Senior Manager of Marketing & Acquisition Analytics

Purpose Brands, the parent company of some of the world’s largest fitness franchises including Orangetheory, Anytime Fitness, Waxing the City, The Bar Method (& more!) is seeking a Senior Manager of Marketing & Acquisition Analytics to join its team. In this role you specialize in creating data and analysis frameworks that will shape member acquisition strategies and tactics. You’ll partner directly with marketing, sales, and franchise development leaders to optimize acquisition funnels, measure campaign effectiveness, and scale customer acquisition across our portfolio of fitness brands.

If you are looking to marry your passion for making data-informed decisions with helping people to live longer, healthier lives, here's your opportunity! You will do great on our Analytics team if you are business savvy, think critically, and understand relevant technologies, analytical methods, and statistical concepts. You have several years of experience directly managing a small team of analysts and working with product and technology leaders to create scalable analytics solutions. You can balance responding to short-term analytics requests with thinking long-term, putting today’s decisions into context of how the analytics must evolve to support the company’s goals.

PURPOSE & IMPACT (Key Responsibilities)

This role has one purpose – using data to find, attract and convert prospects to members of our fitness concepts.  You will be the go-to analytics partner for campaign optimization, attribution modeling, website optimization, and acquisition funnel performance.

Marketing & Acquisition Analytics Leadership:

• Partner with marketing and sales leaders to develop measurement frameworks for acquisition campaigns across digital and traditional channels, as well as in-store.
• Identify opportunities and work with AI lead on integrating 3rd party solutions or build predictive models that guide decision making. Examples are MMM and MTA models. Socialize models with stakeholders.
• Design and analyze A/B tests for digital and in-store acquisition tactics, promotional strategies and pricing models.
• Leverage customer insights and LTV to optimize acquisition strategies for prospect and member quality.
• Elicit, listen to, and translate business questions into analytics projects. Help stakeholders see the opportunities of using new or existing data assets to inform their member acquisition decisions.
• Take on challenging analyses with significant business impact in the member acquisition space that require expert level skills at framing the analysis question, identifying the best analytical approach given available or obtainable data, and interpreting and communicating results.
• Identify strategic data assets to be built. Develop a framework for how these data assets can answer broad sets of questions or support common analysis patterns. Collaborate with Engineering to develop the data assets and structures.
• Build a strategy, process and practices to ensure data and analytics integrity.

Performance Expectations:

• Provides thought leadership when discussing analytical approaches to optimizing acquisition with marketing and sales operations leaders.
• Anticipates questions stakeholders will ask and identify the data assets to be built now to answer those questions at the scale needed.
• Ensures insights and recommendations developed by team hold up under business scrutiny and use sound analytic reasoning and methodologies.
• Is recognized by marketing and operations leaders as their analytics partner who helps them run and evolve the business.
• Provides context to engineering and other tech partners to help them make good decisions when deciding how to structure, evolve and bring data assets online for Analytics.
• Ensures business intelligence analysts have a thorough knowledge of acquisition data domains, metrics etc. and understand the quality and reliability of the source data.
   

Recruiting & Team Development:

• Collaborate with other leaders on the team to recruit talent to the Analytics team. This includes promoting Analytics positions, providing ideas to streamline or improve the hiring process, screening and interviewing candidates, and making hiring decisions.
• Coach team members to develop business understanding, problem framing, analysis, teamwork, and communication skills to perform at the next level.
• Ensure every direct report has a current development plan and provide formal feedback at least once per quarter.
• Ensure Business Intelligence Analysts at junior and senior levels operate effectively within the organization (Analytics, Technology and working with business stakeholders).
• Manage one or more Business Intelligence Analyst and ensure they contribute effectively to initiatives and projects based on their skills.
   

Performance Expectations:

• Assesses how well direct reports meet the requirements of their jobs and provide examples. Fosters growth across the team through assisting direct reports in setting meaningful goals aligned with strategic business objectives.
• Regularly reviews performance, ensuring work is performed with care, timely and within expectations.
• Models Purpose Brands values. Leadership qualities are noticed by peers and others.
• Direct reports know what is expected of them and they understand how their work contributes to the success of the business. Direct reports receive actionable feedback.
• Direct reports feel they know how to get their work done and that they have the necessary tools, training, and access to be successful.
• Direct reports feel challenged on their jobs and that they are learning better or new ways to go about their work.
   

COE / Initiatives Leadership :

• Maintain and evolve the charter for Acquisition Analytics COE. Charters include purpose, goals, scope, and measures of success. Assess and communicate business value and work with Analytics leader to obtain support from senior leaders.
• Propose analytics initiatives to senior leadership and evaluate initiative requests made by stakeholders. Explain how they will affect company strategies and improve decisions.
• Clarify and develop roadmaps for analytics deliverables, soliciting input from stakeholders, including executives. Develop staffing plan and partner with project manager to set up projects for success.
• Work with Engineering teams to develop technical solutions to support Analytics initiatives.
• Be the thought partner for Product teams in developing prospect, member or franchisee-facing solutions that leverage data and analytic frameworks.
• Lead one or more initiatives from discovery and exploratory analysis to delivering insights, reports, dashboards, models, or other ways of making data-driven insights actionable. Break down work into deliverables needed from analysts, engineers, and stakeholders.
   

