Sr. Director, Media Strategy and Marketing Tech

Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. We have over 2,700+ stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia, and Spain. 90% of Planet Fitness stores are owned and operated by independent franchisees.At Planet Fitness, our unique mission has always been to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment. And we’re proud of the amazing Planet Fitness team that supports our clubs and team members. They are comprised of dynamic, dedicated, and talented individuals who represent our values of integrity, transparency, passion, respect, and excellence (while having fun!) in everything they do.Joining the PF family means being part of a company that cares about bettering the health and wellbeing of our communities. It means being a part of a supportive, engaging workforce with an inclusive culture that values diversity and creates an environment where everyone can feel they belong. It means encouraging professional growth and development. It means making true, lasting connections with your co-workers with celebrations, team building activities and engaging corporate events! It means creating a positive impact in our local communities through our Judgement Free Generation® philanthropic initiative. It means being part of a brand that you can be proud of!For the past 30 years, we’ve helped millions of people in their fitness journey and revolutionized the industry along the way. And we’re just getting started!The Sr. Director, Media Strategy and Marketing Tech will direct and oversee the day-to-day strategic planning for Planet Fitness media initiatives. This role will develop media briefs through multiple partnerships, build media strategies and craft holistic stories to reach business goals and lead campaign work that is rooted deep in data and insights. The Sr. Director, Media Strategy and Marketing Tech will also partner with multiple teams within and outside the organization to create, deliver, and uphold Planet Fitness media strategy and marketing technology success.This role is expected to work our hybrid schedule out of our Hampton, NH office.Directs and oversees our national media strategy from plan to execution with a holistic media perspective to reach business goals while ensuring local nuances and needs are incorporated. Including establishing key media thresholds for optimal media channel mix, geography, reach, frequency, and media flighting as well as first-to-market media strategies increasing scale, brand relevance and impact.Remains informed and advises on local media strategy from plan to execution, collaborating with franchisee groups and their agencies on how to complement national media and deliver on wholistic marketing goals.Develops media briefs in partnership with Brand, Brand Strategy, Creative, Research/Analytics, and Content teams.Builds and maintains media strategy, according to briefing parameters and larger Enterprise needs, as they arise and evolve.Directs utilization of Planet Fitness first-party data for media targeting, including management of tech stack used to share targeting IDs with Agencies.Crafts holistic stories for detailed media recommendations by channeling expert information that aligns with future vetting and the overall narrative.Creates a comprehensive, quarterly testing roadmap to accelerate learnings with key hypotheses, learning goals, measurement plan and reporting, while ensuring the media plan progressively improves.Partners closely with our Agencies & Analytics teams to measure, track, and report media performance, including contribution to Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) utilization.Leads and builds incremental funding business cases to improve the National & Local media business impact.Negotiates and manages vendor contracts and pricing.Manages verification and approval of nationally funded media, ensuring internal accounts payable process and documentation is followed.Stays up-to-date and bring forth the best practices of current industry trends, focused on new distribution channels (i.e., new social media platforms).Exhibits an innate curiosity and a contagious “can do” leadership style that inspires confidence and collaboration among cross-functional teams.Outshines at leading, collaborating, and inspiring internal and external teams of media experts, agencies, and cross-functional partners to ensure strong go-to marketing and brand-building initiatives.Bachelor’s Degree required, with a concentration in Marketing, Communications, or a related field, preferred. MBA a plus7-10+ years of related experience in the media space5+ years of media experience in digital, programmatic, and innovation5+ years of experience leading and mentoring a teamExperience successfully setting agency and media landscape direction, including agency-wide initiatives, evolving how teams go to market, and driving industry-changing thinkingDemonstrated leadership, indicating earned respect and trust in your relationships among all levels of a business, both internally and externallyExcellent reputation in influencing, coaching and leading teams through changing landscape and the evolution to digitalExtensive experience in media strategy, planning, and buying across multiple media channelsRobust knowledge of media and the media landscape, with a deep understanding of media best practicesProven experience in managing and coordinating a marketing plan across multiple franchisee stakeholders, with the ability to additionally address local needsAbility to translate, understand, guide, and evaluate media analytics tools and technology to ensure they will build and deliver more effective media plansStrong negotiation skillsHighly collaborative, strategic team-player with strong perceptions on innovation, evolution, and measurementPossess a strong, analytical mindset to lead campaigns rooted in data and insightsHas a passion for media strategy, planning, activation, and analysisExtremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectivesExceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executivesAble to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externallyCreative, progressive, thought leadership with the ability to influence at all levels of the organizationExcellent leadership skills including the ability to build teams, motivate, guide, and mentorPossess a results-driven entrepreneurial mindset, demonstrating initiative and creativityDemonstrated strategic thinking, creative problem-solving, and organizational leadership skillsExhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environmentCooperative team player with an upbeat, positive, “can-do” attitude!Hybrid work schedule out of our Hampton, NH Club Support CenterCompetitive salaries and comprehensive benefits package, including medical, pharmacy, dental and vision benefitsGenerous vacation/holiday payVolunteer days off401(k) RetirementEmployee Stock Purchase ProgramChildcare reimbursementPet care reimbursementTuition reimbursementFree learning and development programsDiscount programs, including vacations, theme parks, shopping, meal delivery services & much moreCompany-sponsored social eventsFree Black Card membership and fun exercise incentivesAccess to our private gym at the Hampton, NH Club Support Center, complete with locker rooms and Black Card areaDelicious, healthy breakfast and lunch options served at our Club Support CentercaféNote to Applicants:We have been made aware of an increasing number of hiring fraud schemes across numerous platforms. Planet Fitness never requires advance payments of any kind for computer equipment or any other purpose at the start of employment. Any request for you to provide payment information during the application process is part of a fraud scheme. Further, we recommend that you do not provide sensitive personal information (SSN, DOB, driver’s license number) as part of the initial application process.

Created: 2025-10-04