POSITION SUMMARY: The Manager of Public Relations is the strategic architect of barre3’s external narrative. Reporting to the VP of Growth Marketing & Digital, you will lead the charge in positioning barre3 and our Founder, Sadie Lincoln, as the definitive voices in wellness and female leadership.
This role requires a proactive "connector" with a deep-bench media rolodex. You will create a "halo effect" that drives consumer brand awareness and fuels our Franchise Development pipeline. By leveraging our 200+ studio network, you will ensure barre3 is positioned as a household name for movement and the gold standard for franchised business, capitalizing on high-impact, opportunistic events that align with our 3-year strategic plan.
KEY JOB RESPONSIBILITIES:
Role Allocation & Strategic Focus
50% | Brand Positioning & Strategic Communications
- Media Relations & Earned Growth: Build and maintain high-level relationships with editors, producers, and writers at major wellness, lifestyle, and business outlets to secure consistent, tier-1 coverage.
- Founder & Executive Positioning: Vet and prioritize Sadie Lincoln’s engagements (keynotes, podcasts, panels). You will ensure she is on the right platforms at the right time to drive our 3-year goals.
- Opportunistic Activations: Identify and execute high-visibility moments as they arise—such as hosting a "Women in Business" panel or securing a teaching spot at a high-profile festival—when they offer significant ROI for brand awareness.
- Narrative Guardrail: Partner with the Director of Brand & Creative to ensure the barre3 voice is premium and cohesive across all 200+ locations.
25% | Franchise Development & B2B Authority
- Franchise Sales Support: Partner with the Franchise Sales Marketing Manager to secure B2B placements (Forbes, Entrepreneur, Inc.), positioning barre3 as the #1 investment in women’s wellness.
- Entrepreneurial Storytelling: Leverage the success of our 200+ owners to tell compelling "business of wellness" stories that attract high-quality prospective franchisees.
25% | Partnership Vetting & Activation
- Earned Influencer Strategy: Direct the brand’s earned influencer and creator relationships, bridging the gap between PR wins and social media viral moments.
- Partnership Vetting: Serve as the primary filter for brand collaborations, ensuring every partnership serves the brand’s long-term integrity and growth.
Key Performance Indicators (KPIs)
- Franchise Lead Gen (Earned): Increase in organic franchise inquiries attributed to B2B media placements.
- Share of Voice (SOV): Measurable growth in barre3’s presence within the "holistic wellness" category relative to competitors.
- Partnership Resonance: Evaluation of partnerships based on brand-alignment scores and earned media impressions.
- Executive Impact: Number of "Tier 1" placements for the Founder, President, and barre3 that directly support 3-year plan milestones.
- Franchise Support Adoption: Utilization of PR toolkits by our 200+ franchise owners for local market growth.
Cross-Functional Collaboration
- Growth & Performance: Work with the Director of Performance Marketing to fuel paid social/search with earned media wins.
- Systems & Scale: Partner with the Senior Manager of Franchise Marketing and Systems to provide 200+ owners with scalable "PR-in-a-box" tools.
Requirements
REQUIRED QUALIFICATIONS:
- Alignment with barre3 Core Values: Practice Authenticity, Stronger Together, Love of Learning, Give Generously, Make It Happen
- Experience: 5+ years in PR/Communications, with a proven track record in a franchise-led organization or premium wellness/lifestyle brand.
- Media "Rolodex": Must bring existing, active relationships with key editors and producers at major national wellness, lifestyle, and business outlets.
- Influencer & Social Literacy: Deep understanding of the creator economy and how to leverage influencer relationships to amplify PR wins across social platforms.
- Strategic Versatility: Ability to manage traditional media relations while remaining agile enough to lead high-profile event activations (panels, teaching moments) as they arise.
- Writing Excellence: Sophisticated ability to write for consumer lifestyle media AND business/trade outlets.
