Community Partnerships & Brand Presence

• Lead the development of high-impact local partnerships that drive both acquisition and brand equity.
• Responsibilities include:
  • Building and maintaining strategic relationships with key local businesses, brands, and organizations
  • Identifying partnership opportunities that align with Barry’s premium positioning
  • Overseeing execution of events, activations, and collaborations at scale
  • Ensuring consistent, high-quality brand representation across all local touchpoints
  • Creating repeatable partnership models that can be scaled across markets

Cross-Functional Leadership

• Act as a key connector between Field, Studio Operations, and Corporate Marketing teams.
• Responsibilities include:
  • Leading cross-functional planning and alignment for market-level initiatives
  • Translating corporate campaigns into effective local execution strategies
  • Providing feedback loops from studios to inform broader marketing strategy
  • Partnering with Operations to ensure marketing efforts align with in-studio operational protocols
  • Driving accountability across stakeholders to deliver against shared goals

KPI Ownership & Performance Management

The Senior Field Marketing Manager is accountable for delivering measurable impact across mature market performance and ensuring marketing initiatives directly contribute to studio growth.

• Client Acquisition

  • New client first visits and the first timer journey to conversion
  • First class to membership conversion rate
  • Partnership-driven acquisition

• Lapsed Client Reactivation

  • Lapsed client reactivation rate
  • Campaign conversion performance

• Member Frequency & Engagement

  • Retention rates and membership churn trends
  • Community size and engagement metrics
  • Participation in events, challenges, and activations

• Studio Utilization

  • Class utilization and paid attendance

Company Culture Responsibilities

• Work to uphold Barry’s community and culture standards, and live the company mission, vision, and values daily
• Represent the Barry’s brand within the studio and throughout the fitness community at large.
• Accessing, protecting and maintaining the privacy of employee personnel records, including compensation information, generally and as used in the performance of the duties described above.

Additional Manager-Level Expectations

• Lead, mentor, or indirectly support junior field marketing team members
• Develop playbooks, toolkits, and training resources for studio teams
• Support management of budgets and allocate resources efficiently across markets
• Regularly present performance insights and strategic recommendations to senior leadership
• Continuously test, learn, and scale new marketing approaches to drive incremental growth

Competencies:

• Drives Vision: Talks about future possibilities in a positive way. Creates milestones to rally support behind vision. Articulates the vision in a way everyone can relate to. Creates energy and optimism for the future. Shows personal commitment to the vision.
• Drives Results: Has a strong understanding of KPIs, WIGs and business needs. Persists in accomplishing objectives despite obstacles and setbacks. Has a track record of meeting goals successfully. Pushes self and helps others achieve results.
• Communicates effectively: Is effective in a variety of communication settings. Attentively listens to others. Adjusts communication to fit the audience and the message. Provides timely and helpful information to others across the organization. Encourages the open expression of diverse ideas and opinions.

Authority and High-Level Requirements

Employees in this position:

• Have the authority, in the interest of the Company and exercising their own independent judgement to hire, discipline, transfer, promote or terminate other employees.
• Are responsible for managing the Marketing department of the Company’s UK and Ireland business.
• Must regularly exercise discretion and independent judgement with respect to Marketing activities.
• Must draw upon advanced knowledge in the field of Marketing to perform essential job functions of this position.

Minimum Requirements

• Educational Requirements: Degree in Marketing or relevant experience in marketing, advertising, communications, or digital marketing
• Past Experience: 5 years of experience working in marketing, communications, or relevant field
• Skills/Proficiencies/Certifications:
  • In-depth knowledge of marketing and communications processes
  • Understanding of the Fitness space and overall Health & Wellness industries
  • Excellent verbal and written communication skills
  • Working knowledge of Microsoft, G-Suite, Adobe platforms, Brandbot, Klavyo
  • Deep knowledge of digital channels, analytics tools (Google Analytics, WebTrends), and Google Ads
  • Proficiency with offline UX (User Experience), content management systems, and design software
  • Ability to handle multiple projects and deadlines in a fast-paced environment
  • Ability to garner consensus from a large team and obtain stakeholder buy-in on new, complex or challenging ideas
  • Strong attention to detail
  • Ability to work cooperatively and effectively with different personality types as well as other departments, vendors, and clients
  • Ability to transition seamlessly among projects of varying scale, audience, format, and distribution channel
  • Ability to lead, delegate to, and collaborate with a team of direct reports and colleagues, including those who may work remotely/in other regions
  • Proven track record managing six-figure+ paid media budgets with measurable impact
  • Established portfolio of media and PR contacts

Essential Skills & Abilities

• Ability to work a full-time schedule of at least 40 hours per week, 5 days per week.
• Ability to maintain regular, consistent, and reliable attendance in the workplace.
• Ability to routinely and consistently sit, stand, bend, reach, lift, push, pull 20 pounds, and to type, speak, read and write for as much as 8 hours per day, 5 days per week.
• Ability to perform work on/using a telephone/computer for as much as 8 hours per day, 5 days per week.
• Ability to read, speak, write, and effectively communicate verbally and in writing in English with coworkers/customers/clients and/or vendors.
• Ability to effectively lead and manage subordinate employees.
• Ability to think creatively and be responsive on a timely basis to both predictable and unpredictable workplace issues.
• Ability to effectively work as part of a team.
• Ability to understand, consider, and assess the financial impact of decisions.