Senior Marketing Manager
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Job Summary
Title: Senior Marketing Manager | Date Last Reviewed: 08/2026 |
Reports To: COO | FLSA: Exempt |
Department: Marketing | Hours: Full Time |
Work Location: UK HQ | |
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 Barrys 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 Barrys 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 Analyzing 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 Barrys 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 Barrys community and culture standards and live the company mission vision and values daily Represent the Barrys brand within the studio and throughout the fitness community at large. Accessing protecting and maintaining the privacy of employee personnel records including compensation information generally and as used in the performance of the duties described above. 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:
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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. Are responsible for managing the Marketing department of the Companys UK and Ireland business. Must regularly exercise discretion and independent judgement with respect to Marketing activities. Must draw upon advanced knowledge in the field of Marketing to perform essential job functions of this position. | |
Minimum Requirements | |
o Deep knowledge of digital channels analytics tools (Google Analytics WebTrends) and Google Ads o 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
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 |
Required Experience:
Manager
About Company
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 mate ... View more
