Director of Analytics, Customer

Position: Director of Analytics, Customer & Growth

Director of Analytics, Customer & Growth

Purpose Brands, the parent company of Orange theory, Anytime Fitness, Waxing the City, The Bar Method, and Basecamp Fitness, is seeking a Director of Analytics to lead our analytics strategy across customer engagement and acquisition. This role shapes data‑driven decisions that grow our member base through efficient acquisition and effective engagement.

Overview

The director partners with senior brand and marketing leadership to translate business strategy into analytics priorities. The role builds and owns advanced analytics capabilities, champions data‑informed decision making, and partners with engineering to build the underlying data infrastructure.

Duties & Essential Functions Customer & Growth Analytics Strategy

• Develop and own the strategic vision for Customer Analytics and Acquisition Analytics.
• Partner with senior brand and marketing leaders to translate strategy into analytics priorities.
• Design comprehensive measurement frameworks spanning the full customer lifecycle.
• Lead the development of advanced analytics capabilities such as marketing attribution modeling, customer lifetime value modeling, churn prediction, and segmentation.
• Identify strategic data assets and partner with engineering on infrastructure and architecture.
• Champion data–informed decision making and democratization of data access.
• Take on complex analyses with enterprise‑wide impact.
• Ensure data and analytics integrity across domains.

Performance Expectations

• Provide thought leadership and strategic direction to senior leadership.
• Anticipate future business needs and build analytics capabilities proactively.
• Ensure insights withstand executive scrutiny and use sound methodology.
• Be recognized as a trusted strategic partner shaping business strategy.
• Provide strategic context to engineering and technology partners.

Recruiting & Team Development

• Lead and develop a team of BI analysts/managers across customer and acquisition analytics.
• Identify needed capabilities, develop job descriptions, and partner with HR on recruiting.
• Coach team members on business understanding, analysis, teamwork, and communication.
• Ensure each direct report has a development plan and receives quarterly feedback.
• Allocate team members to projects based on skill and growth goals.

COE / Initiatives Leadership

• Own and evolve the charters for the Centers of Excellence.
• Propose initiatives to senior leadership and prioritize resources.
• Develop multi‑year roadmaps for analytics deliverables.
• Work with engineering to build data models that improve productivity.
• Partner with product teams on data‑driven solutions.
• Lead initiatives from discovery to delivery, removing obstacles.

Qualifications & Experience

• 10+ years in analytics, deep in marketing/acquisition and/or customer analytics.
• 5+ years in analytics management, including managing managers.
• Expertise in customer lifecycle analytics: funnel optimization, attribution, LTV modeling, churn analysis, segmentation.
• Experience designing and analyzing A/B tests for marketing, pricing, and engagement.
• Strong foundation in statistics, experimental design, predictive modeling.
• Experience leading multiple projects simultaneously.
• BS/BA in a quantitative field; MBA or advanced degree preferred.
• Proficiency in SQL; familiarity with Python, R, and BI platforms (Power BI, Tableau).

Skills & Abilities

• Translate complex analytics into actionable executive messages.
• Influence without authority; excellent collaboration and communication.
• Strategic thinker connecting insights to business outcomes.
• Motivate, coach, and lead analysts at multiple levels.
• Make decisions in ambiguous situations with independent judgment.

Benefits

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Fridays off between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In‑house workout facilities
• Professional Development Opportunities
• Team Building and Employee Engagement Activities

Work Schedule

• Remote optional:
  Wednesdays and Fridays
• On‑site:
  Mondays, Tuesdays, and Thursdays

Diversity,…