilities

• Define what Primer stands for, owning the narrative, its place in the education ecosystem, how it presents itself, and its core values.
• Craft brand norms including voice, language, and visual identity standards that are practical for use by teams.
• Build the local brand engine to ensure a consistent brand experience across hundreds of local educators and campuses.
• Develop an operating system for brand consistency across all public-facing materials, minimizing bottlenecks and ensuring clear standards.
• Partner with Growth, Admissions, and Product teams to align messaging, identity, and creative standards across marketing, admissions, and product experiences.
• Lay the groundwork for employer brand and PR to effectively communicate Primer's story to parents, prospective staff, and the public.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed