Senior Marketing Manager

We appreciate your interest in employment with Barry’s! Barry’s is committed to a policy of equal employment opportunity and will not discriminate against an applicant or employee on the basis of age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex or sexual orientation. If you need assistance in completing this application or with the application process because of a disability, please contact the People and Culture Department.

Barry’s is the Best Workout in the WorldTM®. Founded in West Hollywood in 1998, it’s the original strength and cardio interval fitness experience that provides an immersive, high-intensity, one-hour workout that’s as effective as it is fun. Our fitness classes alternate between working out with weights and running on a treadmill. Each day focuses on a different muscle group in order to achieve real results and to prevent injuries. Our program is designed to tone muscle and maximize fat loss while spiking the metabolism for up to 48 hours following the class.

Please be aware that smoking is prohibited in all indoor areas of Barry’s studios and Head Office.

Position Summary

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.

Responsibilities include:

• Owning local-level growth plans aligned to company and studio goals.
• Identifying macro and micro trends impacting studio performance and proactively developing strategies.
• Prioritising 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 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 localise 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.

Lapsed Client Reactivation Strategy

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

• Defining lapsed client segmentation and prioritisation 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.

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 organisations.
• Identifying partnership opportunities that align with Barry’s premium positioning.
• Overseeing execution of events, activations, and collaborations at scale.

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.

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. Responsibilities include:

• New client first visits and the first timer journey to conversion.
• Lapsed client reactivation rate.
• Retention rates and membership churn trends.

Company Culture Responsibilities

Work to uphold Barry’s community and culture standards, and live the company mission, vision, and values daily. Additional Manager-Level Expectations include:

• 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.

Authority and High-Level Requirements

Employees in this position have the authority 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 and must regularly exercise discretion and independent judgement with respect to Marketing activities.