The Senior Marketing Manager collaborates with the Director of Marketing to create and execute strategies that amplify the Planet Fitness brand, drive joins, and enhance member experience across multiple channels. With a creative yet data-driven approach, they develop and implement holistic campaigns, including brand strategy, promotions, product launches, digital marketing, and physical brand touchpoints. They excel in cross-functional teamwork to bring initiatives to life, embody a positive brand voice, and foster member growth through social, email, and text platforms. Passionate about the Planet Fitness culture, they craft unique marketing strategies to acquire and retain members.
Duties and Responsibilities:
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Brand Initiatives: Collaborate in developing innovative brand campaigns and marketing initiatives that maximize brand exposure, drive traffic and sales and contribute to key business goals, from brand strategy to creative brief to activation, optimization and reporting.
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Drive Member Engagement: Partner with club teams to execute member loyalty programs to continually acquire new members, engage them in the brand and inspire them to become advocates.
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New Club Openings: Lead development and implementation of support programs with agency from brief to launch and post opening analysis.
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Renovation & Re-equip Support: Partner with operations team for communication and advertising support for refreshed clubs that include new design/layout and or new equipment.
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Sports Sponsorship Activation & Engagement: Engage with professional sports programs to extend brand sponsorship to fan activation and engagement initiatives including venue displays as well as game-day and community engagement.
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Corporate Wellness Program: Develop and maintain HubSpot sales tool, lead generation and client onboarding and offboarding, relationships with existing members, stakeholders, businesses, local community leaders and other various sales prospects to grow awareness and adoption of Corporate Wellness Program.
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Member & Community Focused: Immerse in consumer needs, data, and trends to better engage the community, remain relevant and develop emotional connections with members.
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Philanthropy: Establish relationships with local Boys & Girls club and other philanthropic partners, creatively brainstorm opportunities to enhance/strengthen.
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Analysis, Reporting and Recommendation: Leverage club data and member insights to inform and strengthen marketing strategy. Provide insight into marketing activity and join trends following campaigns, evaluating performance by club and providing recommendations for optimization.
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General Duties: Assist with establishing overall marketing department goals, strategy and annual promotional calendar. Execute invoicing, check requests, cost benefit analysis and additional administration work as needed. Sync with Planet Fitness headquarters and other franchisee marketing groups to share best practices and drive on-going optimization of local marketing. Other duties and projects as assigned.
- Team player ensuring the integrity of the Excel’s mission statement, guiding principles and culture through consistent involvement with all aspects of the company.
Qualifications:
- High School diploma or equivalent required. Bachelor’s degree or equivalent in Marketing, Advertising, Business, Communications, Public Relations, Media Studies, and/or related field preferred. Equivalent related work experience or combination of experience and education may be considered in lieu of Bachelor’s degree.
- At least 7 years of marketing and campaign management experience (brand or agency side) required.
- At least 2 years of experience in a supervisor role preferred.
- Expert program management, influencing and prioritization skills across several teams and projects and experience delivering successful campaigns from concept to completion.
- Understanding of and experience activating integrated campaigns across channels including loyalty/CRM, social media, paid media, and local store marketing.
- Experience with fitness brands preferred membership-based business experience a plus.
- Strong written communication skills, sense of ownership and detail-focused.
- Experience leading and mentoring cross-functional teams.
- Must solve problems effectively and react with appropriate urgency to situations and events that require quick response or turnaround.
- High proficiency in MS Office, especially Excel and PowerPoint.
- High standards of conduct, efficiency and productivity.
- Analytical aptitude to gather and interpret reporting metrics.
- Ability to effectively multitask, handling various projects and deadlines simultaneously.
Supervisory Responsibility: This position has no direct supervisory responsibilities.
Budgetary Responsibility: This position tracks and manages a pre-determined budget for all local marketing programs. Present opportunities when marketing opportunities arise that are outside of budget specifications or exceed pre-determined budget.
Work Environment: This job primarily operates in a professional office environment. This role routinely uses standard office equipment such as computers, phones, photocopiers, filing cabinets and fax machines.
Physical Demands: The physical demands described here are representative of those that a Team Player must meet to successfully perform the essential functions of this job.
- Regularly required to talk and hear.
- Frequently required to sit; stand; walk; use hands to finger, handle or feel; and reach with hands and arms.
- Occasionally required to climb, balance, stoop, kneel, crouch or crawl.
- Must occasionally lift and move objects up to 50 pounds.
- Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.
Position Type/Expected Hours of Work: This is a full-time, exempt position. Under the Regulations, Part 541, an exempt Team Player is one who is not entitled to the minimum wage or overtime pay protections of the Fair Labor Standards Act (FLSA).
Standard work days and hours are Monday through Friday, between 8:00 a.m. and 5:00 p.m. This position may work outside of normal business hours, including evenings and weekends.
Travel: Must be willing to travel dependent on company need to all locations and meetings with external key partners as necessary within reasonable time frame, either by driving or flying. Overnight trips will be necessary when traveling outside of the local area.
EEO Statement: Excel Fitness is an Equal Opportunity Employer. We are committed to the policy of equal employment opportunity in recruitment, hiring, career advancement, and all other employment practices.
JOIN THE CLUB.
Enhancing people’s lives with an affordable, high-quality fitness experience requires a team of inspiring, motivated and fun-loving go-getters. As one of the largest and fastest-growing franchisors and operators of fitness centers in the United States, Planet Fitness is just getting warmed up. We’re continuously seeking top talent to join us in cultivating the Judgement Free Zone® and shaping the future of our brand. With more than 2,000 locations in all 50 states, the District of Columbia, Puerto Rico, Canada, the Dominican Republic, Panama, Mexico and Australia, there’s plenty of opportunity on our Planet and we are always looking for talented individuals to join our team!
Our member mission says it best: our product is a tool, a means to an end; not a brand name or a mold maker, but a tool that can be used by anyone. To use our product, members need to feel inspired and motivated. That’s where you come in. If you’re looking for a place where you can make a difference in a customer’s life, you’ve found it. Come to add your mojo to the Judgement Free Zone, but stay for the feeling that you’re making a difference on our Planet.
TO FIND YOUR PERFECT FIT, SEARCH FOR A CLUB OPPORTUNITY NEAR YOU.
