Senior Director, Loyalty & Lifecycle Marketing

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 ([email protected]).

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 Senior Director, Loyalty & Lifecycle Marketing will set the strategic vision and lead the execution of The Academy loyalty program and customer lifecycle marketing across email, SMS, push, and in-app channels. This senior leader will drive cross-functional alignment to evolve program tiers, enhance personalization, and scale marketing technologies. With a deep focus on data, customer insights, and platform integration, the role ensures best-in-class experiences that strengthen brand loyalty and deliver measurable business impact.

What you'll do

• Loyalty Program Management
• • Own the end-to-end optimization and growth of The Academy loyalty program.
  • Refine and implement program tiers and benefits in partnership with Marketing and Strategy teams.
  • Partner with analytics to monitor performance, test enhancements, and track ROI.
  • Lead international migration onto SessionM platform.
  • Build systematic monitoring to ensure data systems and flows maintain 99%+ uptime.
• Customer Lifecycle Marketing
• • Develop and oversee lifecycle marketing strategies, campaigns, and automations (email, SMS, push, in-app) across key customer stages: acquisition, onboarding, retention, win-back, and advocacy.
  • Use segmentation and behavioral data to create personalized experiences that drive deeper engagement.
  • Partner with creative and product teams to ensure consistent messaging and UX across touchpoints.
  • Identify and drive initiatives to reduce technical debt and move to agile architectural design.
  • Evaluate and integrate emerging technologies that drive innovation and efficiency (e.g. AI).
• Cross-Functional Leadership
• • Support in design, development, implementation, and maintenance of best-in-class marketing tech.
  • Prioritize investments based on customer needs, data insights, and business value.
  • Support ongoing Marketing campaign initiatives that Deliver the Wow for our clients and drive incremental revenue with best-in-class user experience and design.
• Technology Alignment
• • Build and maintain strong, collaborative relationships with digital partners and vendors to align product roadmaps with scalable technical solutions.
  • Understand high-level system architecture, APIs, data models, and tech stack capabilities/limitations across Mariana Tek and other key partners.
  • Participate in technical planning and ensure alignment between product requirements and technical execution.
  • Partner with marketing team to implement and support marketing technology platforms (i.e. SessionM, Klaviyo, etc.).

Qualifications

• 10+ years of experience in CRM, lifecycle marketing, or loyalty program management, with 5+ years in a leadership role
• Proven success designing and scaling customer loyalty programs, including tiering structures and benefit strategies
• Deep expertise in lifecycle marketing channels (email, SMS, push, in-app) and customer journey mapping
• Strong proficiency with marketing technology platforms (e.g., SessionM, Klaviyo, Salesforce Marketing Cloud) and data integration
• Experience working cross-functionally with Product, Engineering, Data, and Creative teams
• Analytical mindset with experience using customer segmentation, A/B testing, and ROI modeling to optimize performance
• Track record of leading platform migrations, tech stack modernization, or Martech innovation initiatives
• Strong understanding of system architecture, APIs, and data flow design (Mariana Tek or similar platforms a plus)
• Excellent communication and stakeholder management skills
• Experience working in fast-paced, high-growth consumer, fitness, or retail environments preferred