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 decisions through data-driven analysis, financial modeling and scenario modeling• Partners 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. • Transforms customer, marketing, media, operational, and financial data into actionable insights that improve member growth, marketing effectiveness, and enterprise decision-making.Reporting, KPI Management & Analytics Adoption• Establishes enterprise KPIs, executive dashboards, scorecards, and self-service reporting solutions that improve business visibility, accountability, and decision-making. • Standardizes reporting methodologies, data definitions, and governance while replacing manual reporting, spreadsheets, and legacy reporting solutions with scalable enterprise analytics reporting and analytics solutions. Cross-Functional Business Partnership• Partners with Marketing, Operations, Finance, Technology, and Enterprise Analytics leaders to align business priorities, analytics strategies, and performance measurement.• Analyzes relationships between marketing performance, membership trends, operational metrics, and financial results.• Supports cross-functional initiatives through advanced analytics, business case development, financial modeling, performance analysis, and outcome measurement.Continuous Improvement & Analytics Enablement• Continuously improves analytics capabilities by enhancing reporting, predictive models, experimentation methodologies, AI-enabled tools, and data accessibility.• Champions best practices that increase analytics adoption and organizational effectiveness.• Contributes to the ongoing maturity and scalability of the Enterprise Analytics function.Team Leadership & Development• Leads, coaches, and develops a high-performing team of Analysts and Data Scientists, fostering technical excellence, innovation, and strong business partnership.• Establishes priorities, provides guidance on analytical methodologies, and ensures high-quality delivery of analytics products and data science solutions.• Partners with Enterprise Analytics leadership to support the development and maturity of analytics capabilities, processes, and standards. Qualifications Bachelor's degree in Business, Marketing, Analytics, Statistics, Data Science, Economics, Computer Science, Mathematics, or a related quantitative field; Master's degree in Business Analytics, Data Science, Statistics, Economics, or a related discipline8+ years of progressive experience in marketing analytics, marketing science, customer analytics, digital analytics, business intelligence, data science, or related analytical disciplines5+ years of experience leading analytics teams and partnering with senior marketing and business leaders to influence strategic decision-makingDemonstrated success building scalable marketing analytics products, predictive models, and decision-support capabilities that drive measurable business outcomesDeep expertise in marketing measurement, campaign performance analysis, attribution methodologies, customer segmentation, and marketing ROI evaluation in the context of multi-channel marketingExperience developing predictive models supporting customer acquisition, retention, customer lifetime value (LTV), forecasting, propensity modeling, and marketing investment optimizationStrong understanding of statistical analysis, experimental design (A/B testing, incrementality, geo-lift, holdout testing), and the application of data science methodologies to solve complex business problemsStrong understanding of customer acquisition, retention, engagement, conversion optimization, and lifetime value modeling; hands-on experience building these models is highly desiredExperience developing KPI frameworks, executive dashboards, scorecards, and self-service reporting solutions that improve visibility into marketing performance and business resultsExpertise in database, analytics, modeling, and marketing platforms and tools including snowflake, SQL, python, Adobe Analytics, Google Analytics 4, or similarAbility to synthesize large and complex datasets into clear, actionable insights that support strategic and operational decision-makingExtremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives and manage multiple projects simultaneouslyExceptional presentation and communication skills along with the ability to communicate effectively across all levels of the organization, including executivesAble to establish and maintain effective, collaborative work relationships with diverse individuals, internally and externallyCreative, progressive, thought leadership with the ability to influence at all levels of the organizationExcellent leadership and people management skills including the ability to build, motivate, guide, and mentor teams to achieve ambitious goalsPossess a results-driven entrepreneurial mindset, demonstrating initiative and creativityDemonstrated strategic thinking, creative problem-solving, and organizational leadership skillsExhibits comfort, ease, and flexibility working in an extremely fast-paced ever-changing, deadline-driven environmentCooperative 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.The salary for MA-based and NH-based employees hired into this role will be aligned with the range below. This is a good faith estimate, and the amount of base salary will correspond with a candidate’s professional experience, qualifications and internal equity.Annual Base Salary Range: $190,000-$230,000Note 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.Job SummaryJob ID: 2026-20089Category: StrategyType: Full TimeName: Boston, MA (preferred) or Hampton, NHZip: Postal Code: 02210