Director, Marketing Analytics

Planet Fitness•Boston, MA

1d•$190,000 - $230,000•Hybrid

About The Position

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.

Requirements

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!

Nice To Haves

Master's degree

Responsibilities

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.
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.
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.
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.
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.
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.