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-channel media measurement by implementing a people-based data environment, ensuring Consumer Journey Mapping and Multi-touch Attribution with key agency partners (Digitas/Epsilon) and internal stakeholders
• Provides Marketing Governance Structure for compliance of campaign taxonomy and campaign performance goals and to empower a learning mindset across the Marketing organization.
• Evaluates and leads key agency partners and strategic innovation partners.

Marketing Measurement:

• Develops Campaign and Channel KPIs for consistently evaluating Media, Creative performance, and Business outcomes. Champions understanding and adoption across the PFCSC and PF Franchisee network
• Introduces Predictive Analytics capabilities to enable Media Mix Modeling, Multi-Touch Attribution and Forecasting in partnership with key stakeholders.
• Accelerates rollout and adoption of Data Visualization environment that tracks, analyzes, and displays Key Performance Indicators across both National and Local Marketing spend in partnership with key stakeholders.

Media Impact:

• Oversees our National & Local media strategy from plan to execution with a holistic media perspective to reach business goals while ensuring local nuances and needs are incorporated, including establishing key media thresholds for optimal media channel mix, geography, reach, frequency, and media flighting as well as first-to-market media strategies increasing scale, brand relevance and impact
• Partners with other functional areas on a comprehensive Omnichannel Media Strategy, ensuring appropriate and timely messaging throughout the Consumer Journey to enhance engagement and conversion with larger Marketing organization and key agency partners as well as help create roadmap to use of Dynamic Ad Servers and Content Engines.
• Aligns Media channel allocation with desired business outcomes.
• Develops a comprehensive digital Ad Verification Strategy, ensuring ads are served to the appropriate audiences in brand safe environments at the desired frequency, maximizing Media investment efficiency.
• Works with Marketing team on Dynamic Ad Serving capabilities to efficiently deploy creative assets across all digital channels, optimizing delivery to Key Performance Indicators
• Provides oversight and strategic input on PF Media Network growth plan, execution and integration into overall marketing cross-channel approach.

Leadership:

• Excels at leading, collaborating, and empowering team members and colleagues with and without formal authority.
• Has an aptitude for working ‘hands-on’ with marketing and technology stakeholders and integrating them to drive outcomes.
• Looks for opportunities to innovate and takes thoughtful risks.
• Demonstrates innate curiosity to deliver best-in-class Media experiences based on continuous learning of the PF member and our business model.
• Is highly visible to senior executives, cross functional partners, and PF Franchisees.

Qualifications

• Bachelor’s degree required, with a concentration in Marketing, preferred. MBA a plus
• 10-15+ years of related experience in leading marketing/media strategy and cross channel media planning for fully integrated marketing campaigns.
• 5-10 years of experience leading and mentoring a team
• Deep experience and understanding of how to leverage digital growth drivers within the Marketing mix to build and execute of strategic plans
• Highly skilled at using data and insights, letting facts own the way to develop effective strategic plans
• Skilled at managing internal and external relationships and integrating vendor solutions to drive business value
• Ideally has experience and/or understanding in a franchisee or retail environment and orchestrating or influencing both national and local marketing funds
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives
• 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
• Excellent leadership skills including the ability to build teams, motivate, guide, and mentor
• Possess a results-driven entrepreneurial mindset, demonstrating initiative and creativity
• Demonstrated strategic thinking, creative problem-solving, and organizational leadership skills
• Exhibits 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!

Perks

• Hybrid work schedule out of our Hampton, NH Club Support Center
• Competitive salaries and comprehensive benefits package, including medical, pharmacy, dental and vision benefits
• Generous vacation/holiday pay
• Volunteer days off 
• 401(k) Retirement
• Employee Stock Purchase Program
• Childcare reimbursement
• Pet care reimbursement
• Tuition reimbursement
• Free learning and development programs
• Discount programs, including vacations, theme parks, shopping, meal delivery services & much more
• Company-sponsored social events
• Free Black Card membership and fun exercise incentives
• Access to our private gym at the Hampton, NH Club Support Center, complete with locker rooms and Black Card area
• Delicious, healthy breakfast and lunch options served at our Club Support Center café

Note to Applicants: We have been made aware of an increasing number of hiring fraud schemes across numerous platforms. Planet Fitness never requires advance payments of any kind for computer equipment or any other purpose at the start of employment. Any request for you to provide payment information during the application process is part of a fraud scheme. Further, we recommend that you do not provide sensitive personal information (SSN, DOB, driver’s license number) as part of the initial application process.

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