Senior Director, Brand Partnerships

About the role

Barry's is seeking a strategic and commercially driven Senior Director of Brand Partnerships to lead the day-to-day strategy, growth, and execution of our Brand Partnerships function. This role is responsible for driving partnership revenue, developing innovative brand collaborations, and leading a high-performing team that delivers best-in-class partner experiences.

As the leader of the Brand Partnerships team, the Senior Director will oversee partnership sales, account management, and activation while identifying new business opportunities that enhance Barry's brand, deepen client engagement, and contribute meaningful revenue growth. Working closely with executive leadership and cross-functional partners, this individual will play a critical role in shaping Barry's partnership strategy and ensuring successful execution across all initiatives.

What you'll do

Partnership Strategy & Revenue Growth

• Develop and execute the annual Brand Partnerships strategy aligned with company revenue objectives and marketing priorities.
• Own the partnership sales pipeline, forecasting, and commercial performance, ensuring achievement of annual revenue targets.
• Identify new partnership categories, emerging trends, and business opportunities that support Barry's continued growth.
• Build customized partnership opportunities that create long-term value for both Barry's and our partners.
• Establish and monitor KPIs to evaluate partnership performance, identify areas for optimization, and maximize return on investment.

Partnership Sales & Business Development

• Lead the full partnership sales lifecycle, including prospecting, relationship development, proposal creation, contract negotiations, and renewals.
• Build and maintain a strong pipeline of qualified partnership opportunities through strategic outreach, networking, and industry relationships.
• Negotiate high-value partnership agreements while ensuring alignment with Barry's brand standards and commercial objectives.
• Collaborate with executive leadership on enterprise-level partnership opportunities and strategic negotiations.

Partnership Management & Activation

• Oversee the successful execution of integrated partnership campaigns across studios, digital platforms, retail, events, and marketing channels.
• Ensure all contractual deliverables are executed on time and at the highest standard.
• Build and maintain executive-level relationships with key brand partners, acting as a trusted advisor and primary point of contact.
• Lead post-campaign evaluations and business reviews to measure performance and identify future growth opportunities.

Team Leadership & Development

• Lead, mentor, and develop the Brand Partnerships team, fostering a high-performance culture focused on collaboration, accountability, and continuous growth.
• Establish departmental goals, performance metrics, and professional development plans.
• Provide coaching on business development, negotiation, account management, and strategic partnership planning.
• Build scalable processes that improve operational efficiency and create consistency across the partnership lifecycle.

Cross-Functional Leadership

• Partner closely with Marketing, Digital, Creative, Operations, Finance, Legal, Retail, and Studio teams to ensure successful execution of partnership initiatives.
• Influence cross-functional planning to identify new opportunities that support company initiatives, product launches, studio openings, and national campaigns.
• Collaborate with Finance on forecasting, budgeting, and partnership reporting to ensure accurate revenue projections and performance tracking.

Operational Excellence

• Oversee CRM management, sales forecasting, pipeline reporting, and partnership analytics.
• Develop scalable systems, reporting dashboards, and operational processes that improve efficiency and visibility across the Partnerships function.
• Continuously evaluate partnership performance, market trends, and competitive insights to inform strategic recommendations for executive leadership.

Qualifications

• 10+ years of progressive experience in brand partnerships, sponsorship sales, business development, strategic alliances, or integrated marketing, preferably within fitness, hospitality, lifestyle, retail, media, or consumer brands.
• 5+ years of leadership experience managing and developing high-performing teams.
• Demonstrated success developing and executing partnership strategies that drive measurable revenue growth and strengthen brand equity.
• Proven experience owning multimillion-dollar partnership portfolios and consistently exceeding annual sales and revenue targets.
• Extensive experience sourcing, negotiating, and closing complex partnership agreements with national and global brands.
• Experience leading cross-functional partnership activations across marketing, digital, retail, operations, events, and creative teams.
• Strong background in sales forecasting, pipeline management, CRM reporting, and partnership analytics.
• Experience presenting business strategies, partnership performance, and revenue forecasts to executive leadership.
• Experience managing departmental budgets, forecasting, and resource planning.
• Experience developing scalable processes, operational efficiencies, and best practices within a partnerships organization.
• Experience supporting partnerships across multiple markets or regions is strongly preferred.