Sr. Director, Media Strategy and Marketing Tech

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 Sr. Director, Media Strategy and Marketing Tech will direct and oversee the day-to-day strategic planning for Planet Fitness media initiatives. This role will develop media briefs through multiple partnerships, build media strategies and craft holistic stories to reach business goals and lead campaign work that is rooted deep in data and insights. The Sr. Director, Media Strategy and Marketing Tech will also partner with multiple teams within and outside the organization to create, deliver, and uphold Planet Fitness media strategy and marketing technology success.

This role is expected to work our hybrid schedule out of our Hampton, NH office.

Responsibilities
Directs and oversees our national 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.
Remains informed and advises on local media strategy from plan to execution, collaborating with franchisee groups and their agencies on how to complement national media and deliver on wholistic marketing goals.
Develops media briefs in partnership with Brand, Brand Strategy, Creative, Research/Analytics, and Content teams.
Builds and maintains media strategy, according to briefing parameters and larger Enterprise needs, as they arise and evolve.
Directs utilization of Planet Fitness first-party data for media targeting, including management of tech stack used to share targeting IDs with Agencies.
Crafts holistic stories for detailed media recommendations by channeling expert information that aligns with future vetting and the overall narrative.
Creates a comprehensive, quarterly testing roadmap to accelerate learnings with key hypotheses, learning goals, measurement plan and reporting, while ensuring the media plan progressively improves.
Partners closely with our Agencies & Analytics teams to measure, track, and report media performance, including contribution to Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) utilization.
Leads and builds incremental funding business cases to improve the National & Local media business impact.
Negotiates and manages vendor contracts and pricing.
Manages verification and approval of nationally funded media, ensuring internal accounts payable process and documentation is followed.
Stays up-to-date and bring forth the best practices of current industry trends, focused on new distribution channels (i.e., new social media platforms).
Exhibits an innate curiosity and a contagious “can do” leadership style that inspires confidence and collaboration among cross-functional teams.
Outshines at leading, collaborating, and inspiring internal and external teams of media experts, agencies, and cross-functional partners to ensure strong go-to marketing and brand-building initiatives.
Qualifications
Bachelor’s Degree required, with a concentration in Marketing, Communications, or a related field, preferred. MBA a plus
7-10+ years of related experience in the media space
5+ years of media experience in digital, programmatic, and innovation
5+ years of experience leading and mentoring a team
Experience successfully setting agency and media landscape direction, including agency-wide initiatives, evolving how teams go to market, and driving industry-changing thinking
Demonstrated leadership, indicating earned respect and trust in your relationships among all levels of a business, both internally and externally
Excellent reputation in influencing, coaching and leading teams through changing landscape and the evolution to digital
Extensive experience in media strategy, planning, and buying across multiple media channels
Robust knowledge of media and the media landscape, with a deep understanding of media best practices
Proven experience in managing and coordinating a marketing plan across multiple franchisee stakeholders, with the ability to additionally address local needs
Ability to translate, understand, guide, and evaluate media analytics tools and technology to ensure they will build and deliver more effective media plans
Strong negotiation skills
Highly collaborative, strategic team-player with strong perceptions on innovation, evolution, and measurement
Possess a strong, analytical mindset to lead campaigns rooted in data and insights
Has a passion for media strategy, planning, activation, and analysis
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
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.

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