Caitlin is the Vice President of Digital Marketing at Planet Fitness where she leads the digital media, marketing and social initiatives. Joining the brand in 2014, she was responsible for building the digital marketing team and practice with a focus on online member and prospect experience, digital communications, cross-device media, reputation management and online community engagement. Capitalizing on the brand’s momentum, she oversaw the launch digital media, search engine marketing, email and mobile programs. Under her leadership, online membership has increased steadily year-over-year. Bringing extensive experience in digital marketing, Caitlin joined Planet Fitness from Philips where in addition to her work on global healthcare marketing programs, she partnered closely with leadership to oversee the launch of new initiatives, aimed at making healthcare solutions more accessible. Prior to Philips, she worked at Microsoft, partnering with brands like Volkswagen, Toyota, Staples and LL Bean to develop revenue-generating paid search and display advertising campaigns. Her experience also includes working at Dentsu Aegis digital service agency, iProspect. Caitlin is a graduate of the University of Colorado. She currently resides in Stratham, NH where she likes to spend time outdoors with her husband, two children, and overly-pampered malamute.