Manager, Public Relations and Influencer Strategy

Responsibilities

• PR & Media Relations
• - Serve as the primary day-to-day lead for external PR agencies and media partners, driving proactive pitch strategies across consumer, business, fitness, and lifestyle outlets.
• - Draft and maintain all external communications assets (press releases, briefing docs, Q&As, media lists, online press room), while prepping internal leadership and studio talent for media appearances.
• - Develop, standardize, and execute regional launch playbooks to secure local media buzz, VIP attendance, and sustained community momentum for new studio rollouts.
• - Identify long-form narrative and executive visibility opportunities to position Barry’s as a cultural and wellness leader, while navigating sensitive communications situations with discretion.
• Influencer & Creator Marketing
• - Build and own a multi-tiered influencer strategy spanning always-on seeding, tentpole campaign moments, VIP/celebrity partnerships, and new studio openings, driving consistent earned reach and brand affinity.
• - Conceptualize and produce creator experiences and touchpoints that deepen creator relationships, generating organic advocacy and long term brand support.
• - Partner with internal teams to assist in establishing a consistent flow of on-brand content for paid and organic social channels.
• - Maintain and scale an active, organized internal database of creators, tastemakers, and cultural voices.

Requirements

• 5+ years of PR, communications, and influencer marketing experience, ideally within a high-growth consumer or lifestyle brand. Agency or in-house experience welcome- both are a plus!
• Proven track record managing external PR agencies and executing integrated campaigns.
• Deep understanding of TikTok, Instagram, YouTube, and emerging social platforms, paired with strong creative instincts to identify partners and opportunities that fit Barry’s brand vision.
• Hands-on experience with creator and media reporting platforms such as Tribe Dynamics, CreatorIQ, Traackr, or similar tools.
• Demonstrated ability to build tracking frameworks, establish KPIs, and analyze performance data (e.g., EMV, SOV, engagement) to guide strategy and present campaign results.
• Strong existing relationships with consumer, lifestyle, wellness, and business media and creators.
• Exceptional written, verbal, and interpersonal communication skills, including experience briefing spokespeople and drafting external-facing materials.
• High degree of discretion, poise, and sound judgment when handling confidential brand information and sensitive communications situations.
• Proven agility in high-growth, fast-paced environments, with the ability to balance multiple competing initiatives and execute effectively against tight deadlines.
• Genuine passion for fitness, wellness, culture, and the Barry’s brand.