Sr. Director, Media Strategy and Marketing Tech

About Us

Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. We have over 2,700+ stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia, and Spain. 90% of Planet Fitness stores are owned and operated by independent franchisees.

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!

The Sr. Director, Media Strategy and Marketing Tech will direct and oversee the day-to-day strategic planning for Planet Fitness media initiatives. This role will develop media briefs through multiple partnerships, build media strategies and craft holistic stories to reach business goals and lead campaign work that is rooted deep in data and insights. The Sr. Director, Media Strategy and Marketing Tech will also partner with multiple teams within and outside the organization to create, deliver, and uphold Planet Fitness media strategy and marketing technology success.

This role is expected to work our hybrid schedule out of our Hampton, NH office.

• Directs and oversees our national media strategy from plan to execution with a holistic media perspective to reach business goals while ensuring local nuances and needs are incorporated. Including establishing key media thresholds for optimal media channel mix, geography, reach, frequency, and media flighting as well as first-to-market media strategies increasing scale, brand relevance and impact.
• Remains informed and advises on local media strategy from plan to execution, collaborating with franchisee groups and their agencies on how to complement national media and deliver on wholistic marketing goals.
• Develops media briefs in partnership with Brand, Brand Strategy, Creative, Research/Analytics, and Content teams.
• Builds and maintains media strategy, according to briefing parameters and larger Enterprise needs, as they arise and evolve.
• Directs utilization of Planet Fitness first-party data for media targeting, including management of tech stack used to share targeting IDs with Agencies.
• Crafts holistic stories for detailed media recommendations by channeling expert information that aligns with future vetting and the overall narrative.
• Creates a comprehensive, quarterly testing roadmap to accelerate learnings with key hypotheses, learning goals, measurement plan and reporting, while ensuring the media plan progressively improves.
• Partners closely with our Agencies & Analytics teams to measure, track, and report media performance, including contribution to Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) utilization.
• Leads and builds incremental funding business cases to improve the National & Local media business impact.
• Negotiates and manages vendor contracts and pricing.
• Manages verification and approval of nationally funded media, ensuring internal…