About the roleThe Senior Director of Strategy & Analytics will lead enterprise-wide strategic planning and data-driven decision making across Barry's. This role is responsible for translating data into actionable insights that drive growth, optimize performance, and inform executive and board-level strategy. The Senior Director will oversee analytics across all functions-including operations, marketing, finance, retail, and development-while identifying opportunities to scale the business, improve efficiency, and enhance the client experience. Success in this role means improving decision quality, creating scalable reporting infrastructure, and translating business performance trends into prioritized actions across studios, markets, and functions. The function is also responsible for managing Barry's X, third-party aggregator relationships, and cross-functional initiatives that require structured support (e.g. RIDE working group).
What you'll doEnterprise Strategy & Leadership- Define and drive company-wide strategic initiatives aligned with growth objectives and long-term vision
- Partner with executive leadership to inform decision-making through data, insights, and market intelligence
- Prepare and present materials for Board of Directors meetings, including performance insights and strategic recommendations
- Develop and present polished executive-level reports, dashboards, and summaries that clearly communicate progress, insights, and recommendations to leadership and key stakeholders
- Build and lead a high-performing analytics and strategy team
- Lead high-value, high-impact projects that support cross-functional priorities
- Identify business process gaps and propose solutions and support implementations across AI, automation, and software
Business Performance & Analytics- Oversee the development of reporting frameworks to track studio performance and operational KPIs
- Translate complex data into clear, actionable insights to drive business decisions across departments
- Identify trends and opportunities across markets, including site selection, expansion strategy, and studio optimization
- Establish best-in-class data governance, tools, and processes to support scalable growth
Marketing & Client Insights- Partner with Marketing to analyze campaign performance, client behavior, and ROI across channels
- Lead insights on customer acquisition, retention, and lifetime value to inform growth strategies
- Evaluate competitive landscape and market trends to guide positioning and expansion
Retail & Ancillary Revenue Optimization- Partner with Retail to analyze sales performance, inventory trends, and buying strategies
- Identify opportunities to improve operational efficiency and maximize revenue across retail channels
Programming & Scheduling Optimization- Partner with Directors of Instructor Talent on continuous schedule improvement by evaluating instructor performance, consolidating inputs, and using data-driven and qualitative insights to inform class allocation and schedule recommendations, optimizing for client satisfaction and profitability
- Drive data-informed strategies around class programming, scheduling, and capacity utilization
- Develop reporting and tools to optimize studio performance and client experience
Qualifications- 8 - 12+ years of experience in strategy, consulting, analytics, or related fiel
- Passion for consumer brands, fitness / wellness, hospitality, or experience-led businesses
- Proven experience in a senior leadership role driving cross-functional strategy
- Strong background in data analysis, business intelligence, and financial modeling
- Experience in multi-unit, consumer-facing, or fitness/hospitality environments preferred
- Bachelor's degree required; MBA or advanced degree preferred
- Knowledge of SQL and/or Python, Tableau / Looker / PowerBI, AI (Claude Code / Codex)
- Exceptional stakeholder management and ability to influence without direct authority
- Experience developing executive- and board-level presentations with clear narratives, recommendations, and supporting analysis
The pay range for this role is:
150,000 - 150,000 USD per year (New York)
