About the role
About Primer Primer is a growing network of K–8 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.
About
the role 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 we’ve 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 we’re 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 child’s school. You will own the entire surface area of Primer’s brand — from our big-picture narrative to individual brand assets across visual design, photography, film content, and copy. You’ll inherit our existing brand systems, which you see today across Primer.com , and be tasked with growing this foundation into the future of Primer’s 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 won’t 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, you’ll 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.