Marketing Data Analyst (Hybrid)

Crunch Fitness is a rapidly expanding U.S.-based brand with over 450 franchised and corporate-owned gyms across the United States, Puerto Rico, Canada, Spain, Portugal, Costa Rica, and Australia. Our "No Judgments" philosophy drives us to make serious fitness fun and create a fitness community for all. Experience the unique opportunity to be part of our high-growth strategy, where professional development and advancement are plentiful. Together, we are redefining the fitness industry and shaping the future of inclusive fitness. Join Crunch Fitness today and be part of our supportive and innovative team.

Job Purpose: The newly established position of Senior Marketing Analyst is vital in providing comprehensive data and analytical support to the Marketing team, the franchise network, and the broader Crunch leadership team. This role reports to the Associate Director, Franchise Marketing with a dotted line to the Director of Digital & Marketing Technology.

Primary Areas of Focus: Enhance marketing performance by applying advanced analytical techniques and tools to develop deep insights influencing decision-making. Identify trends, patterns, and opportunities that contribute to marketing effectiveness. Responsibilities include driving insights, owning a member's lifetime value (LTV) calculation, evaluating return on ad spend (ROAS), assessing performance across digital marketing platforms, and delivering reports that help the team and franchise network optimize results.

Main Accountabilities:

1. Daily/Monthly Marketing Performance:

• Generate insights and ensure the team is well informed on lead and sales production/performance across the brand and by region, franchise group, and individual clubs (e.g., top/bottom performers).
• Regularly monitor brand-controlled media/return on ad spend (ROAS) and offer recommendations to improve performance.
• Analyze local marketing investments at the franchisee level to a) ensure spending compliance, b) identify top performers/best media channels/most effective creative assets, c) compare local media agency effectiveness, and d) escalate underperforming clubs/franchise groups to the marketing team.
• Measure and report on web performance, including:
  • Online lead production and sales (eCommerce), including membership mix, conversions, cart abandonment, media channel performance, and content marketing.
  • Analyze Google Analytics trends to identify key areas of improvement, providing actionable insights to optimize website performance and enhance user experience.
• Conduct regular analyses and offer insights into campaign and promotion performance:
  • Monthly national promotions
  • Digital campaigns – testing offers, creative, price promotion, etc.
  • Analyze the lead and sales funnel across channels, interpret findings, and provide recommendations to optimize and enhance performance.
• Crunch (online workout platform) performance: acquisition, retention/churn, etc.

2. Quarterly/Semi-Annual Projects:

• Evaluate local promotions to drive better sales across the network; create promotional best practices for franchisee adoption.
• Measure and report on email campaign and lead-intake landing page performance. Develop insights to create continuous improvement for campaigns and landing page conversions.
• Publish/update member Lifetime Value (LTV) calculations for the brand and segments/cohorts (e.g., gender, age, regions, member type, personal training usage, etc.).
• Analyze Crunch content performance and provide insights to the team on engagement, influence content development (workout type, length, etc.), etc.

3. Ad hoc analysis:

• Support the business through special ad hoc projects as identified throughout the year. Examples include:
  • Lifecycle of a lead based on guest pass type (1-day, 3-day, 5-day, 7-day)
  • Marketing and sales performance of renovated gyms pre and post-construction
  • Competitive analyses

4. Development of actionable reports to optimize marketing:

• Reports encompass key performance metrics, data-driven insights, and actionable recommendations for improvement. Collaborate with cross-functional teams to create customized reports tailored to specific business needs.

5. Other Competencies:

• Technical Skills:
  • Strong expertise in data manipulation and analysis is required.
  • Familiarity with advanced analytics techniques such as predictive modeling, machine learning, and data mining is highly advantageous.
  • Solid understanding of statistical concepts and methodologies.
• Analytical Skills:
  • Exceptional analytical and problem-solving abilities, with a keen eye for detail.
  • Demonstrated experience in analyzing complex data sets and deriving actionable insights.
  • Ability to interpret and communicate the findings of data analyses effectively.
  • Strong business acumen and the ability to link analytics results to strategic goals.
  • Experience in designing and analyzing A/B tests.
• Communication and Collaboration:
  • Excellent written and verbal communication skills, with the ability to convey complex analytical concepts to technical and non-technical stakeholders.
  • Proven experience in presenting findings and recommendations to management and cross-functional teams.
  • Strong collaboration skills to work effectively with diverse teams and stakeholders, including data scientists, business analysts, and executives.

Requirements:

• A bachelor's degree in a relevant field or a quantitative discipline is required.
• Minimum of 5 years of experience in data analysis, analytics, or a related field, with a proven track record of delivering impactful insights and driving data-informed decision-making.
• Experience in the fitness industry or large retailer is highly desirable.
• Experience in marketing is a plus.
• This role is new. Therefore, the ability to be a self-starter, a problem-solver, and comfortable taking the lead in charting the position's daily responsibilities is critical.
• Demonstrated ability to manage multiple projects simultaneously and deliver high-quality results within defined timelines.
• Familiarity with financial metrics, marketing metrics, ROAS calculations, and cost analysis.
• Expert in Excel, with familiarity in Domo, Tableau, Google Analytics, HubSpot, or other similar BI, analytics, and marketing automation programs.
• Experience with Customer Data Platforms (CDP) is a plus.
• This is a hybrid role but is expected to be in the office 3 days per week.

Crunch offers competitive salaries and benefits, including 401(k), medical/dental/vision plans, life and accident insurance, educational expense reimbursement, employee assistance program, flexible work hours (availability varies by office and job function), free gym membership for active employees, and more.

Crunch believes that all persons are entitled to equal employment opportunity and does not discriminate against nor favor any applicant because of race, color, religion, sex, age, veteran status, disability, national origin or ancestry, sexual orientation, gender identity, gender expression, transgender status or any other basis protected by federal, state or local law or ordinance or regulation. Equal employment opportunity will be extended in all aspects of the employer-employee relationship, including, but not limited to, recruitment, hiring, training, promotion, transfer, demotion, compensation, benefits, layoff, and termination. In addition, Crunch will make reasonable accommodations to known physical or mental limitations of an otherwise qualified applicant with a disability, unless the accommodation would impose an undue hardship on the operation of our business.

Flexible work from home options available.