Performance Expectations:

• Seeks to understand the business context for analytics projects and clarifies the why behind requests for solutions, product features or analyses.
• Puts requests and projects into the context of brand, technology and analytics roadmaps and COE vision and develops solutions accordingly. Communicates business and roadmap context to the product team to ensure every team member can make good decisions with the business objectives in mind.
• Applies product management practices to elicit requirements and develop solutions. Can reframe problems in a more long-term context and ideate scalable solutions.
• Stakeholders rely not just on execution, but solution ideas. Reviews product ideas and solutions with Analytics leader to ensure tie-in with larger Analytics roadmap.
• As needed, works across Technology and Operations to build solutions that are technologically sound, scalable, and supported

QUALIFICATIONS & EXPERIENCE

• 5-8 years of experience in marketing analytics or acquisition analytics, with proven track record of supporting marketing / sales leadership.
• 2+ years of management experience, directly managing an Analytics team.
• Direct experience with marketing attribution modeling (MMM/MTA) and ability to translate results into actionable recommendations for marketing spend.
• Expertise in acquisition funnel analytics – measuring effectiveness of media campaigns, referrals, promotions in an omnichannel environment.
• A/B testing for marketing campaigns, pricing strategies, acquisition offers  - direct experience with how to identify worthy test opportunities, defining test parameters, evaluating results and ensuring that observed results are durable.
• Experience developing reporting and dashboards for supporting an entire business domain (e.g., Marketing, Sales, Finance etc.). Can explain how dashboards and reporting were used to run the business on a day-to-day basis.
• Familiar with descriptive statistics concepts, sampling, simple probabilistic modeling, statistical tests, optimization methods and their application. Ability to explain how and when to apply them is more important than memorizing formulas or mathematical details.
• BS/BA in computer science, statistics, mathematics, business administration, economics, or related field with a focus on logic and quantitative analysis. MBA or experience in or with specific business functions is highly desired.
• Intermediate SQL proficiency and ability to explain how other languages may be suitable to solve certain types of problems in the analytics realm better than SQL. (Ex: R or Python, when applicable) 

SALARY RANGE: $160,000-$190,000 annually

SKILLS & ABILITIES

• Can explain their method or approach of getting things done with a team of people. Management style is compatible with Purpose Brand’s core values and management ideals.
• Has developed a perspective on how to promote diversity, equity and inclusion.
• Can motivate others to bring their best selves to work.
• Comfortable with managing team members who may have stronger technical skills than oneself.
• Ability to communicate at different levels in the organization. Pays attention to the audience, goals of meetings, and topics to be addressed and calibrates communication accordingly.
• Ability to keep several projects moving forward with means other than hard work.
• Enjoys “reading” the business through data and can convey this to others. Seeks to contextualize our portfolio brands’ performance with competitor, industry, and consumer trends.

SUPERVISORY REQUIREMENTS
This position directly manages a small team of analysts.

TRAVEL REQUIREMENTS

Around 1x per quarter (1 week) to other campuses.

Why Join Purpose Brands Corporate?

We offer a competitive salary along with exceptional benefits such as:

• Free workouts at corporate clubs/studios & discounted classes and products with associated brands (Orangetheory Fitness, Anytime Fitness, Waxing The City, The Bar Method, & more!)
• Healthcare Benefits: Medical, Dental, Vision among many other supplemental benefits
• Employer Paid Benefits: Long-Term Disability and Life Insurance
• Unlimited PTO
• 10 Paid Holidays
• Up to 12 Weeks of Fully Paid Parental Leave
• State-of-the-Art Wellness Center at The Grove which includes 2 complimentary professional massages per year
• 401k Plan with Employer Contribution
• Discounts on Retail and affiliated products
• Employee Resource Groups (ERG's)
• Flexible, Hybrid Work Schedules
• Team Building, Employee Engagement activities and so much more

WORK SCHEDULE

Orangetheory Fitness, an affiliate of Purpose Brands LLC, currently observe the following hybrid work model for employees at our Boca Raton (FL), Woodbury (MN), and Seattle (WA) offices:

• Remote optional: Wednesdays and Fridays
• On-site days: Mondays, Tuesdays, and Thursdays

DIVERSITY, EQUITY, AND INCLUSION STATEMENT

Orangetheory is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Orangetheory brand. We will work to create a sustainable culture that supports a healthy space for learning and growing, valuing, and empowering every employee, inspiring a diverse franchise network, and uplifting the members and communities we serve.

EEO STATEMENT

Orangetheory Fitness provides equal employment opportunity to all individuals regardless of their race, color, creed, religion, gender, age, sexual orientation, national origin, disability, veteran status, or any other characteristic protected by state, federal, or local law. Discrimination of any type will not be tolerated.