Sr. Manager, Creative

Overview

The Sr. Manager, Performance Creative DCO, reporting to the Director, Brand Marketing, will be responsible for leading the development and evolution of personalized creative and Dynamic Creative Optimization for Planet Fitness. This role sits at the intersection of creative strategy, data, and copywriting—bringing automation at scale to how our brand shows up across channels with personalized, dynamic, and conversion-focused content. You’ll manage the planning, production, testing, logic, launch, and optimization of creative assets that drive consideration and growth of our membership.

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.

• Lead creative strategy and development across digital paid media and landing pages, ensuring creative assets are data-informed, brand-aligned, and optimized to drive KPIs.
• Develop and manage our Dynamic Creative Optimization (DCO) program, partnering with internal teams and external vendors to launch, test, and refine personalized creative variations at scale.
• Use audience insights, brand RTBs, and performance data to oversee creative development, ensuring content resonates across segments and exemplifies creative excellence.
• Drive collaboration across Brand, Media, and CRM teams to develop and review creative designed for distinct target audiences.
• Align creative concepts and oversee copywriting to reflect media targeting, formats, and specific opportunities while maintaining brand standards and tone.
• Seek out automation opportunities, stay ahead of digital trends, creative technology, automation tools, and emerging personalization techniques.
• Partner with Media, Analytics, and Technology teams to ensure creative strategies are integrated, data-enabled, and technically sound for dynamic delivery.
• Establish and manage a creative testing roadmap, including A/B and multivariate tests, to continually improve engagement and performance.
• Own creative performance reporting, turning results and learnings into actionable insights and compelling senior-level presentations.
• Own key program documents, including briefs, statuses, and budget trackers.

• Bachelor’s degree in Marketing, Advertising, Communications, or related field preferred.
• 7+ years of experience in creative automation or digital marketing, ideally for a national consumer or multi-location brand.
• Proven track record of standing up and managing Dynamic Creative Optimization (DCO) programs with platforms such as Google Marketing Platform, Innovid/Flash talking, Clinch, Smartly, Meta, or The Trade Desk, required.
• Deep understanding of creative data feeds, dynamic templates, and audience-based creative personalization.
• Ability to build strong relationships with creative, media, and technology partners, translating complex data into clear creative direction.
• Ability to understand dynamic ad platforms, data integrations, and production workflows that bring personalized creative to life.
• Highly capable of managing multiple projects, deadlines, and stakeholders independently, with confidence, clarity, and quality of craft.
• Ability to stay ahead of industry trends, embrace change, and view every campaign as an opportunity to learn and evolve.
• Analytical meets Creative:
  You’re equally comfortable interpreting performance dashboards and brainstorming creative concepts and copy.
• Curious and Experimental:
  You thrive on testing, learning, and optimizing—always looking for new ways to improve engagement and efficiency.
• Naturally proactive and solutions-oriented.
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives.
• Excellent presentation and communication skills along with the ability to communicate effectively across all levels of the organization.
• Able to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally.
• Excellent…