Manager, Public Relations and Influencer Strategy

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.

Responsibilities

• 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

Pay Range

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

PR, Brand & Creative

New York, NY