Director of Analytics, Customer

Purpose Brands, the parent company of Orangetheory, Anytime Fitness, Waxing the City, The Bar Method, and Basecamp Fitness, is seeking a Director of Analytics, Customer & Growth to join its team. This is a great position for someone who is looking to expand their career, and join a company with a fun, fast-paced and inspirational culture.

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 Director of Analytics, Customer & Growth to join its team. In this role you will lead the analytics strategy and execution across two critical business domains: customer engagement and customer acquisition. You will set the vision for how data and analytics drive decisions that help our brands acquire more members and keep them engaged longer.

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 extensive experience leading analytics teams, partnering with senior executives, and driving strategic initiatives that span multiple business functions. You can balance tactical analytics needs with building long-term capabilities, putting today's decisions into the context of how the analytics function must evolve to support the company's goals.

Director of Analytics, Customer & Growth

PURPOSE & IMPACT (Duties & Essential Functions)

This role has one overarching purpose - providing the analytics insights that help our brands grow their member base through efficient acquisition and effective engagement. You will be the strategic analytics partner for brand and cross-brand marketing leadership, building out our analytical capabilities for acquisition funnel optimization, customer engagement, retention strategies, and lifetime value measurement.

Customer & Growth Analytics Strategy:

• Develop and own the strategic vision for Customer Analytics and Acquisition Analytics, ensuring alignment with brand and company objectives. Define how analytics capabilities will evolve to meet future business needs.

• Partner with senior brand and marketing leadership to translate business strategy into analytics priorities. Influence strategic decisions through data-driven insights and recommendations.

• Design comprehensive measurement frameworks spanning the full customer lifecycle - from prospect touchpoints and acquisition funnels through engagement, retention, and lifetime value.

• Lead the development of advanced analytics capabilities including marketing attribution modeling (MMM/MTA), customer lifetime value modeling, churn prediction, and customer segmentation.

• Identify strategic data assets to be built across the customer and acquisition domains. Develop frameworks for how these data assets answer broad sets of questions or support common analysis patterns. Partner with Engineering to develop the data infrastructure and architecture.

• Champion data-informed decision making across the organization. Promote democratization of data access through appropriate self-serve environments.

• Take on the most challenging analyses with enterprise-wide impact, applying expert-level skills in problem framing, analytical approach selection, and executive-level communication of insights.

• Build the strategy, processes and practices to ensure data and analytics integrity across both domains.

Performance Expectations:

• Provides thought leadership and strategic direction to senior leadership on analytics approaches for customer acquisition and engagement optimization.

• Anticipates future business needs and builds analytics capabilities proactively. Connects insights across customer lifecycle stages to drive holistic business impact.

• Ensures all insights and recommendations from the team hold up under executive scrutiny and use sound analytic reasoning and methodologies.

• Is recognized by brand, marketing and operations leadership as a trusted strategic partner who helps shape and evolve business strategy.

• Provides strategic context to Engineering and Technology partners to influence decisions on data architecture, systems design, and analytics infrastructure.

Recruiting & Team Development:

• Lead and develop a team of Business Intelligence Analysts / Managers across Customer and Acquisition Analytics. Build organizational capability through strategic hiring, coaching, professional development, and the integration of offshore personnel.

• Identify capabilities needed on the Analytics team and develop job descriptions and performance standards. Partner with HR to develop and execute recruiting strategy that ensures a diverse candidate pipeline.

• Coach team members to develop business understanding, problem framing, analysis, teamwork, and communication skills to perform at the next level. Create clear career paths and development opportunities.

• Ensure every direct report has a current development plan and receives formal feedback at least once per quarter.

• Allocate team members to initiatives and projects based on their skills and development needs with the goal of maximizing team output while fostering individual growth.

Performance Expectations:

• Maintains a strategic view of team evolution, working with Analytics leadership to anticipate how the team must grow and develop over a 1-2 year horizon.

• Assesses how well direct reports meet the requirements of their jobs and provides actionable examples. Fosters growth by assisting direct reports in setting meaningful goals aligned with strategic business objectives.

• Models Purpose Brands values. Leadership qualities are noticed and respected by peers, direct reports, and senior leaders.

