About the role

The Field Marketing Manager - New Studio Openings & Growth is responsible for leading and executing the marketing strategy that drives successful Barry's studio launches. This role owns the development and implementation of marketing initiatives designed to maximize pre-sale membership growth, brand awareness, and early client acquisition in new markets following and elevating the Barry's NSO Playbook.

The Field Marketing Manager of New Studio Openings & Growth acts as the key liaison between Marketing, Sales, and Studio Operations to ensure that every new studio launch is supported with a comprehensive go-to-market strategy unique to the new location. This includes market research, partnership development, grassroots marketing, community building, launch event execution and a hyper focus on membership sales.

This role is accountable for achieving new studio KPIs including pre-sale membership targets, first-timer acquisition, early retention milestones, and community engagement benchmarks.

Travel to launch markets and extended time in new studio locations is required to support pre-sale periods and opening phases.

Essential Duties of the role the ability to consistently and reliably perform the following duties is essential to accomplishing the goals of this position.

Time period of New Studio Responsibility:

• Pre-Opening: Construction Start Date
• Post-Opening: Once studio has "graduated" and hit paid attendance goals

What you'll do

New Studio Opening Strategy & Execution

• Lead the marketing strategy and on-the-ground execution for all assigned new Barry's studio openings.
• Develop comprehensive market entry and launch plans that build awareness and drive pre-sale memberships prior to opening.
• Partner with Real Estate, Operations, and Marketing/Sales teams to align timelines and marketing activation phases for new studio openings.
• Support the full new studio lifecycle, including:
• • Market introduction and brand awareness
  • Pre-sale lead generation
  • Pre-opening membership acquisition
  • Pre-Sale & Post-Sale Goals
  • Grand opening marketing and launch events
• First 90-day stabilization strategy
• Travel to new markets to lead local marketing activation during key phases of the opening process.
• Serve as the primary marketing partner to studio leadership during the pre-opening and early operating phases.
• Execute market demographic deep dive utilizing Placer data provided in order to understand specific tactics for the target client "type" using the demographic tactic playbook

New Studio Membership & Sales Growth & KPI Ownership

• Drive performance against key new studio success metrics by leveraging market insights, performance data, and analytics to optimize launch strategies and accelerate growth.
• Drive performance against critical NSO KPIs, including:
• • Pre-sale membership goals
  • Lead generation and conversion
  • First-timer acquisition
  • Paid attendance and class utilization
  • Early retention milestones
  • Community partnership growth
• Utilize market research, demographic insights, competitive analysis, and client behavior data to inform localized opening strategies and identify opportunities for client acquisition.
• Monitor weekly studio performance against established goals, analyze trends, and identify opportunities to optimize marketing efforts.
• Leverage data to diagnose performance gaps and develop actionable recommendations. For example, if a studio is not pacing toward weekly paid attendance goals, analyze acquisition channels, campaign performance, membership trends, and client engagement insights to identify opportunities and implement strategies to improve results.
• Partner with Sales and Studio Operations to execute data-informed action plans that drive membership growth and overall launch success.
• Provide post-launch insights and recommendations to continuously improve the New Studio Opening Playbook and future launch strategies.

Market Development & Community Partnerships

• Conduct deep research on new studio markets to identify high-impact outreach opportunities and strategic partnerships.
• Develop pipelines of corporate partners, community organizations, local influencers, and brand partners that can help drive awareness and early client acquisition.
• Execute grassroots marketing strategies including:
• • Local partnerships
  • Community activations
  • Pop-ups and experiential events
  • Health fairs and fitness events
  • Retail takeovers and brand collaborations
  • Work with local influencers to support promotion of offers and opening
• Actively represent Barry's in the community and build relationships that strengthen the brand presence in new markets.

Launch Events & Brand Activation

• Lead the planning and execution of new studio launch campaigns and grand opening events.
• Coordinate marketing initiatives such as:
• • Pre-opening preview classes
  • Influencer and VIP events
  • Community workouts
  • Corporate partner events
  • Grand opening celebrations
• Ensure all activations align with Barry's brand standards and deliver high-impact client experiences.

Studio Leadership Support

• Partner closely with Studio Managers and Operations leaders and Talent during the pre-opening phase to prepare teams for launch success.
• Train studio leadership teams on marketing initiatives, outreach strategies, and community engagement expectations.
• Provide guidance and tools to help studios maintain momentum following opening.
• Support studio teams in executing localized marketing initiatives that drive continued membership growth.

National Marketing Integration

• Collaborate with the national marketing team to implement campaigns and initiatives that support new studio openings.
• Adapt national marketing tools and strategies to local markets to ensure maximum relevance and impact.
• Provide insights and feedback from launch markets to help refine national marketing strategies and future studio launch plans.

Corporate Partnerships

• Identify and develop relationships with key corporate partners in new studio markets.
• Introduce Barry's offerings to local companies and organizations to generate early membership opportunities and private event partnerships.
• Leverage local business networks to support long-term studio growth and brand awareness.
• Work closely with the corporate partnership teams to share leads and distribute assets, information and/or perks.

Qualifications

• 2+ years of marketing, PR, or communications experience
• Experience in event marketing, partnerships, or market launches preferred
• Strong project management and organizational skills
• Excellent communication and presentation abilities
• Ability to work in fast-paced, high-growth environments
• Strong analytical and problem-solving skills
• Ability to manage multiple initiatives and tight deadlines simultaneously

The pay range for this role is:

80,000 - 90,000 USD per year (New York)

80,000 - 90,000 USD per year (Los Angeles)