Director of Analytics, Customer & Growth

Director of Analytics, Customer & Growth

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. 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.

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.
• Partner with senior brand and marketing leadership to translate business strategy into analytics priorities.
• 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 and 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 and 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.
• 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.

Team 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 for growth.
• Models Purpose Brands values and demonstrates leadership qualities respected by peers, direct reports, and senior leaders.
• Direct reports understand how their work contributes to business success and receive actionable feedback.
• Direct reports feel challenged and are learning and growing professionally.

COE / Initiatives Leadership

• Own and evolve the charters for Customer and Growth Analytics Centers of Excellence.
• Propose analytics initiatives to senior leadership and evaluate initiative requests from stakeholders.
• Develop multi‑year roadmaps for analytics deliverables, soliciting input from stakeholders including executives.
• 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.

Initiatives 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 aligning with the technology roadmap and optimizing for cost, scalability, and sustainability.
• Is plugged into brand, technology, and analytics roadmaps and uses this context to suggest solutions and establish focus areas with strong strategic fit.
• Seen as a thought leader by team members and stakeholders and comes up with innovative solutions.
• Builds solutions that are technologically sound, scalable, and well‑supported across Technology and Operations.

Qualifications & Experience

• 10+ years of experience in analytics, with significant depth in marketing/acquisition analytics and/or customer analytics.
• 5+ years of management experience in Analytics, including experience managing managers.
• Deep expertise in customer lifecycle analytics – acquisition funnel optimization, marketing attribution, 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 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, translating complex analytical concepts and findings into understandable and actionable messages for executive audiences.
• Ability to influence without authority, collaborating and communicating with senior leadership and larger business audiences.
• Strong strategic thinking skills, connecting insights to business outcomes and anticipating 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?

• 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 observes 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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