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.

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 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.

• Define and lead the CRM and 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

• 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

• 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

• 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

• Build scalable lifecycle frameworks that support local franchise…