Senior Marketing Manager in London

The Senior Marketing Manager is responsible for leading the strategy and execution of marketing initiatives that drive sustained growth, maximize studio performance, and deepen client engagement across established Barry’s markets. This role has larger ownership of the development of localized, data-driven marketing strategies that increase client acquisition, reactivate lapsed clients, and drive higher frequency among existing clients. This role serves as a key strategic partner to Studio Operations and HQ Marketing, ensuring alignment between brand initiatives and in-studio execution including Corporate Sales, and Brand & PR.

The Senior Marketing Manager will lead studio specific-level planning, oversee National campaign execution, and identify scalable opportunities to optimize studio utilization and long-term revenue growth. This role requires a balance of strategic thinking, and hands-on leadership within local markets.

Essential Duties

Market Strategy & Leadership
Lead the development and execution of comprehensive marketing strategies across mature and NSO Barry’s markets. Responsibilities include:

• Owning local-level growth plans aligned to company and studio goals
• Identifying macro and micro trends impacting studio performance and proactively develop strategies
• Prioritizing markets, studios, and initiatives based on performance data and growth potential
• Acting as the primary marketing partner to studio leadership and HQ marketing
• Establishing best practices and scalable frameworks for mature market growth

Client Acquisition Strategy
Own and evolve the acquisition strategy to consistently drive high-quality new clients into mature studios. Responsibilities include:

• Developing multi-channel local acquisition strategies (partnerships, events, community, digital)
• Identifying and scaling high-performing acquisition channels and partnerships
• Overseeing corporate, community, and influencer partnership pipelines
• Collaborating with the Corporate Team on targeting, messaging, and campaign optimization
• Ensuring strong first-class experience alignment to maximize conversion

Client Engagement & Lifecycle Growth
Drive strategies that increase client frequency, retention, and lifetime value. Responsibilities include:

• Designing and implementing initiatives that increase visit frequency and attendance
• Partnering with Lifecycle/Tier 1 Campaign teams to localize national campaigns for maximum impact
• Developing retention-driving programming, challenges, and community-based experiences
• Creating templates & playbooks that studios can use to consistently engage their client base
• Develop and refine demographic-specific strategies and playbooks, grounded in deep analysis of client behavior and insights, that can be effectively scaled and replicated across markets.
• Identifying opportunities to deepen brand and loyalty within mature markets

Lapsed Client Reactivation Strategy
Own the strategy and execution for re-engaging lapsed clients across mature markets. Responsibilities include:

• Defining lapsed client segmentation and prioritization strategies
• Testing and scaling offers, messaging, and outreach tactics to improve return rates based on studio specific data and habits
• Equipping studio teams with tools and playbooks to support reactivation efforts
• Analysing reactivation performance and optimizing conversion to repeat attendance

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.

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. They are responsible for managing the Marketing department of the Company’s UK and Ireland business. They must regularly exercise discretion and independent judgement with respect to Marketing activities. They must draw upon advanced knowledge in the field of Marketing to perform essential job functions of this position.

Minimum Requirements
Minimally acceptable educational requirements for the position are: Degree in Marketing or relevant experience in marketing, advertising, communications or digital marketing. Minimally acceptable past experience for this position is: 5 years of experience working in marketing, communications, or relevant field. Minimally acceptable skills/proficiencies/certifications for this position are: 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 and Adobe platforms, Brandbot, Klavyoo. 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
The following skills and abilities are necessary to carry out the above listed essential job duties of this position:

• 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 effectively communicate verbally 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 effectively work as part of a team.
• Ability to understand, consider and assess the financial impact of decisions.