Manager, Public Relations and Influencer Strategy

Barry's•New York, NY

3d•$90,000 - $90,000

About The Position

The Manager of Public Relations & Influencer Strategy leads 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 leads PR and creator strategies, serves as the primary liaison for creators, agencies, and media partners, and builds measurement and reporting systems to track and evaluate campaign results. Working cross-functionally with Brand, Marketing, and Partnerships teams, the Manager cultivates relationships with media, creators, and internal talent to develop storytelling across press, social, and influencer channels. The role establishes repeatable execution frameworks for always-on seeding, tentpole campaigns, and New Studio Openings. It also supports long-form projects, thought leadership, and industry-facing initiatives that elevate Barry’s communications strategy and expand the brand’s reach, community engagement, and cultural impact.

Requirements

At least 5 years of experience in PR, communications, and influencer marketing, ideally at a high-growth consumer or lifestyle brand.
A proven track record managing external PR agencies and executing integrated campaigns.
Deep understanding of TikTok, Instagram, YouTube, and emerging social platforms, with creative instincts for identifying suitable partners and opportunities.
Hands-on experience with creator and media reporting platforms such as Tribe Dynamics, CreatorIQ, Traackr, or similar tools.
Ability to build tracking frameworks, establish KPIs, analyze performance data such as EMV, SOV, and engagement, 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.
Discretion, poise, and sound judgment when handling confidential brand information and sensitive communications situations.
Ability to work in high-growth, fast-paced environments, balance multiple competing initiatives, and execute against tight deadlines.
Genuine passion for fitness, wellness, culture, and the Barry’s brand.

Nice To Haves

Agency or in-house experience; both are considered a plus.

Responsibilities

Lead day-to-day relationships with external PR agencies and media partners, and drive proactive pitching across consumer, business, fitness, and lifestyle outlets.
Draft and maintain external communications assets, including press releases, briefing documents, Q&As, media lists, and the online press room.
Prepare internal leadership and studio talent for media appearances.
Develop, standardize, and execute regional launch playbooks to generate local media coverage, VIP attendance, and sustained community momentum for new studio openings.
Identify long-form narrative and executive visibility opportunities to position Barry’s as a cultural and wellness leader.
Handle sensitive communications situations with discretion.
Build and own a multi-tiered influencer strategy spanning always-on seeding, tentpole campaigns, VIP and celebrity partnerships, and new studio openings.
Conceptualize and produce creator experiences and touchpoints that deepen relationships and encourage organic advocacy and long-term brand support.
Partner with internal teams to support a consistent flow of on-brand content for paid and organic social channels.
Maintain and scale an organized internal database of creators, tastemakers, and cultural voices.
Establish benchmarks and use platform analytics to report regularly, evaluate ROI, and optimize future strategies.
Develop internal communications content about brand initiatives, leadership updates, and major announcements.
Partner with Marketing, Social, Creative, Partnerships, and Studio Operations to align PR and creator narratives with integrated campaigns, product launches, and retail initiatives.
Monitor competitors, creator platform developments, and cultural trends to keep communications and strategies relevant.