Field Marketing Manager
Barry's, New York, NY, United States
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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
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
Client Engagement & Lifecycle Growth
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
Lapsed Client Reactivation Strategy
Own the strategy and execution for re-engaging lapsed clients across mature markets.
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.
Building and maintaining strategic relationships with key local businesses, brands, and organizations
Identifying partnership opportunities that align with Barry’s 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.
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 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
Member Frequency & Engagement
Retention rates and membership churn trends
Community size and engagement metrics
Participation in events, challenges, and activations
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 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
#J-18808-Ljbffr
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
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
Client Engagement & Lifecycle Growth
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
Lapsed Client Reactivation Strategy
Own the strategy and execution for re-engaging lapsed clients across mature markets.
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.
Building and maintaining strategic relationships with key local businesses, brands, and organizations
Identifying partnership opportunities that align with Barry’s 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.
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 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
Member Frequency & Engagement
Retention rates and membership churn trends
Community size and engagement metrics
Participation in events, challenges, and activations
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 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
#J-18808-Ljbffr