Director, Marketing Analytics

Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the world by number of members and locations. As of March 31, 2026, Planet Fitness had approximately 21.5 million members and 2,909 clubs in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia and Spain. The Company’s mission is to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. Approximately 90% of Planet Fitness clubs are owned and operated by independent business owners.

At Planet Fitness, our unique mission has always been to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment. And we’re proud of the amazing Planet Fitness team that supports our clubs and team members. They are comprised of dynamic, dedicated, and talented individuals who represent our values of integrity, transparency, passion, respect, and excellence (while having fun!) in everything they do.

Joining the PF family means being part of a company that cares about bettering the health and wellbeing of our communities. It means being a part of a supportive, engaging workforce with an inclusive culture that values diversity and creates an environment where everyone can feel they belong. It means encouraging professional growth and development. It means making true, lasting connections with your co-workers with celebrations, team building activities and engaging corporate events! It means creating a positive impact in our local communities through our Judgement Free Generation® philanthropic initiative. It means being part of a brand that you can be proud of!

For the past 30 years, we’ve helped millions of people in their fitness journey and revolutionized the industry along the way. And we’re just getting started!

Reporting to the Vice President of Enterprise Analytics, the Director, Marketing Analytics will serve as the primary analytics partner to the Marketing organization responsible for building enterprise-wide marketing analytics solutions that improve marketing performance, member growth, and business outcomes.

This role will be responsible for delivering descriptive and predictive analytics, performance measurement, and decision-support capabilities that enable Marketing leaders to make informed, data-driven decisions. Working closely with Marketing, Operations, Finance, Technology, and Enterprise Analytics stakeholders, the Director will establish scalable, analytics products to guide decisions, improve visibility into key performance drivers, and promote the adoption of these standardized analytics tools and processes.

The Director will play a critical role in advancing Planet Fitness' analytics maturity by replacing fragmented insights and analytics practices with scaled analytics solutions that improve decision-making and organizational performance.

The ideal candidate combines strong business acumen, proven experience building analytics products to drive enterprise-level marketing operations, analytical and data science expertise, stakeholder management skills, and a proven track record of partnering with senior leaders to drive measurable business impact.

This role follows a hybrid schedule and requires regular, in-person work at our Boston, MA or Hampton, NH office. Our hybrid model is M/T/W in office and TH/F are optional work-from-home. Candidates must reside within commuting distance of one of these locations. Fully remote work is not available for this role.

Functional Analytics Leadership

• Serves as the primary analytics partner to Marketing leadership, creating data-driven recommendation solutions that support strategic and operational decisions.
• Develops and executes a marketing analytics product roadmap aligned with enterprise priorities and business objectives.
• Builds scalable marketing analytics products focused on member acquisition, member retention, member LTV, measurement, and other analytics priorities
• Identifies key business drivers, performance opportunities, and emerging trends that influence member growth and brand performance.
• Acts as the subject matter expert on marketing analytics products for decision support and performance measurement.

Marketing Performance Analytics

• Analyzes marketing performance across acquisition, retention, digital, brand, and local marketing initiatives.
• Supports annual planning, forecasting, and investment decisions through data-driven analysis and scenario modeling.
• Leads the digital analytics strategy by developing scalable measurement frameworks, KPIs, and reporting standards that support enterprise priorities while enabling Corporate Club Marketing and franchisee performance improvement.
• Partners with Corporate Club Marketing, Franchise Marketing, and external agency partners to establish consistent measurement methodologies, performance metrics, and reporting frameworks that enable standardized evaluation of national, regional, and local marketing initiatives across the Planet Fitness system.
• Translates customer, media, and sales data into actionable insights that help corporate teams and franchise partners optimize marketing investments, improve member engagement, and drive revenue growth across markets.
• Partners across Brand, Field Marketing, Operations, Technology, CRM, Media, and Franchisee stakeholders to connect data across digital channels, customer platforms, local marketing programs, and business systems into a clear view of marketing and business performance.

Reporting, KPI Management & Analytics Adoption

• Establishes and maintain functional KPIs, scorecards, dashboards, and performance reporting that support business accountability.
• Drives adoption of analytics products and self-service reporting capabilities across Marketing and business stakeholders.
• Partners with stakeholders to replace manual reporting processes, locally developed spreadsheets, and legacy reporting dependencies with scalable enterprise solutions.
• Promotes consistent use of data definitions, metrics, and reporting methodologies.
• Delivers timely, accurate, and actionable reporting that supports decision-making at all levels of the organization.

