Sr. Manager, Lifecycle Management

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 2,700+ 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!

Overview

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.

Responsibilities

Lifecycle Strategy, Planning & Execution

• 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 

Data, Platforms & Enablement 

• 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 

Governance, Creative & Brand Alignment 

• 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 

Performance, Optimization & Franchise Enablement 

• Conducts ongoing performance analysis of lifecycle and local CRM programs, identifying opportunities to optimize engagement and conversion 
• Provides strategic