Director, Social Media 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 2,500+ stores in 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico, and Australia.  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, Social Media Marketing, reporting to the VP, Brand Marketing, will be responsible for leading the strategy and execution of paid and organic social media efforts. In this role, you will be the driving force behind our social strategy, content, and community engagement across all platforms. You will work closely with cross-functional teams to develop social content that builds cultural relevance and strengthens our brand, resonates with our community, and meets annual goals.

Responsibilities

• Develops and executes a comprehensive organic social media strategy that delivers against business objectives including increasing reach, relevance, and engagement.
• Acts as an expert in social media, keeping Planet Fitness on the forefront of the latest tech, ad, and consumer trends.
• Oversees development of social content that meets annual goals.
• Oversees community management, ensuring positive, brand-strengthening experiences and collaborates with the Reputation Management team as needed for crisis management.
• Leads all social performance measurement, reporting, and optimization.
• Oversees management of the brand’s Influencer and Ambassador programs.
• Acts as a positive representative of the Planet Fitness brand with our members and community.
• Maintains knowledge of the Planet Fitness business, brand, product, and target audience, and shares observations as actionable insights and strategies.
• Writes creative briefs, ensuring they’re insight-centric, inspiring, and oriented around business objectives.
• Acts as a voice for brand and social strategy and excellence in creative output.
• Develops and maintains strong relationships with cross-functional internal teams and external partners.
• Partners with Brand Marketing Director and Integrated Marketing Director to ensure strategic and creative excellence across all marketing channels and initiatives.
• Manages, motivates, and inspires the members of the Social Media Team.
• Collaborates with other Marketing, Media, PR, and Agency stakeholders to deliver best-in-class omni-channel marketing.

Qualifications

• Bachelor’s degree in Marketing or related field, required
• 10+ years of proven experience developing and executing social media strategies for a large, well-known brand that increased brand awareness and relevance
• Expert on all major social platforms, especially Facebook, Instagram, TikTok, Pinterest, Snapchat, X and LinkedIn
• Experience with Social Media Management Systems, ideally Sprinklr
• Proven success building social teams and managing others
• Proven success interpreting data to develop and sell-in recommendations
• Passionate about social media, identifying trends, and inspiring creativity with your observations and insights
• Thrive in the unknown and enjoy dreaming up and executing “never been done before” ideas
• A natural storyteller who conveys ideas clearly, concisely, and effectively
• An innate desire and ability to think and act both strategically and tactically
• An ener