VP, National Media

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 Vice President, National Media will be a key Marketing leader responsible for bringing expertise, agency management, and thought leadership to Planet Fitness. The VP, National Media will lead the development of strategic planning for Planet Fitness’ media strategies, leveraging insights from National Advertising Fund (NAF) & Local Advertising Fund (LAF) investment to support the organization’s go-to-market strategy.  In this role, you will champion a member-first mindset driven through deep understanding of modern marketing strategies that are digitally led, but fully integrated and aligned with the larger media mix to build brand leadership, strengthen differentiation, and effectively deliver current and future business goals/KPIs for Planet Fitness.

 

The VP, National Media will lead a team of Marketers responsible for Planet Fitness’s media strategy, planning, activation, and optimization to achieve business outcomes. In this role, you will ensure media investment across both NAF and LAF are aligned to Planet Fitness’ media strategy and optimized to deliver business goals and deliver the promise of the Judgement Free Zone, in addition to working across the larger Marketing mix to maximize total impact.

 

This role is expected to work our hybrid schedule out of our Hampton, NH office.

Responsibilities

• Guides and monitors National Media agency execution across all Paid media channels to ensure coordination of ideas across channels and alignment to defined objectives and strategies. Provides understanding of Media’s effect on campaigns and advise on optimization recommendations in-flight.
• Leads agencies’ analytics teams to measure, track, and report media performance, including contribution to Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) utilization.
• Partners with key internal stakeholders to deliver distinct strategies leveraging member data to address key business goals of member acquisition, retention, and retargeting of lapsed users.
• Develops a robust Digital Marketing roadmap for how we learn, grow, and operate in an omnichannel world and ensures the larger Marketing Strategy is orchestrated and supported across the entire Marketing ecosystem based on data and behavioral triggers in the member journey.
• Develops best-in-class media partnerships with innovative, thought leaders, and key digital media partners to identify first look media opportunities and Joint Business Plans.
• Guides and collaborates with franchisees and local co-op managers on building strategies and coordinated marketing effort to drive topline and key brand health KPIs

Marketing Data Strategy:

• Develops a clear and comprehensive Marketing Data Strategy including standardizing Media Measurement and adoption of a Marketing Performance Framework across all Marketing Tiers in close partnership with key stakeholders.
• Enables adoption of Marketing Data Strategy by documenting data sources, loading audience/persona definitions, building Tech Stack/Ecosystem, and developing Campaign Taxonomy.
• Helps enable/lead cross