Vice President of Marketing

Full-time, salaried position. 

At National Fitness Partners, we don’t just work in fitness— we TRANSFORM LIVES through affordable fitness. As the largest Planet Fitness franchise, we serve over one million members across 200+ clubs nationwide, creating a Judgement Free fitness experience.  

•  We Are Accountable – Self-starters who pursue excellence.
•  We Are Driven – Problem solvers who deliver results.
•  We Are Passionate – Positive energy with a real desire to help others.
•  We Are Ambitious – Always learning and growing toward success.

We believe in the power of our people to make a difference. If you’re looking for a career where your passion meets purpose, we want YOU on our team!

 Benefits:

• Cell Phone Stipend
• Growth Opportunities over 90% of our management team started as an entry level team member!
• PTO for all employees
• 401K Retirement Fund (Employer match up to 4%!)
• Health Insurance Options including Health, Dental, Vision, family life insurance, and more
• Basic Life Insurance & Short-Term Disability I00% Company Paid!
• Employee Assistance Program
• Free employee Black Card Membership including one free Black Card Membership for a direct family member

Ready to lead bold marketing initiatives that drive real growth? NFP is seeking a visionary marketing leader to take the reins in driving and executing marketing strategies to drive member growth and retention. You’ll lead a team that shapes and executes campaigns that fuel member acquisition, retention, and revenue—while optimizing budget allocation and maximizing ROI. You’ll manage agency relationships and lead cross-functional collaboration with Finance, Operations, and IT to align marketing efforts with business goals. As our Vice President of Marketing, you’ll provide strategic leadership in support of Planet Fitness brand’s national advertising campaigns and craft localized market strategies that resonate with our diverse markets.

Essential Job Functions:

Strategic Leadership and Campaign Execution

• Coach, Lead and manager marketing team that is responsible for all aspects of marketing plan execution to drive membership
• Lead the development, review, and execution of national and local media campaigns across digital, traditional, and in-club channels.
• Ensure consistent brand messaging across NFP corporate, regional, digital, and in-club platforms.
• Provide strategic direction and support for local marketing efforts, including competitive blunting tactics, presale campaigns for new clubs, and ongoing optimization of local marketing tools.
• Oversee email marketing strategy and content execution to support engagement and retention goals.
• Communicate marketing plans, strategies, and outcomes to key stakeholders across the organization.

Budget Management

• Oversee allocation of the National Advertising Fund (NAF) and Local Advertising Fund (LAF), ensuring optimal return on investment.
• Provide strategic direction and budget approval for sponsorships, co-op, presale, and competitive blunting campaigns.
• Track and report budget performance against actual spend, providing regular updates to senior leadership.
• Define and monitor key performance indicators (KPIs) for all campaigns, analyzing effectiveness, member growth, and retention.
• Continuously assess market trends, consumer behavior, and competitive dynamics to identify opportunities and refine strategies.

Stakeholder Relationships

• Serve as primary relationship manager for marketing agencies (Zimmerman, Moroch); lead weekly status calls and monitor performance.
• Lead sponsorship and partnership negotiations across markets to maximize brand visibility, earned media, and ROI.
• Oversee influencer marketing strategies tailored to local markets.
• Collaborate cross-functionally with Finance, Operations, and IT to integrate marketing with broader business objectives (e.g., promotional offers, marketing calendar, campaign rollouts).
• Execute co-op campaigns, managing communications with members on sponsorship assets and campaign results.

Job Requirements

• Bachelor’s degree in Marketing, Communications, Business Administration, or related field (required)
• Proven experience gathering and evaluating customer/member data, generating reports and providing detailed campaign analysis
• Extensive experience managing marketing strategy and media agencies (required)
• Proven ability to develop and execute marketing strategies within a national brand or franchise system, balancing corporate brand standards with local market execution
• 10+ years of progressive marketing leadership, including significant budget and agency management experience in a multi-unit/multi-state operation (preferred industries: hospitality, retail, QSR, franchising
• Proven track record in campaign development, ROI-driven media planning, and cross-channel marketing execution.
• Strong analytical and reporting skills, with ability to translate insights into actionable strategies.
• Exceptional leadership, communication, and relationship management skills.
• Ability for overnight and daily travel 25% of the time