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 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
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 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