Hybrid Marketing Director bei Barry's Careers

About the role

The Director of Marketing will oversee all marketing activity for Barry’s in the UK, leading the development and execution of a fully integrated strategy that supports business growth and reflects Barry’s global brand values. This role will ensure local marketing efforts align with company-wide objectives, driving brand awareness, client acquisition, and community engagement. The Director will lead the UK marketing function, with a strong emphasis on performance marketing, paid media optimization, and delivering measurable return on investment — all while building a best-in-class brand presence in the market.

What you'll do

• Lead and manage all marketing efforts across the UK, including campaign execution, brand positioning, digital marketing, and community initiatives
• Oversee the UK paid media strategy (Google Ads, Meta, TikTok, affiliates) with a strong focus on ROI
• Support New Studio Openings (NSOs), including quarterly travel and oversight of local marketing plans.
• Establish and drive the UK marketing roadmap, aligning global initiatives, goals and commercial targets such as paid attendance and new client growth
• Collaborate with the Marketing Team to build high-impact, hyper-local strategies aligned with campaigns and timelines
• Lead the development of SOPs and performance metrics for local campaigns that prioritize measurable results
• Develop and execute comprehensive growth strategies to achieve business objectives, focusing on customer acquisition, engagement, and retention
• Responsible for overseeing marketing campaigns across all channels, analyzing performance data, and optimizing marketing efforts to improve KPIs
• Identify and implement cutting-edge marketing tools and techniques, fostering a culture of experimentation and A/B testing to improve marketing effectiveness and identify new opportunities
• Support acquisition and retention strategies through localized communication and activation.
• Coach General Managers, empowering them to build engaged, self-sustaining local networks
• Act as a key partner in operationalizing and scaling campaigns for the UK market
• Contribute to long-term strategic planning, budgeting, hiring, and team structure to support continued business growth
• Lead weekly marketing team meetings and participate in cross-functional sessions (sales, studio strategy, operations)
• Identify opportunities for process improvement across systems, workflows, and communication within the team and with other departments
• Streamline communication flows and promote collaboration across Marketing, Operations, Retail, Fuel Bar, and Client Experience teams
• Build strong market understanding by staying connected to the in-studio experience, client profiles, and community dynamics
• Lead quarterly and annual campaign planning in partnership with global marketing teams
• Translate data into insights and actions; deliver clear, compelling reporting for internal stakeholders and executive leadership
• Exemplify Barry’s core values and make sure that all initiatives are in line with our mission, vision, and values
• Partner with executive leadership to understand broader strategic goals to make sure all initiatives and efforts are in alignment

Qualifications

• 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 Company’s UK 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.  
• Minimally acceptable educational requirements for the position are: Bachelor’s Degree. (Preferably degree in marketing, advertising, communications or digital marketing).
• Minimally acceptable past experience for this position is 5 years of experience working in marketing, communications, or relevant field.
• Minimally acceptable skills/proficiencies/certifications for this position are: In-depth knowledge of marketing and communications processes & Understanding of the Fitness space and overall Health & Wellness industries
• Excellent verbal and written communication skills
• Working knowledge of Microsoft, G-Suite and Adobe platforms. Deep knowledge of digital channels, analytics tools (Google Analytics, WebTrends), and Google Ads. 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
• Ability to lead, delegate to, and collaborate with a team of direct reports and colleagues, including those who may work remotely/in other regions
• Proven track record managing six-figure+ paid media budgets with measurable impact
• Established portfolio of media and PR contacts