Cross-Functional Business Partnership

• Collaborates with Operations, Finance, Technology, and Enterprise Analytics teams to align reporting, measurement, and business priorities.
• Analyzes relationships between marketing performance, membership trends, operational metrics, and financial results.
• Supports cross-functional initiatives through business case development, performance analysis, and outcome measurement.
• Presents findings and recommendations to senior leaders in a clear and actionable manner.
• Acts as a liaison between business stakeholders and Enterprise Analytics resources.

Continuous Improvement & Analytics Enablement

• Identifies opportunities to improve reporting efficiency, data accessibility, and analytics effectiveness.
• Recommends enhancements to reporting tools, dashboards, and measurement methodologies that improve business outcomes.
• Supports implementation of new analytics capabilities, technologies, and reporting solutions within the Marketing function.
• Champions best practices that increase analytics adoption and organizational effectiveness.
• Contributes to the ongoing maturity and scalability of the Enterprise Analytics function.

Team Leadership & Development

• Establishes priorities, drive alignment, and influence decision-making across Marketing, Enterprise Analytics, and other key business functions.
• Fosters a culture of collaboration, accountability, continuous learning, and data-driven decision-making.
• Promotes adoption of analytics tools, reporting solutions, and best practices across the organization.
• Partners with Enterprise Analytics leadership to support the development and maturity of analytics capabilities, processes, and standards.
• Shares knowledge and analytical expertise to elevate organizational understanding and use of data in decision-making.
• Contributes to future analytics team development and capability-building initiatives as the function continues to evolve.

• Bachelor's degree in Analytics, Statistics, Data Science, or a related field, Master's preferred
• 7+ years of progressive experience in marketing analytics, digital analytics, customer analytics, business intelligence, or related disciplines
• 5+ years of experience leading analytics teams and partnering with senior marketing and business leaders
• Demonstrated success in building marketing insights and analytics products that unlock actionable recommendations to drive growth, improve decision-making, and influence business outcomes
• Deep expertise in marketing measurement, campaign performance analysis, attribution methodologies, customer segmentation, and marketing ROI evaluation in the context of multi-channel marketing
• Strong understanding of customer acquisition, retention, engagement, conversion optimization, and lifetime value modeling; hands-on experience building these models is highly desired
• Experience developing KPI frameworks, executive dashboards, scorecards, and self-service reporting solutions that improve visibility into marketing performance and business results
• Expertise in database, analytics, modeling, and marketing platforms and tools including snowflake, SQL, python, Adobe Analytics, Google Analytics 4, or similar
• Ability to synthesize large and complex datasets into clear, actionable insights that support strategic and operational decision-making
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives and manage multiple projects simultaneously
• Exceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executives
• Able to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally
• Creative, progressive, thought leadership with the ability to influence at all levels of the organization
• Excellent leadership and people management skills including the ability to build, motivate, guide, and mentor teams to achieve ambitious goals
• Possess a results-driven entrepreneurial mindset, demonstrating initiative and creativity
• Demonstrated strategic thinking, creative problem-solving, and organizational leadership skills
• Exhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environment
• Cooperative team player with an upbeat, positive, “can-do” attitude!

Planet Fitness cares about you and your well-being. We offer a comprehensive benefits package to eligible employees which includes the core medical, dental, vision, life and disability as well as supplemental accident, hospital and critical illness coverage options. In addition, we are proud to offer eligible employees a generous time off program (including volunteer time), childcare reimbursement, paid parental leave, pet care reimbursement, tuition reimbursement, free Black Card membership, learning and development programs and a whole host of engagement activities. We offer a 401(k) Plan with safe harbor employer matching and an employee stock purchase plan. This role is also eligible to participate in an annual corporate bonus incentive program based on company financial and personal performance.

The salary for MA-based and NH-based employees hired into this role will be aligned with the range below. This is a good faith estimate, and the amount of base salary will correspond with a candidate’s professional experience, qualifications and internal equity.

Annual Base Salary Range: $190,000-$230,000

Note to Applicants: We have been made aware of an increasing number of hiring fraud schemes across numerous platforms. Planet Fitness never requires advance payments of any kind for computer equipment or any other purpose at the start of employment. Any request for you to provide payment information during the application process is part of a fraud scheme. Further, we recommend that you do not provide sensitive personal information (SSN, DOB, driver’s license number) as part of the initial application process.