Field Marketing Manager at Barry's – New York, New York

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 race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law. Applicants with disabilities who need assistance with the application process may be entitled to a reasonable accommodation in accordance with applicable law. If you need assistance in completing this application or with the application process because of a disability, please contact the People and Culture Department (people@barrys.com).

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 corporate offices.

About the role

The Field Marketing Manager – Mature Market Growth 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. The Manager serves as a key strategic partner to Studio Operations and HQ Marketing, ensuring alignment between brand initiatives and in-studio execution.

The Field 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.

What you'll do

Market Strategy & Leadership

Lead the development and execution of comprehensive marketing strategies across mature Barry’s markets.Owning local-level growth plans aligned to company and studio goalsIdentifying macro and micro trends impacting studio performance and proactively develop strategiesPrioritizing markets, studios, and initiatives based on performance data and growth potentialActing as the primary marketing partner to regional and studio leadership teamsEstablishing 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.Developing multi-channel local acquisition strategies (partnerships, events, community, digital)Identifying and scaling high-performing acquisition channels and partnershipsOverseeing corporate, community, and influencer partnership pipelinesCollaborating with the Corporate Team on targeting, messaging, and campaign optimizationEnsuring strong first-class experience alignment to maximize conversion

Client Engagement & Lifecycle Growth

Drive strategies that increase client frequency, retention, and lifetime value.Designing and implementing initiatives that increase visit frequency and attendancePartnering with Lifecycle/Tier 1 Campaign teams to localize national campaigns for maximum impactDeveloping retention-driving programming, challenges, and community-based experiencesCreating templates & playbooks that studios can use to consistently engage their client baseDevelop 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.Defining lapsed client segmentation and prioritization strategiesTesting and scaling offers, messaging, and outreach tactics to improve return rates based on studio specific data and habitsEquipping studio teams with tools and playbooks to support reactivation effortsAnalyzing 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.Building and maintaining strategic relationships with key local businesses, brands, and organizationsIdentifying partnership opportunities that align with Barry’s premium positioningOverseeing execution of events, activations, and collaborations at scaleEnsuring consistent, high-quality brand representation across all local touchpointsCreating 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.Leading cross-functional planning and alignment for market-level initiativesTranslating corporate campaigns into effective local execution strategiesProviding feedback loops from studios to inform broader marketing strategyPartnering with Operations to ensure marketing efforts align with in-studio operational protocolsDriving accountability across stakeholders to deliver against shared goals

KPI Ownership & Performance Management

The 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 ratePartnership-driven acquisition

Lapsed Client Reactivation

Lapsed client reactivation rateCampaign conversion performance

Member Frequency & Engagement

Retention rates and membership churn trendsCommunity size and engagement metricsParticipation in events, challenges, and activations

Studio Utilization

Class utilization and paid attendance

Qualifications

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 partnersExperience developing scalable marketing playbooks, toolkits, and training resources for distributed teamsStrong financial acumen with experience managing budgets and allocating resources effectively across multiple marketsDemonstrated ability to analyze performance data and translate insights into actionable, growth-driving strategiesConfident presenter with experience sharing performance insights and strategic recommendations with senior leadershipTrack record of testing, learning, and optimizing marketing initiatives to drive measurable business impactHighly organized with strong project management skills and the ability to manage multiple priorities in a fast-paced environmentExcellent communication and collaboration skills, with the ability to influence stakeholders across levels and functionsPassion for fitness, hospitality, or experiential brands is a plusThe pay range for this role is:80,000 - 85,000 USD per year(New York)