Sr. Manager, Lifecycle Management

Planet Fitness • Hampton, NH

9h • Hybrid

About The Position

The Sr. Manager, Lifecycle Management guides Planet Fitness’ best-in-class CRM and lifecycle marketing programs, with a strong emphasis on automated, data-driven customer journeys and local franchisee enablement. This role partners closely with internal stakeholders, franchisees, and agency partners to design, execute, and optimize lifecycle strategies that drive engagement, conversion, and long-term member value across owned channels.
The Sr. Manager oversees consumer-facing lifecycle strategy at the national level while leading scalable local activation frameworks and franchisee education to ensure consistent, on-brand execution across markets.
This role supports lifecycle strategy and execution across North America, partnering with teams and franchise stakeholders in the U.S., Canada, and Mexico to ensure automated lifecycle programs are scalable, compliant, and adaptable to local market needs.
This role follows a hybrid schedule and requires regular, in-person work at our 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 our office. Fully remote work is not available for this role.

Requirements

• Bachelor’s degree in marketing, Business, Communications, Information Systems, or a related field, or equivalent practical experience
• 7+ years of experience in lifecycle marketing, web production, digital marketing, CRM, and content management
• Proven experience designing and executing automated, multi-channel lifecycle programs at scale
• Strong experience with Salesforce Marketing Cloud, CMS, HTML, Google Analytics,
• Ability to handle a variety of tactical marketing/CRM tasks as well as contribute to the marketing strategy
• Exceptional interpersonal skills with a proven background managing inter-agency relationships
• Comfortable speaking in public/delivering presentations
• Excellent collaborator with ability to influence stakeholders and lead projects to completion from beginning to end
• 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
• Creative, progressive, thought leadership with the ability to influence at all levels of the organization
• Excellent leadership skills including the ability to build teams, motivate, guide, and mentor
• Dedicated learner with a natural curiosity for consistent growth
• 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!
• Ability to be crisis-ready, including flexibility to work evenings, weekends, and holidays as needed

Nice To Haves

• UX or customer journey design experience, strongly preferred
• Google Analytics certification and experience with Drupal CMS, preferred

Responsibilities

• Owns the strategy, planning, and execution of multi-channel lifecycle journeys (email, app, SMS) aligned to the national CRM strategy
• Leads the development of automated lifecycle frameworks that support acquisition, onboarding, engagement, retention, and reactivation
• Ensures lifecycle and local CRM strategies complement broader brand initiatives and business priorities
• Supports lifecycle strategy execution across North America, ensuring journeys are scalable and adaptable to U.S., Canada, and Mexico market needs
• Partners closely with the data and product teams to support lifecycle use cases and evolving data needs
• Monitors and maintains data flows between the Customer Profile and Salesforce Marketing Cloud (SFMC)
• Builds, tests, and automates data imports from multiple data sources into SFMC
• Troubleshoots data issues and supports continuous improvement of lifecycle capabilities
• Establishes lifecycle frameworks, campaign documentation, QA processes, and reporting standards
• Manages program calendars and ensures alignment with the broader brand calendar to avoid duplication or misaligned messaging
• Partners with Brand and Creative teams to ensure all communications are on-brand and adhere to established guidelines
• Develops and executes scalable templates and creative assets for local activations across owned channels
• Conducts ongoing performance analysis of lifecycle and local CRM programs, identifying opportunities to optimize engagement and conversion
• Provides strategic guidance, support, and training to field marketing and franchise partners
• Develops and delivers education, best practices, and enablement tools to drive consistent execution across markets
• Partners with regional and international stakeholders to deliver lifecycle education, best practices, and enablement that support consistent execution across markets
• Provides complementary support to the web team as needed, including:
• Troubleshooting franchise-related issues with club pages and landing pages
• Supporting local event and campaign pages
• Collaborating cross-functionally on new web components, requirements, and UI/UX concepts
• Limited ad hoc HTML/CSS support as required

Benefits

• Planet Fitness cares about you and your well-being. We offer a comprehensive benefits package to eligible employees which includes the core medical, dental, vision, life and disability as well as supplemental accident, hospital and critical illness coverage options.
• In addition, we are proud to offer eligible employees a generous time off program (including volunteer time), childcare reimbursement, paid parental leave, pet care reimbursement, tuition reimbursement, free Black Card membership, learning and development programs and a whole host of engagement activities.
• We offer a 401(k) Plan with safe harbor employer matching and an employee stock purchase plan.
• This role is also eligible to participate in an annual corporate bonus incentive program based on company financial and personal performance.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager