Job Description

About the Role
Title:
Marketing & CRM Analytics Analyst
Location:
US-MA-Boston, MA or Hampton, NH
Job Description:
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 Marketing & CRM Analytics Analyst is a hands-on, execution-focused role responsible for analyzing marketing, media, and CRM performance to support day-to-day optimization and media investment decisions. This role works directly within analytics, media, and CRM platforms to evaluate performance, connect spend to outcomes, and surface actionable insights across channels.
The Analyst partners closely with Marketing, CRM, Finance, and Agency teams, supporting paid media, brand tracking, audience analytics, and customer journey analysis, while also providing analytical support for budgeting, pacing, and performance measurement. The Analyst supports performance analysis across the U.S, ensuring reporting and insights reflect both national strategy and regional market differences.
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
Media, Brand & Channel Analytics
Analyze paid media and brand performance across channels to assess effectiveness, efficiency, and ROI
Conduct channel-specific and cross-channel analysis, including creative, audience, and placement performance
Support brand tracking analysis by identifying trends, performance shifts, and correlations to media investment
Partner with agency teams on ad hoc analysis of media, creative, and channel-level performance, supporting optimization and performance insights
Deliver ongoing performance insights to inform optimization and in-flight adjustments
Support performance analysis across North American markets, identifying regional trends and variances in media and brand performance across the U.S.
CRM & Customer Journey Analytics
Analyze CRM and lifecycle performance across email, app, and SMS, including engagement, conversion, and retention metrics
Support customer journey and path analysis to identify drop-offs, friction points, and opportunities across digital touchpoints
Analyze audience behavior and segmentation performance across media and CRM channels
Partner with Lifecycle and CRM teams to evaluate the effectiveness of automated journeys and campaigns
Analyze lifecycle and CRM performance across markets, highlighting differences in engagement, conversion, and retention trends by region
Budgeting, Spend & Performance Analysis
Analyze media and marketing spend to support pacing, efficiency, and budget allocation decisions
Review and analyze agency-submitted spend and performance data, identifying variances and trends
Support budget tracking, forecasting, and performance-to-spend analysis
Support and validate agency-led modeling and analysis related to ROAS, seasonality, promotion timing, and external drivers, contributing analytical inputs and interpretation of results
Assist in connecting investment levels to outcomes such as traffic, joins, engagement, and retention
Data Analysis & Platform Execution
Work directly within analytics, media, and CRM platforms to pull, analyze, and validate data
Support tagging, measurement planning, and data quality efforts in partnership with internal teams and vendors
Identify data gaps, inconsistencies, or anomalies that impact analysis and reporting
Translate complex datasets into clear, concise insights and recommendations
Cross-Functional & Agency Support
Partner with internal Marketing, CRM, Finance, and Analytics teams to support reporting and analysis needs
Collaborate with agency partners while maintaining internal ownership of data analysis and interpretation
Support local and field marketing analytics needs, including market-level performance analysis
Partner with regional stakeholders to support market-specific reporting and ensure consistent measurement standards across North America
Qualifications
Bachelor's degree in Marketing, Business, Analytics, Finance, or a related field
Minimum 3+ years' experience in marketing analytics, media analytics, CRM analytics, or a related analytical role
Experience analyzing data across paid media, digital channels, and CRM programs
Comfort working directly with spend, performance, and budget data
Working knowledge of digital analytics and media platforms (e.g., GA, ad platforms, CRM tools)
Strong Excel skills and experience synthesizing data into actionable insights
Detail-oriented, analytical, and execution-focused with the ability to manage multiple data sources
Experience sourcing and evaluating media analytics from activation platforms
Ability to pull data from structured, un-structured databases and provide analysis
Working knowledge of digital analytics platforms like Google analytics, Google Adwords, Facebook etc.
Ability to work independently and research various data sources as per business needs
Experience with multi-channel campaigns
Extremely detail-oriented, efficient, and organized with an exceptional ability to establish priorities and objectives
Excellent presentation and written and verbal 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
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.
Min
Max
Responsibilities Media, Brand & Channel Analytics - Analyze paid media and brand performance across channels to assess effectiveness, efficiency, and ROI - Conduct channel-specific and cross-channel analysis, including creative, audience, and placement performance - Support brand tracking analysis by identifying trends, performance shifts, and correlations to media investment - Partner with agency teams on ad hoc analysis of media, creative, and channel-level performance, supporting optimization and performance insights - Deliver ongoing performance insights to inform optimization and in-flight adjustments - Support performance analysis across North American markets, identifying regional trends and variances in media and brand performance across the U.S. CRM & Customer Journey Analytics - Analyze CRM and lifecycle performance across email, app, and SMS, including engagement, conversion, and retention metrics - Support customer journey and path analysis to identify drop-offs, friction points, and opportunities across digital touchpoints - Analyze audience behavior and segmentation performance across media and CRM channels - Partner with Lifecycle and CRM teams to evaluate the effectiveness of automated journeys and campaigns - Analyze lifecycle and CRM performance across markets, highlighting differences in engagement, conversion, and retention trends by region Budgeting, Spend & Performance Analysis - Analyze media and marketing spend to support pacing, efficiency, and budget allocation decisions - Review and analyze agency-submitted spend and performance data, identifying variances and trends - Support budget tracking, forecasting, and performance-to-spend analysis - Support and validate agency-led modeling and analysis related to ROAS, seasonality, promotion timing, and external drivers, contributing analytical inputs and interpretation of results - Assist in connecting investment levels to outcomes such as traffic, joins, engagement, and retention Data Analysis & Platform Execution - Work directly within analytics, media, and CRM platforms to pull, analyze, and validate data - Support tagging, measurement planning, and data quality efforts in partnership with internal teams and vendors - Identify data gaps, inconsistencies, or anomalies that impact analysis and reporting - Translate complex datasets into clear, concise insights and recommendations Cross-Functional & Agency Support - Partner with internal Marketing, CRM, Finance, and Analytics teams to support reporting and analysis needs - Collaborate with agency partners while maintaining internal ownership of data analysis and interpretation - Support local and field marketing analytics needs, including market-level performance analysis - Partner with regional stakeholders to support market-specific reporting and ensure consistent measurement standards across North America
Annual Base Salary Range: $90,000-$108,000