Director, Marketing Analytics & Data Science

Planet Fitness•Boston, MA

2d•Hybrid

About The Position

Reporting to the Vice President of Enterprise Analytics, the Director, Marketing Analytics & Data Science serves as the primary analytics partner to the Marketing organization responsible for building enterprise-wide marketing analytics, predictive models, and data science capabilities that improve marketing performance, member growth, and business outcomes. Leading a team of Analysts and Data Scientists, this role delivers descriptive, diagnostic, predictive, and data science solutions that empower Marketing leaders to make informed, data-driven decisions. Working cross-functionally with Marketing, Operations, Finance, Technology, and Enterprise Analytics, the Director will develop scalable analytics solutions, predictive models, experimentation frameworks, and performance measurement capabilities that improve visibility into marketing performance and support enterprise decision-making. The Director will play a critical role in advancing Planet Fitness' analytics maturity by replacing fragmented reporting and one-off analyses with standardized analytics solutions, predictive insights, and modern data science methodologies that improve decision-making and organizational performance. The ideal candidate combines strong business acumen and proven experience building enterprise marketing analytics capabilities. 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.

Requirements

Bachelor's degree in Business, Marketing, Analytics, Statistics, Data Science, Economics, Computer Science, Mathematics, or a related quantitative field; Master's degree in Business Analytics, Data Science, Statistics, Economics, or a related discipline
8+ years of progressive experience in marketing analytics, marketing science, customer analytics, digital analytics, business intelligence, data science, or related analytical disciplines
5+ years of experience leading analytics teams and partnering with senior marketing and business leaders to influence strategic decision-making
Demonstrated success building scalable marketing analytics products, predictive models, and decision-support capabilities that drive measurable 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
Experience developing predictive models supporting customer acquisition, retention, customer lifetime value (LTV), forecasting, propensity modeling, and marketing investment optimization
Strong understanding of statistical analysis, experimental design (A/B testing, incrementality, geo-lift, holdout testing), and the application of data science methodologies to solve complex business problems
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!

Responsibilities

Serves as the primary analytics and data science partner to Marketing leadership, creating data-driven recommendations that support strategic and operational decisions.
Develops and executes a marketing analytics & data science product roadmap aligned with enterprise priorities and business objectives.
Leads the development of scalable analytics products, predictive models, and decision-support capabilities focused on member acquisition, retention, lifetime value, marketing effectiveness, and business growth.
Identifies emerging trends, champions modern analytics methodologies, and drives adoption of data-driven decision-making across the Marketing organization.
Analyzes marketing performance across acquisition, retention, digital, brand, and local marketing initiatives.
Develops predictive models, experimentation frameworks, and advanced measurement methodologies to optimize marketing investments, improve member acquisition and retention, and maximize marketing performance.
Supports annual planning, forecasting, and investment decisions through data-driven analysis, financial modeling and scenario modeling.
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.
Transforms customer, marketing, media, operational, and financial data into actionable insights that improve member growth, marketing effectiveness, and enterprise decision-making.
Establishes enterprise KPIs, executive dashboards, scorecards, and self-service reporting solutions that improve business visibility, accountability, and decision-making.
Standardizes reporting methodologies, data definitions, and governance while replacing manual reporting, spreadsheets, and legacy reporting solutions with scalable enterprise analytics reporting and analytics solutions.
Partners with Marketing, Operations, Finance, Technology, and Enterprise Analytics leaders to align business priorities, analytics strategies, and performance measurement.
Analyzes relationships between marketing performance, membership trends, operational metrics, and financial results.
Supports cross-functional initiatives through advanced analytics, business case development, financial modeling, performance analysis, and outcome measurement.
Continuously improves analytics capabilities by enhancing reporting, predictive models, experimentation methodologies, AI-enabled tools, and data accessibility.
Champions best practices that increase analytics adoption and organizational effectiveness.
Contributes to the ongoing maturity and scalability of the Enterprise Analytics function.
Leads, coaches, and develops a high-performing team of Analysts and Data Scientists, fostering technical excellence, innovation, and strong business partnership.
Establishes priorities, provides guidance on analytical methodologies, and ensures high-quality delivery of analytics products and data science solutions.
Partners with Enterprise Analytics leadership to support the development and maturity of analytics capabilities, processes, and standards.