Director, Global CRM & Lifecycle 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 2,700+ 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 Director, Global CRM & Lifecycle Marketing leads Planet Fitness’s customer engagement, retention, and loyalty programs that drive conversion, revenue, and long-term member value. This role is responsible for defining and evolving an enterprise CRM and lifecycle strategy across all owned digital touchpoints—email, SMS, and app—while building scalable frameworks that support national initiatives and localized franchise execution.

This role requires a strategic, data-driven leader with a proven ability to deliver near-term performance while architecting agile lifecycle programs designed for future growth, personalization, and franchise enablement. The Director partners closely with Marketing, Product, Engineering, Data, and Agency teams to ensure CRM is fully integrated into the broader digital and brand ecosystem.

This role also owns the CRM and lifecycle strategy across North America, partnering closely with teams in the U.S., Canada, and Mexico to ensure scalable global frameworks while enabling market-specific execution aligned to local regulations, consumer behavior, and business needs.

This role follows a hybrid schedule and requires regular, in-person work at our 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 our office. Fully remote work is not available for this role. Responsibilities: Strategic Leadership & Lifecycle Vision* Define and lead the CRM and lifecycle marketing strategy across all owned digital channels (email, SMS, app)

• Own the end-to-end customer journey framework for national and franchise communications, driving engagement, conversion, retention, and LTV
• Establish short- and long-term roadmaps, KPIs, and success metrics aligned to net join growth, revenue, and member lifetime value
• Lead change management as CRM evolves into a central driver of the Planet Fitness digital experience
• Lead a North America CRM and lifecycle vision, ensuring global alignment while enabling localized strategies for the U.S., Canada, and Mexico markets

Segmentation, Measurement & Insights* Partner with Consumer Insights, Data Science, and agency partners to develop advanced segmentation, churn models, and predictive analytics

• Define lifecycle goals, benchmarks, and measurement frameworks that support long-term LTV growth
• Lead the development of standardized reporting, insights, and performance dashboards
• Establish a continuous test-and-learn culture, including experimentation frameworks to optimize messaging, cadence, and personalization

Program Development & Execution* Oversee all CRM and lifecycle marketing programs, ensuring excellence in strategy, creative, segmentation, and KPI management

• Guide campaign prioritization and resource allocation to balance near-term performance with long-term capability building
• Ensure CRM programs are tightly integrated with paid media, brand marketing, influencer, creative, and technology initiatives
• Provide strategic leadership and oversight to internal teams and agency partners executing lifecycle programs

Technology, Platforms & Innovation* Partner with Product, Engineering, and Technology teams to advance CRM platform capabilities, including automation, dynamic content, system integrations, and database growth

• Serve as the senior CRM subject matter expert with deep knowledge of Salesforce Marketing Cloud, CDPs, and CMS platforms
• Champion innovative communication and loyalty strategies that enhance personalization, engagement, and long-term member value
• Identify and prioritize new tools, capabilities, and partnerships to future-proof Planet Fitness’s lifecycle ecosystem

Franchise Enablement & Cross-Functional Leadership* Build scalable lifecycle frameworks that support local franchise activation while maintaining brand consistency

• Collaborate with field marketing and franchise stakeholders to ensure CRM strategies are actionable, understandable, and impactful
• Lead cross-functional alignment across Marketing, Product, Data, and Technology to ensure CRM is embedded across the organization
• Partner with international and regional stakeholders to adapt lifecycle strategies for local markets while maintaining brand, platform, and data consistency

Qualifications:

• Bachelor’s or master’s degree in Business Management, Marketing, Project Management, Communications, Computer Science, Information Systems, or a related field
• 10+ years of professional experience in CRM, lifecycle marketing, retention, or customer engagement, including 5+ years in senior leadership roles
• Proven experience leading enterprise-scale CRM and lifecycle programs across multiple digital channels
• Demonstrated success leading teams through change and digital transformation
• Experience partnering closely with Product, Engineering, Data, and Marketing teams at all levels
• Strong track record managing and influencing multiple agency partners
• Highly analytical, with the ability to translate data into strategic recommendations and business outcomes
• Solution oriented, with experience in complex problem solving
• A good decision maker, able to bring a healthy, balanced approach to business with a strong customer focus
• Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives
• Excellent presentation and communication skills along with the ability to communicate effectively across all levels of the organization
• 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
• Dedicated learner with a natural curiosity for consistent growth
• 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:

Planet Fitness cares about you and your well-being. We offer a comprehensive benefits package to eligible employees which includes the core medical, dental, vision, life and disability as well as supplemental accident, hospital and critical illness coverage options. In addition, we are proud to offer eligible employees a generous time off program (including volunteer time), childcare reimbursement, paid parental leave, pet care reimbursement, tuition reimbursement, free Black Card membership, learning and development programs and a whole host of engagement activities. We offer a 401(k) Plan with safe harbor employer matching and an employee stock purchase plan.This role is also eligible to participate in an annual corporate bonus incentive program based on company financial and personal performance. 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.