VP, Brand Marketing

Job Locations US-NH-Hampton
Job ID
Full Time
Planet Fitness World Headquarters
Zip: Postal Code

About Us

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 2,400+ stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, and Australia. More than 90% of Planet Fitness stores are owned and operated by independent business men and women.


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 VP of Brand Marketing will be responsible for leading and implementing the brand strategy and evolution of the Planet Fitness brand. In this role, you will lead a customer-centric, world-class brand marketing team focused on building brand love, cultural relevance, and memorable strategies and tactics to create long-term equity of the Planet Fitness brand.


As a strategic, creative and operationally driven leader, our VP of Brand Marketing will be a key member of the marketing leadership team, inspiring innovative brand marketing, communications and storytelling across all partnerships and social media campaigns. You will also responsible for developing marketing campaigns and promotions to drive member acquisition and ensure the brand story is reflected in the marketing calendar and across all channels.


  • Responsible for implementing innovative marketing programs that support the brand strategy and pushes the boundaries within the fitness industry.
  • Partner with the Chief Brand Officer on owning the consumer brand strategy, architecture, brand voice and value proposition across all consumer touch points and brand design.
  • Lead and mentor a growing team of marketers, prioritizing activities that support the company’s strategic goals while fostering a culture of inspiration, growth and empowerment.
  • Drive the development and strategy for the national marketing plan including creative, messaging strategy, promotions, brand activations/sponsorships and integrated campaigns.
  • Lead the team to develop an integrated marketing and communication calendar that drives awareness, consideration and conversion.
  • Champion paid & earned opportunities across emerging digital channels (TikTok, web3, gaming, etc.), influencer marketing, events/experiential, and brand partnerships.
  • Effectively manage relationships with external marketing agencies, working collaboratively to deliver compelling results.
  • Partner with consumer insights to understand our members and the opportunities in the business as it relates to marketing effectiveness. Leverage consumer insights to guide strategy and tactics.
  • Be a key stakeholder in the development of the national ad fund & franchise marketing budget.
  • Lead social media strategy and approach – work with the team to identify brand voice via social channels as well as community engagement.  
  • Be a key leader in delivering on identified KPIs for national marketing promotions and campaigns, reporting progress against goals to leadership on a regular basis.
  • Lead execution efforts around all national media partnerships and integrations.
  • Maintain a deep understanding of the member, their evolving needs and preferences, and the competitive landscape to craft compelling strategies that attract new members and deepen the loyalty of existing members.
  • Lead and inspire big, creative thinking that drives differentiation and brand love, and cascades into impactful business results.


  • Bachelor’s degree required. Concentration in Marketing preferred
  • 15+ years of experience in a fast-paced, high pressure marketing environment, preferably within a franchise organization, national brand(s), and/or agency
  • Deeply familiar with brand strategy, creative development, multi-channel execution (paid and owned), social platforms, influencer strategies, retail marketing, community building and PR amplification—have executed these at scale, driving business results and brand equity along the way
  • Skilled at being a strategist and storyteller with proven experience building brand awareness and igniting consumer action.
  • Proven experience leading briefings and management of creative agencies and in-house teams
  • Experience with data analysis tools and ability to analyze data from a variety of sources to support decision making and align with the overall strategy.
  • Skilled at budget management with a focus on budget allocation and optimization and the ability to build a business case for spend
  • Project management experience
  • Able to take a proactive approach and move back and forth between strategic and tactical initiatives
  • Experience with franchise systems is a plus
  • An entrepreneurial and creative approach to developing new, innovative ideas that will stretch the organization and push the boundaries within the industry
  • Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives and lead and manager projects to completion
  • Exceptional presentation and communication skills along with the ability to professionally communicate effectively across all levels of the organization, including with executives
  • Strong ability to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally through direct and positive communications
  • Creative, progressive, thought leadership with the ability to influence at all levels of the organization
  • Possess a results-driven entrepreneurial mindset, demonstrating initiative and creativity
  • Demonstrated strategic thinking, creative problem-solving, and organizational leadership skills, including the ability to develop a well thought out plan, set it in motion, and generate alternative solutions
  • Excellent leadership skills including the ability to build teams, motivate, guide, and mentor
  • Exhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven, time-sensitive environment
  • Cooperative team player with an upbeat, positive, “can-do” attitude!
  • Experience with a franchise brand is a plus!


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


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