Vice President of Marketing

Position Overview

This is a Full-time, salaried opportunity at National Fitness Partners—a company that doesn’t just work in fitness, but TRANSFORMS LIVES through affordable fitness. As the largest Planet Fitness franchise serving over one million members across 200+ clubs nationwide, we create a Judgement Free fitness experience rooted in accountability, passion, and ambition. Join us if you’re ready for a career where your passion meets purpose.

We seek a visionary marketing leader to drive and execute innovative marketing strategies that fuel member acquisition, retention, and revenue growth. In this role, you’ll lead a dynamic team, manage agency relationships, optimize budgets, and collaborate with Finance, Operations, and IT to align marketing efforts with our business goals.

Key Responsibilities

• Coach, lead, and manage the marketing team responsible for executing the overall marketing plan to drive membership growth.
• Lead the development, review, and execution of national and local media campaigns (digital, traditional, and in-club) to ensure consistent brand messaging.
• Provide strategic direction and support for local marketing efforts including competitive tactics, presale campaigns for new clubs, and ongoing optimization of local marketing tools.
• Oversee email marketing strategy and content execution, ensuring robust engagement and retention.
• Manage the allocation and oversight of the National Advertising Fund (NAF) and Local Advertising Fund (LAF); track budget performance against actual spend and define key performance indicators (KPIs).
• Analyze market trends, consumer behavior, and competitive dynamics to continuously optimize marketing strategies.
• Serve as the primary relationship manager for marketing agencies and lead negotiations for sponsorships, co-op, and partnership campaigns.
• Collaborate cross-functionally with Finance, Operations, and IT to ensure that marketing strategies align with overall business objectives.

Required Qualifications

• Bachelor’s degree in Marketing, Communications, Business Administration, or a related field.
• Proven experience in gathering and evaluating customer/member data, generating reports, and providing detailed campaign analysis.
• Extensive experience managing marketing strategy and media agencies.
• 10+ years of progressive marketing leadership, including significant budget and agency management experience (preferred industries: hospitality, retail, QSR, franchising).
• Demonstrated track record in campaign development, ROI-driven media planning, and cross-channel marketing execution.
• Strong analytical, reporting, leadership, and relationship management skills.
• Willingness and ability to travel overnight and daily up to 25% of the time.

Benefits & Perks

• Cell Phone Stipend
• Growth Opportunities: Over 90% of our management team started as entry-level team members!
• PTO for all employees
• 401K Retirement Fund: Employer match up to 4%!
• Health Insurance Options including Health, Dental, Vision, and family life insurance, and more
• Basic Life Insurance & Short-Term Disability (100% Company Paid)
• Employee Assistance Program
• Free employee Black Card Membership (includes one free membership for an immediate family member)