Director, Global CRM & Lifecycle Marketing

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 Director, Global CRM & Lifecycle Marketing leads Planet Fitness’s customer engagement, retention, and loyalty programs that drive conversion, revenue, and long-term member value. This role is responsible for defining and evolving an enterprise CRM and lifecycle strategy across all owned digital touchpoints—email, SMS, and app—while building scalable frameworks that support national initiatives and localized franchise execution.  This role requires a strategic, data-driven leader with a proven ability to deliver near-term performance while architecting agile lifecycle programs designed for future growth, personalization, and franchise enablement. The Director partners closely with Marketing, Product, Engineering, Data, and Agency teams to ensure CRM is fully integrated into the broader digital and brand ecosystem.  This role also owns the CRM and lifecycle strategy across North America, partnering closely with teams in the U.S., Canada, and Mexico to ensure scalable global frameworks while enabling market-specific execution aligned to local regulations, consumer behavior, and business 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

Strategic Leadership & Lifecycle Vision 

• Define and lead the CRM and lifecycle marketing strategy across all owned digital channels (email, SMS, app) 
• Own the end-to-end customer journey framework for national and franchise communications, driving engagement, conversion, retention, and LTV 
• Establish short- and long-term roadmaps, KPIs, and success metrics aligned to net join growth, revenue, and member lifetime value 
• Lead change management as CRM evolves into a central driver of the Planet Fitness digital experience 
• Lead a North America CRM and lifecycle vision, ensuring global alignment while enabling localized strategies for the U.S., Canada, and Mexico markets 

Segmentation, Measurement & Insights 

• Partner with Consumer Insights, Data Science, and agency partners to develop advanced segmentation, churn models, and predictive analytics 
• Define lifecycle goals, benchmarks, and measurement frameworks that support long-term LTV growth 
• Lead the development of standardized reporting, insights, and performance dashboards 
• Establish a continuous test-and-learn culture, including experimentation frameworks to optimize messaging, cadence, and personalization 

Program Development & Execution 

• Oversee all CRM and lifecycle marketing programs, ensuring excellence in strategy, creative, segmentation, and KPI management 
• Guide campaign prioritization and resource allocation to balance near-term performance with long-term capability building 
• Ensure CRM programs are tightly integrated with paid media, brand marketing, influencer, creat