Director, Marketing Analytics

About the role

The Director, Marketing Analytics will serve as the primary analytics partner to the Marketing organization. This role will deliver descriptive and predictive analytics, performance measurement, and decision-support capabilities that enable Marketing leaders to make informed, data-driven decisions.

Responsibilities

• Serves as the primary analytics partner to Marketing leadership, creating data-driven recommendation solutions that support strategic and operational decisions
• Develops and executes a marketing analytics product roadmap aligned with enterprise priorities and business objectives
• Buils scalable marketing analytics products focused on member acquisition, member retention, member LTV, measurement, and other analytics priorities
• Identifies key business drivers, performance opportunities, and emerging trends that influence member growth and brand performance
• Acts as the subject matter expert on marketing analytics products for decision support and performance measurement
• Analyzes marketing performance across acquisition, retention, digital, brand, and local marketing initiatives
• Supports annual planning, forecasting, and investment decisions through data-driven analysis and scenario modeling
• Led the digital analytics strategy by developing scalable measurement frameworks, KPIs, and reporting standards that support enterprise priorities while enabling Corporate Club Marketing and franchisee performance improvement
• Pairs with Corporate Club Marketing, Franchise Marketing, and external agency partners to establish consistent measurement methodologies, performance metrics, and reporting frameworks that enable standardized evaluation of national, regional, and local marketing initiatives across the Planet Fitness system
• Translates customer, media, and sales data into actionable insights that help corporate teams and franchise partners optimize marketing investments, improve member engagement, and drive revenue growth across markets
• Pairs across Brand, Field Marketing, Operations, Technology, CRM, Media, and Franchisee stakeholders to connect data across digital channels, customer platforms, local marketing programs, and business systems into a clear view of marketing and business performance
• Establishes and maintain functional KPIs, scorecards, dashboards, and performance reporting that support business accountability
• Drives adoption of analytics products and self-service reporting capabilities across Marketing and business stakeholders
• Partners with stakeholders to replace manual reporting processes, locally developed spreadsheets, and legacy reporting dependencies with scalable enterprise solutions
• Promotes consistent use of data definitions, metrics, and reporting methodologies
• Delivers timely, accurate, and actionable reporting that supports decision-making at all levels of the organization
• Collaborates with Operations, Finance, Technology, and Enterprise Analytics teams to align reporting, measurement, and business priorities
• Analyses relationships between marketing performance, membership trends, operational metrics, and financial results
• Supports cross-functional initiatives through business case development, performance analysis, and outcome measurement
• Presents findings and recommendations to senior leaders in a clear and actionable manner
• Acts as a liaison between business stakeholders and Enterprise Analytics resources
• Identifies opportunities to improve reporting efficiency, data accessibility, and analytics effectiveness
• Recommends enhancements to reporting tools, dashboards, and measurement methodologies that improve business outcomes
• Sponsors implementation of new analytics capabilities, technologies, and reporting solutions within the Marketing function
• Champions best practices that increase analytics adoption and organizational effectiveness
• Contributes to the ongoing maturity and scalability of the Enterprise Analytics function
• Establishes priorities, drive alignment, and influence decision-making across Marketing, Enterprise Analytics, and other key business functions
• Fosters a culture of collaboration, accountability, continuous learning, and data-driven decision-making
• Promotes adoption of analytics tools, reporting solutions, and best practices across the organization
• Partners with Enterprise Analytics leadership to support the development and maturity of analytics capabilities, processes, and standards
• Shares knowledge and analytical expertise to elevate organizational understanding and use of data in decision-making
• Contributes to future analytics team development and capability-building initiatives as the function continues to evolve

Qualifications

• Bachelor's degree in Analytics, Statistics, Data Science, or a related field, Master's preferred
• 7+ years of progressive experience in marketing analytics, digital analytics, customer analytics, business intelligence, or related disciplines
• 5+ years of experience leading analytics teams and partnering with senior marketing and business leaders
• Demonstrated success in building marketing insights and analytics products that unlock actionable recommendations to drive growth, improve decision-making, and influence business outcomes
• Deep expertise in marketing measurement, campaign performance analysis, attribution methodologies, customer segmentation, and marketing ROI evaluation in the context of multi-channel marketing
• Strong understanding of customer acquisition, retention, engagement, conversion optimization, and lifetime value modeling; hands-on experience building these models is highly desired
• Expertise in database, analytics, modeling, and marketing platforms and tools including snowflake, SQL, python, Adobe Analytics, Google Analytics 4, or similar
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives and manage multiple projects simultaneously
• Exceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executives
• Able to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externally
• Creative, progressive, thought leadership with the ability to influence at all levels of the organization
• Results-driven entrepreneurial mindset, demonstrating initiative and creativity
• Strategic thinking, creative problem-solving, and organizational leadership skills
• Comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environment
• Cooperative team player with an upbeat, positive, “can-do” attitude!

Benefits

Perks include a comprehensive benefits package, including medical, dental, vision, life and disability, as well as supplemental accident, hospital and critical illness coverage options. Eligible employees receive time off, childcare reimbursement, paid parental leave, pet care reimbursement, tuition reimbursement, free Black Card membership, learning and development programs, and a variety of engagement activities. The role is also eligible to participate in an annual corporate bonus incentive program based on company financial and personal performance. The salary range for MA-based and NH-based employees is $190,000 - $230,000, with a good faith estimate of the amount corresponding to a candidate’s professional experience, qualifications, and internal equity.