Manager, Public Relations and Influencer Strategy

About the role

The Manager of Public Relations & Influencer Strategy will lead strategic brand communications and creator engagement across North America while contributing to Barry's global brand narrative. Based in New York and reporting to the Vice President of Brand, this role will spearhead PR and creator strategies, serve as the primary liaison for creators, agencies, and media partners, and build structured measurement and reporting systems to track, evaluate, and communicate campaign results.

Working cross-functionally with Brand, Marketing, and Partnerships teams, this role will cultivate strong relationships with media, creators, and internal talent to drive innovative storytelling across press, social, and influencer channels. The Manager will establish repeatable execution frameworks for always-on seeding, tentpole campaign moments, and New Studio Openings (NSOs) that reinforce Barry's as a cultural and industry leader.

Additionally, the Manager will support long-form projects, thought leadership, and industry-facing initiatives that elevate Barry's broader communications strategy. This includes launching impactful campaigns that expand the brand's reach, community engagement, and cultural impact across traditional media and creator platforms.

What you'll do

PR & Media Relations

• Serve as the primary day-to-day lead for external PR agencies and media partners, driving proactive pitch strategies across consumer, business, fitness, and lifestyle outlets.
• Draft and maintain all external communications assets (press releases, briefing docs, Q&As, media lists, online press room), while prepping internal leadership and studio talent for media appearances.
• Develop, standardize, and execute regional launch playbooks to secure local media buzz, VIP attendance, and sustained community momentum for new studio rollouts.
• Identify long-form narrative and executive visibility opportunities to position Barry's as a cultural and wellness leader, while navigating sensitive communications situations with discretion.

Influencer & Creator Marketing

• Build and own a multi-tiered influencer strategy spanning always-on seeding, tentpole campaign moments, VIP/celebrity partnerships, and new studio openings, driving consistent earned reach and brand affinity.
• Conceptualize and produce creator experiences and touchpoints that deepen creator relationships, generating organic advocacy and long term brand support.
• Partner with internal teams to assist in establishing a consistent flow of on-brand content for paid and organic social channels.
• Maintain and scale an active, organized internal database of creators, tastemakers, and cultural voices.

Measurement, Reporting & Cross-Functional Integration

• Establish structured benchmarks, leveraging platform analytics to deliver regular reporting, evaluate ROI, and optimize future strategies.
• Develop content for internal communications to ensure employee awareness of brand initiatives, leadership updates, and major announcements.
• Partner with Marketing, Social, Creative, Partnerships, and Studio Operations to ensure PR and creator narratives seamlessly amplify integrated campaigns, product launches, and retail initiatives.
• Monitor competitor movements, creator platform evolutions, and cultural trends to keep Barry's communications and strategies agile and relevant.

Qualifications

• 5+ years of PR, communications, and influencer marketing experience, ideally within a high-growth consumer or lifestyle brand. Agency or in-house experience welcome- both are a plus!
• Proven track record managing external PR agencies and executing integrated campaigns.
• Deep understanding of TikTok, Instagram, YouTube, and emerging social platforms, paired with strong creative instincts to identify partners and opportunities that fit Barry's brand vision.
• Hands-on experience with creator and media reporting platforms such as Tribe Dynamics, CreatorIQ, Traackr, or similar tools.
• Demonstrated ability to build tracking frameworks, establish KPIs, and analyze performance data (e.g., EMV, SOV, engagement) to guide strategy and present campaign results.
• Strong existing relationships with consumer, lifestyle, wellness, and business media and creators.
• Exceptional written, verbal, and interpersonal communication skills, including experience briefing spokespeople and drafting external-facing materials.
• High degree of discretion, poise, and sound judgment when handling confidential brand information and sensitive communications situations.
• Proven agility in high-growth, fast-paced environments, with the ability to balance multiple competing initiatives and execute effectively against tight deadlines.
• Genuine passion for fitness, wellness, culture, and the Barry's brand.