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 plus
• 7-10+ years of related experience in the media space
• 5+ years of media experience in digital, programmatic, and innovation
• 5+ years of experience leading and mentoring a team
• Experience successfully setting agency and media landscape direction, including agency-wide initiatives, evolving how teams go to market, and driving industry-changing thinking
• Demonstrated leadership, indicating earned respect and trust in your relationships among all levels of a business, both internally and externally
• Excellent reputation in influencing, coaching and leading teams through changing landscape and the evolution to digital
• Extensive experience in media strategy, planning, and buying across multiple media channels
• Robust knowledge of media and the media landscape, with a deep understanding of media best practices
• Proven experience in managing and coordinating a marketing plan across multiple franchisee stakeholders, with the ability to additionally address local needs
• Ability to translate, understand, guide, and evaluate media analytics tools and technology to ensure they will build and deliver more effective media plans
• Strong negotiation skills
• Highly collaborative, strategic team-player with strong perceptions on innovation, evolution, and measurement
• Possess a strong, analytical mindset to lead campaigns rooted in data and insights
• Has a passion for media strategy, planning, activation, and analysis
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives
• 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 skills including the ability to build teams, motivate, guide, and mentor
• 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!

• Hybrid work schedule out of our Hampton, NH Club Support Center
• Competitive salaries and comprehensive benefits package, including medical, pharmacy, dental and vision benefits
• Generous vacation/holiday pay
• Volunteer days off 
• 401(k) Retirement
• Employee Stock Purchase Program
• Childcare reimbursement
• Pet care reimbursement
• Tuition reimbursement
• Free learning and development programs
• Discount programs, including vacations, theme parks, shopping, meal delivery services & much more
• Company-sponsored social events
• Free Black Card membership and fun exercise incentives
• Access to our private gym at the Hampton, NH Club Support Center, complete with locker rooms and Black Card area
• Delicious, healthy breakfast and lunch options served at our Club Support Center café

Note 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.