Director, Consumer Insights

Director Of Consumer Insights

As a key member of the strategy team, the Director of Consumer Insights will be instrumental in shaping and driving Planet Fitness's consumer understanding and strategic direction. This role will focus on uncovering deep consumer insights through qualitative and quantitative research methodologies to inform and influence business decisions, strategic initiatives, and innovation.

The Director of Consumer Insights will lead the development and execution of a comprehensive consumer insights agenda, leveraging data and analytics to provide actionable recommendations that inform brand strategy, enhance member experience and drive business growth for Planet Fitness and its franchise partners. This leader will work closely with cross-functional teams, including Strategy, Marketing, Operations, and Development, to ensure that consumer insights are integrated into all aspects of the business.

This role requires a balance of strategic thinking and tactical execution with a strong analytical background, excellent communication skills, and the ability to translate complex data into clear, actionable insights. The ideal candidate will have a proven track record of driving consumer-centric strategies and a passion for understanding consumer behavior and trends in the fitness space and beyond. The individual will play a critical role in ensuring that the voice of the member is at the forefront of decision-making, driving both short-term and long-term growth for Planet Fitness.

Competencies for Success

To be successful in this role, the Director of Consumer Insights will :

• Design and implement comprehensive consumer research initiatives that provide deep insights into consumer behavior, preferences, and trends, aligning with the company's strategic objectives.
• Act as the go-to expert for consumer insights within the organization, developing strategies that inform and influence business decisions.
• Promote the use of data and analytics across the organization, ensuring that consumer insights are consistently leveraged to drive business growth.
• Work closely with senior leaders across Strategy, Marketing, Operations, and Development to integrate consumer insights into all aspects of the business.
• Employ both qualitative and quantitative research methodologies to uncover actionable insights.
• Interpret complex data from various sources, providing clear, actionable recommendations.
• Establish and manage relationships with external consumer research partners and vendors.
• Advocate for the consumer / potential member within the organization.

The ideal candidate will balance strategic thought and tactical execution with a strong analytical background and a passion for understanding consumer behavior and trends. They will possess excellent communication and relationship-building skills, with the ability to translate complex data into clear, actionable insights. With a proven track record of driving consumer-centric strategies, the Director of Consumer Insights will play a critical role in ensuring Planet Fitness's long-term success and growth.

Responsibilities

Lead the development and execution of a comprehensive consumer insights strategy.

Design and manage consumer research studies.

Partner with key stakeholders to ensure that consumer insights are integrated.

Lead and inspire high-performing cross-functional teams.

Qualifications

Perks

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.