Planet Fitness, Inc. promoted Jamie Medeiros, vice president of national marketing, to chief brand officer.

Medeiros, a 22-year company veteran, will lead brand strategy and collaborate with agencies across the organization to ensure the brand’s vision through national and local marketing strategy, creative, brand marketing sponsorships, activations, and social media, reporting to Chris Rondeau, CEO.

“Jamie has played a pivotal role in developing and leading the breakthrough national marketing campaigns that have built our brand over the past two decades, including iconic advertising campaigns like ‘Lift Things’ and ‘No Gymtimidation,’ along with pillar marketing sponsorships like our New Year’s Eve celebration in Times Square,” said Rondeau. “She brings tremendous brand marketing leadership experience and institutional knowledge to this role, in addition to her strong ability to collaborate internally with franchisees and agency partners. I am confident that Jamie will continue to drive impactful results and strengthen our position as a leader in health and fitness.”

Medeiros joined Planet Fitness in 2000, where she worked at the front desk in the company’s third location before moving to the Planet Fitness corporate marketing team. Throughout her tenure, she has held roles of increasing responsibility, with her most recent position as vice president, national marketing. Medeiros has helped to develop and refine Planet Fitness’ marketing strategy and differentiated ‘Judgement Free’ positioning in the fitness industry, which has spurred brand growth and increased its membership to “16.5 million members and 2,324 stores.”