Responsibilities

• Lead the development and execution of comprehensive marketing strategies across mature Barry’s markets.
• 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 regional and studio leadership teams
• Establishing best practices and scalable frameworks for mature market growth
• Own and evolve the acquisition strategy to consistently drive high-quality new clients into mature studios.
• 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
• Drive strategies that increase client frequency, retention, and lifetime value.
• 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
• Own the strategy and execution for re-engaging lapsed clients across mature markets.

Requirements

• 5+ years of experience in field marketing, regional marketing, or multi-location brand marketing (fitness, retail, hospitality, or lifestyle brands preferred)
• Proven ability to lead, mentor, or indirectly support junior team members and cross-functional partners
• Experience developing scalable marketing playbooks, toolkits, and training resources for distributed teams
• Strong financial acumen with experience managing budgets and allocating resources effectively across multiple markets
• Demonstrated ability to analyze performance data and translate insights into actionable, growth-driving strategies
• Confident presenter with experience sharing performance insights and strategic recommendations with senior leadership
• Track record of testing, learning, and optimizing marketing initiatives to drive measurable business impact
• Highly organized with strong project management skills and the ability to manage multiple priorities in a fast-paced environment
• Excellent communication and collaboration skills, with the ability to influence stakeholders across levels and functions
• Passion for fitness, hospitality, or experiential brands is a plus