Director of Marketing

Job Details

Director of Marketing 

FLSA Status:  Exempt/Salary/Full-Time 

Reports to:  President 

 

Company & Benefits 

As one of the largest operators of Planet Fitness clubs, Ohana Growth Partners’ core purpose is to inspire people to change their lives (and have fun doing it)!  We are an equal opportunity employer who celebrates diversity and equity and are committed to creating an inclusive environment for all employees. Some of our benefits include: 

• Positive and professional environment where our brand promise is “Judgement Free Zone” 

• Growth Opportunities: over 90% of our management team started as an entry level team member 

• Competitive Pay and Paid Time Off (PTO) plan 

• Medical, Dental, Vision, Life & Disability Insurance 

• Employee Assistance Plan 

• 401K Retirement Fund (Annual discretionary employer match up to 6%) 

• Regular involvement in community outreach events 

• Free employee Black Card Membership 

Job Description Summary 

The Director of Marketing leads and directs, in collaboration with the President of Ohana Growth Partners, all aspects of the marketing, media, and public relations efforts to promote the Planet Fitness brand and Ohana Growth Partners Mission throughout the markets and communities we serve. The Director of Marketing serves as a Planet Fitness brand ambassador to uphold, represent, and promote the Ohana Growth Partners franchise in accordance with the Planet Fitness brand.  This position reports to the President and oversees the Marketing team.   

 

Essential Duties 

• Responsible for execution and implementation of the vision and mission for Ohana Growth Partners, in collaboration with the President of the company; 

• Manage, organize, direct, and deliver all marketing, media, and public relations strategies to support the overall vision and success of the organization, working closely with the President; 

• Work closely with the operations, finance and development teams to keep the company on budget, review site development, and create initiatives to move the company forward increasing Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA); 

• Develop and manage and make recommendations concerning marketing spend and annual budgeting allocation for local advertising, co-op, and hyper local marketing campaigns, and provide required updates/reports to PFHQ as requested; 

• Identify and advise and make recommendations to the President on critical market opportunities, competitive challenges, and associated marketing tactics to drive new member joins, maximize black card memberships, and minimize member cancellations; 

• Develop and maintain regular reporting cadence for Marketing KPIs and produce regular marketing reports and analysis around member join trends, marketing spends, member acquisition costs, and campaign return on investment (ROI); 

• Increase traffic both physically and digitally to drive new member joins and increase membership retention; 

• Manage relationships, agreements, and performance of third-party marketing agencies and media vendors; 

• Proactively manage public relations and media relations efforts to effectively promote brand including internal communications such as newsletters, company-wide updates, and a consistent internal/external brand image; 

• Build and maintain strong relationships with Planet Fitness Headquarters (PFHQ) and franchisee group marketing teams to be a trusted leader and expert across the Planet Fitness system and uphold and maintain compliance with Planet Fitness brand standards; 

• Foster and manage relationships with other franchisees and lead co-op teams across multiple DMAs; 

• Oversee, develop, train, and empower Marketing team to continually develop new skills, high quality work, and added responsibility that leads to execution of deliverables; 

• Implement local marketing plans to drive community awareness in preparation of new club openings, pre-sale activity, re-equips, renovations, and overall community presence and member appreciation;   

• Provide market analysis during new club location assessment processes to maximize potential in market penetration, infill strategies, and new member growth;  

• Assist in potential future franchise acquisitions by analyzing the new markets, understanding the competitive landscape, making recommendations to the President, and establishing agency and media support for newly acquired clubs; 

• Travel to each territory to review potential sites for marketing opportunities and meet with PFHQ AMM’s for Grand Openings and to keep good relations with the teams in market; 

• Demonstrate a commitment to diversity, equity, and inclusion that embraces the contributions of all team members;  

• Embrace a service culture as an empathetic servant leader;  

• Strive to be world class, humorous, inspirational, and memorable in every action we take; 

• Believe in and promote the company’s core values, business philosophies, core purpose, and brand promise; and,  

• Perform all other duties as assigned or required.   

 

Education & Experience 

• Bachelor’s or Master’s Degree in Marketing, Public Relations, Business or related field;  

• Previous marketing and/or fitness club experience;  

• Experience working in both corporate and operations environments;  

• Experience leading negotiations with professional and collegiate sports associations;  

• Expertise in media valuations and brand partnerships to maximize exposure and drive strategic growth;  

• Experience with a variety of multimedia platforms and methods; 

• Experience researching, evaluating, and developing marketing plans; and, 

• Advanced computer literacy. 

 

Skills & Abilities 

• Knowledge of marketing and public relations best practices;  

• Excellent oral and written communication, interpersonal, presentation, and facilitation skills with the ability to build relationships and influence stakeholders at all levels of the organization; 

• Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines; 

• Demonstrated ability to collaborate with cross-functional teams; 

• Ability to analyze data and metrics to measure outcomes and make data-driven decisions; 

• Ability to work independently and as part of a team in a fast-paced, dynamic environment; 

• Process and procedure oriented; 

• Attention to detail and accuracy; 

• Strong organizational skills; and, 

• Quick learner and technologically savvy. 

 

Physical Environment & Requirements  

• Primarily indoor office environment with normal exposure to light, sound, heat, and cold; 

• Desk work with ability to sit or stand; and, 

• Must be able frequently move, lift, push, pull, carry at least 30 lbs. 

 

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the job. 

 

Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time. This description reflects management’s assignment of essential functions, it does not prescribe or restrict the tasks that may be assigned. This job description is subject to change at any time.