About the role

The Manager of Public Relations & Influencer Strategy will be based in New York and will help lead strategic brand communications for Barry's. Reporting to the Executive Vice President of Brand & Communications, this role will play a key part in shaping and executing the company's PR and influencer strategy to elevate Barry's brand narrative, cultural relevance, and industry leadership.

The Manager will oversee media relations and build a robust influencer ecosystem, identifying and partnering with creators, tastemakers, and fitness voices who authentically align with the Barry's brand. This role will develop integrated campaigns that leverage both earned media and influencer partnerships to expand reach, drive brand awareness, and deepen community engagement.

Working cross-functionally with brand, marketing, and partnerships teams, the Manager will cultivate strong relationships with media, creators, and industry leaders while driving innovative storytelling across press, social, and influencer channels.

Additionally, the Manager will support long-form projects, thought leadership opportunities, and industry-facing initiatives while contributing to Barry's broader communications strategy. This includes helping develop impactful campaigns that amplify Barry's brand, community, and cultural impact across traditional media and creator platforms.

What you'll do

• Develop and execute impactful PR and influencer campaigns that elevate Barry's brand, drive awareness, and promote key initiatives, programming, and brand activities.
• Build and manage a strategic influencer ecosystem, identifying and partnering with creators, tastemakers, and cultural voices aligned with the Barry's brand to expand reach and engagement.
• Direct and guide local PR agencies to ensure seamless, consistent storytelling across key markets and media outlets, delivering measurable results on time and within budget.
• Leverage deep knowledge of the media, entertainment, fitness, and cultural landscape to generate proactive, innovative, and creative press and influencer opportunities for the brand.
• Plan and execute press launches, influencer activations, trial classes, and promotional events that engage media, creators, and key community stakeholders.
• Build and maintain strong relationships with consumer, business, and lifestyle media outlets, as well as influencer and creator partners, proactively pitching stories and brand moments that drive positive coverage.
• Identify opportunities to amplify Barry's brand through earned media, creator collaborations, and social storytelling across print, digital, social, audio, and video platforms.
• Collaborate cross-functionally with Marketing, Partnerships, and Community teams to develop integrated communications strategies aligned with key brand priorities.
• Support the development of thought leadership and long-form storytelling opportunities that position Barry's as a leader in fitness, culture, and lifestyle.
• Prepare company spokespeople for media opportunities; serve as a company spokesperson when needed; and develop press materials including press releases, briefing documents, talking points, media lists, and Q&As.
• Write and produce communications materials including press releases, briefing documents, fact sheets, FAQs, media invitations, and campaign messaging.
• Maintain consistency and quality across all external and internal communications channels.
• Lead the launch and ongoing management of the media/press section of the company website and ensure press materials remain current and accessible.
• Track, measure, and report on the performance of PR and influencer campaigns, providing insights and recommendations to optimize future initiatives.
• Maintain and regularly update the internal media and influencer contact database.
• Conduct ongoing market and industry research to identify trends, opportunities, and competitive activity relevant to Barry's communications strategy.
• Develop content for internal communications to ensure employee awareness of brand initiatives, leadership updates, and major announcements.
• Manage complex or sensitive communications situations with professionalism while keeping key stakeholders informed and aligned.
• Ensure all communications activities comply with company policies, guidelines, and procedures.
• Stay informed on emerging media, influencer, and cultural trends to keep Barry's communications strategy innovative and competitive.

Qualifications

• 3+ years of PR, Influencer Marketing and/or Communications experience.
• Creativity and sense of initiative
• Experience at an agency or in-house PR at a brand (both are a plus!)
• Strong familiarity with Tribe Dynamics, CreatorIQ and similar tools
• Genuine enthusiasm and knowledge of the fitness industry and influencer marketing landscape
• Full understanding of media needs and media relationships
• Excellent interpersonal, writing, communication, and public speaking skills.
• Strong organizational and time management skills
• Strong multitasking skills; ability to work in a dynamic, fast-paced environment.
• Experience working under the pressure of tight deadlines and multiple initiatives.
• Strong analytical, problem-solving, and decision-making skills
• Use of good judgment in what you report and how you report it
• Trustworthy to manage sensitive/confidential information
• Proactive, reliable, responsible, and accurate with excellent attention to detail

The pay range for this role is:

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