Head of Brand

About Primer

Primer is building a growing network of K–8 schools focused on bringing back the core foundations of American education. Drawing inspiration from the original teaching primers that helped shape generations of readers, thinkers, and builders, the schools combine what has historically worked with what children will need in the future. The experience centers on close learning communities, strong educators, and a culture that respects students as serious learners and leaders.

Primer sees itself as helping prepare the next generation, just as primers shaped the first 200 years of American childhood learning.

About the Role

Primer already has the ingredients of a standout brand: a large mission, meaningful impact stories from across the country, and strong momentum in culture and public interest. Parents, educators, lawmakers, and community leaders regularly share stories about students thriving in the environment Primer has created, including families who feel their child has become themselves again after a few months in the program.

This role is responsible for turning that momentum into a brand that inspires trust from millions of families making one of the most important decisions of the year: choosing their child’s school.

You will own Primer’s full brand surface area, from the overarching narrative to individual assets spanning visual identity, photography, film, and copy. You will build on the current brand foundation already visible on Primer’s website and extend it into the next phase of the company’s growth.

What Makes This Role Distinct

• The brand needs to feel both ambitious and welcoming. A one-note luxury posture or a purely broad-access approach will not work here.
• The organization operates as a central brand and marketing function alongside many local campus teams, and the brand must scale in a way that supports and empowers those campus-level leaders.
• You will need a sophisticated sense of how Primer fits into the wider education landscape. Education is a highly opinionated space, and shaping public perception well could make this one of the defining American brands in the category.

Responsibilities

• Own Primer’s positioning and core story, including what the brand stands for, where it belongs in the education landscape, and the values it represents or rejects.
• Develop the brand standards that govern tone of voice, language, and visual identity so they are practical for teams to use in day-to-day work.
• Create a scalable local brand system for the many educators and campus teams who represent Primer directly to families.
• Design a lightweight operating model that keeps public-facing work consistent without turning every asset into a lengthy approval process.
• Work closely with Growth, Admissions, and Product to define the messaging, identity, and creative standards used across marketing, admissions, and the product experience.
• Help establish the foundation for employer branding and public relations so the company’s story resonates with parents, prospective staff, and the broader public.

What We’re Looking For

• A strong builder who enjoys creating systems and understands the complexity of managing a central brand with many local representatives.
• Someone who has delivered high-quality work with limited resources and still maintained a strong standard.
• A brand leader with experience creating brands that feel aspirational and accessible at the same time, especially for mainstream American families.
• A sharp writer and editor with strong creative judgment, able to set and uphold voice and language standards.
• Someone who can protect the quality bar without becoming difficult to work with, and who knows how to push back constructively.
• A genuine leader who treats families, students, and teachers with care and seriousness in every market the company serves.

Why This May Not Be the Right Fit

• This is not a pure executive seat today; it is a hands-on role focused on building the brand foundation rather than running a large, scaled marketing organization.
• The role does not own acquisition, conversion, or enrollment performance; those responsibilities sit with Growth.
• If your preferred approach is to personally approve everything, this role will likely feel frustrating because its purpose is to remove bottlenecks rather than create them.

Company Values and Working Philosophy

Primer is mission-driven and believes its mission is the most powerful way to create positive impact. In support of that focus, the company keeps work centered on mission execution and does not engage in social or political activism at work when it is unrelated to the mission. Candidates who are energized by that approach may find a strong fit here.