Sr. Manager, Performance Creative DCO

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, Performance Creative DCO, 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.

Responsibilities

• 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. 

Qualifications

• 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, required
• Deep understanding of creative data feeds, dynamic templates, and audience-based creative personalization
• Ability to build strong relationships with creative, media, and technology par