Marketing Director

Barry's; London; On-site; GBP 80,000; Full time

Job summary

Barry's is looking for a Director of Marketing to spearhead its marketing strategy across the UK. The successful candidate will lead all marketing efforts, focusing on performance marketing and community engagement while managing significant budgets. This role offers the opportunity to shape the brand's presence and drive growth in London's fitness landscape.

Qualifications

• 5 years of experience in marketing or communications.
• In-depth knowledge of marketing and communications processes.
• Experience managing six-figure+ paid media budgets.

Responsibilities

• Lead and manage all marketing efforts across the UK.
• Oversee the UK paid media strategy with a focus on ROI.
• Develop and execute growth strategies for business objectives.

Skills

Verbal communication

Written communication

Attention to detail

Project management

Leadership

Education

Bachelor's Degree in marketing, advertising, communications or digital marketing

Tools

Google Analytics

WebTrends

Google Ads

Microsoft

G-Suite

Adobe platforms

Job description

This job is brought to you by Jobs/Redefined, the UK's leading over-50s age inclusive jobs board.

We appreciate your interest in employment with Barry's! Barry's is committed to a policy of equal employment opportunity, and will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law. Applicants with disabilities who need assistance with the application process may be entitled to a reasonable accommodation in accordance with applicable law. If you need assistance in completing this application or with the application process because of a disability, please contact the People and Culture Department ([e-mail]).

Barry's is the Best Workout in the WorldTM. Founded in West Hollywood in 1998, it's the original strength and cardio interval fitness experience that provides an immersive, high-intensity, one-hour workout that's as effective as it is fun. Our fitness classes alternate between working out with weights and running on a treadmill. Each day focuses on a different muscle group in order to achieve real results and to prevent injuries. Our program is designed to tone muscle and maximize fat loss, while spiking the metabolism for up to 48 hours following the class.

Please be aware that smoking is prohibited in all indoor areas of Barry's studios and corporate offices.

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

The pay range for this role is:

80,000 - 80,000 GBP per year (London, St Pauls)