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. Manager, Performance Creative, reporting to the Director, Brand Marketing, will be responsible for leading the development and evolution of personalized creative and Dynamic Creative Optimization for Planet Fitness. 
This role sits at the intersection of creative strategy, data, and copywriting—bringing automation at scale to how our brand shows up across channels with personalized, dynamic, and conversion-focused content. You’ll manage the planning, production, testing, logic, launch, and optimization of creative assets that drive consideration and growth of our membership. 

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.

• Lead creative strategy and development across digital paid media and .com landing pages, ensuring creative assets are data-informed, brand-aligned, and optimized to drive KPIs. 
• Develop and manage our Dynamic Creative Optimization (DCO) program, partnering with internal teams and external vendors to launch, test, and refine personalized creative variations at scale. 
• Use audience insights, brand RTBs, and performance data to oversee creative development, ensuring content resonates across segments and exemplifies creative excellence. 
• Drive collaboration across Brand, Media, and CRM teams to develop and review creative designed for distinct target audiences. 
• Align creative concepts and oversee copywriting to reflect media targeting, formats, and specific opportunities while maintaining brand standards and tone. 
• Seek out automation opportunities, staying ahead of digital trends, creative technology, automation tools, and emerging personalization techniques. 
• Partner with Media, Analytics, and Technology teams to ensure creative strategies are integrated, data-enabled, and technically sound for dynamic delivery. 
• Establish and manage a creative testing roadmap, including A/B and multivariate tests, to continually improve engagement and performance. 
• Own creative performance reporting, turning results and learnings into actionable insights and compelling senior-level presentations. 
• Own key program documents, including briefs, statuses, and budget trackers. 

• Bachelor’s degree in Marketing, Advertising, Communications, or related field preferred
• 7+ years of experience in creative automation or digital marketing, ideally for a national consumer or multi-location brand
• Proven track record of standing up and managing Dynamic Creative Optimization (DCO) programs with platforms such as Google Marketing Platform, Innovid/Flashtalking, Clinch, Smartly, Meta, or The Trade Desk
• Deep understanding of creative data feeds, dynamic templates, and audience-based creative personalization
• Ability to build strong relationships with creative, media, and technology partners, translating complex data into clear creative direction
• Ability to understand dynamic ad platforms, data integrations, and production workflows that bring personalized creative to life
• Highly capable of managing multiple projects, deadlines, and stakeholders independently, with confidence, clarity, and quality of craft
• Ability to stay ahead of industry trends, embrace change, and view every campaign as an opportunity to learn and evolve
• Analytical meets Creative: You’re equally comfortable interpreting performance dashboards and brainstorming creative concepts and copy
• Curious and Experimental: You thrive on testing, learning, and optimizing- always looking for new ways to improve engagement and efficiency
• Naturally proactive and solutions-oriented
• 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
• 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!
• Passion for health, fitness, and helping people achieve their goals

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.

The salary for NH and MA-based employees hired into this role will be aligned with the range below. This is a good faith estimate, and the amount of base salary will correspond with a candidate’s professional experience, qualifications and internal equity.

Annual Base Salary Range: $110,000-$135,000

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.