• Direct reports know what is expected of them, understand how their work contributes to business success, and receive actionable feedback.

• Direct reports feel challenged in their roles and that they are learning and growing professionally.

COE / Initiatives Leadership:

• Own and evolve the charters for Customer and Growth Analytics Centers of Excellence. Charters include purpose, goals, scope, and measures of success. Assess and communicate business value and build support with senior leadership.

• Propose analytics initiatives to senior leadership and evaluate initiative requests from stakeholders. Explain how initiatives will affect company strategies and improve decisions. Prioritize resources and deliverables across competing requests.

• Develop multi-year roadmaps for analytics deliverables, soliciting input from stakeholders including executives. Apply product management practices. Develop staffing plans and partner with project managers to set up initiatives for success.

• Work with Engineering teams to build out data models that improve analytics productivity and enable advanced capabilities.

• Be the strategic thought partner for Product teams in developing prospect, member, and franchisee-facing solutions that leverage data and analytics frameworks.

• Lead multiple initiatives across Customer and Acquisition domains from discovery through delivery. Provide thought leadership, remove obstacles, and ensure successful execution.

Performance Expectations:

• Provides detailed business context for analytics initiatives and explains the strategic rationale behind decisions.

• Reconciles business requirements from multiple stakeholders with analytical and technical options. Proposes solutions that deliver on stakeholder needs while ensuring fit with technology roadmap and optimizing for cost, scalability, sustainability.

• Is plugged into brand, technology, and analytics roadmaps. Uses this context to suggest solutions and establish focus areas with strong strategic fit.

• Seen as a thought leader by team members and stakeholders, coming up with innovative solutions and approaches others may not have considered.

• Works across Technology and Operations to build solutions that are technologically sound, scalable, and well-supported.

QUALIFICATIONS & EXPERIENCE:

• 10+ years of experience in analytics, with significant depth in marketing/acquisition analytics and/or customer analytics. Proven track record of partnering with senior executives and driving strategic business outcomes.

• 5+ years of management experience in Analytics, including experience managing managers. Demonstrated ability to build and develop high-performing analytics teams.

• Deep expertise in customer lifecycle analytics - including acquisition funnel optimization, marketing attribution (MMM/MTA), customer lifetime value modeling, retention analysis, and customer segmentation.

• Experience designing and analyzing A/B tests for marketing campaigns, pricing strategies, engagement interventions, and retention programs.

• Strong foundation in statistical concepts, experimental design, predictive modeling, and their practical business application.

• Experience leading multiple projects or initiatives simultaneously, prioritizing resources and deliverables across competing stakeholder requests.

• BS/BA in computer science, statistics, mathematics, business administration, economics, or related field. MBA or advanced degree strongly preferred.

• Proficiency in SQL and general understanding of data modeling concepts. Familiarity with Python, R, or other analytical languages. Experience with enterprise BI platforms (Power BI, Tableau).

SKILLS & ABILITIES

• Broad business acumen, demonstrated by translating complex analytical concepts and findings into understandable and actionable messages for executive audiences.

• Demonstrated ability to influence without authority. Excellent collaboration and communication skills with experience presenting to senior leadership and larger audiences of business leaders.

• Strong strategic thinking skills with ability to connect insights to business outcomes and anticipate future analytics needs.

• Skilled at motivating, coaching, and leading a team of analytically minded professionals at multiple levels.

• Mature judgment and independence in navigating ambiguous situations and making decisions with incomplete information

What's in it for you?

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

• Medical, Dental and Vision Coverage
• Hybrid Work Environment
• Life and Disability Insurance
• Unlimited Time off + Paid Holidays
• Fridays off between Memorial Day and Labor Day
• 401(K) Savings Plan Matching at 4%
• 10 Coaching and Therapy sessions
• Mental Health Benefits
• Brand Discounts & Reimbursements
• In-house workout facilities
• Professional Development Opportunities
• Team Building, Employee Engagement Activities & so much more

WORK SCHEDULE
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
Purpose Brands is committed to encouraging, facilitating, and upholding an environment centered on diversity, equity, and inclusion across every facet of the Purpose Brands. 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
Purpose Brands 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.

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