Director, Marketing Analytics & Data Science

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 world by number of members and locations. As of March 31, 2026, Planet Fitness had approximately 21.5 million members and 2,909 clubs in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, Australia and Spain. The Company’s mission is to enhance people’s lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. Approximately 90% of Planet Fitness clubs are owned and operated by independent business owners.

 

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

Reporting to the Vice President of Enterprise Analytics, the Director, Marketing Analytics & Data Science serves as the primary analytics partner to the Marketing organization responsible for building enterprise-wide marketing analytics, predictive models, and data science capabilities that improve marketing performance, member growth, and business outcomes.

 

Leading a team of Analysts and Data Scientists, this role delivers descriptive, diagnostic, predictive, and data science solutions that empower Marketing leaders to make informed, data-driven decisions. Working cross-functionally with Marketing, Operations, Finance, Technology, and Enterprise Analytics, the Director will develop scalable analytics solutions, predictive models, experimentation frameworks, and performance measurement capabilities that improve visibility into marketing performance and support enterprise decision-making.

 

The Director will play a critical role in advancing Planet Fitness' analytics maturity by replacing fragmented reporting and one-off analyses with standardized analytics solutions, predictive insights, and modern data science methodologies that improve decision-making and organizational performance. The ideal candidate combines strong business acumen and proven experience building enterprise marketing analytics capabilities.

 

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

Functional Analytics Leadership• Serves as the primary analytics and data science partner to Marketing leadership, creating data-driven recommendations that support strategic and operational decisions. • Develops and executes a marketing analytics & data science product roadmap aligned with enterprise priorities and business objectives. • Leads the development of scalable analytics products, predictive models, and decision-support capabilities focused on member acquisition, retention, lifetime value, marketing effectiveness, and business growth. • Identifies emerging trends, champions modern analytics methodologies, and drives adoption of data-driven decision-making across the Marketing organization.Marketing Performance Analytics.

 

Marketing Analytics, Measurement & Data Science• Analyzes marketing performance across acquisition, retention, digital, brand, and local marketing initiatives.• Develops predictive models, experimentation frameworks, and advanced measurement methodologies to optimize marketing investments, improve member acquisition and retention, and maximize marketing performance.• Supports annual planning, forecasting, and investment d