Senior Vice President of Brand & Communications
Vicky Land is SVP of Brand and Communications at global fitness brand Barry’s, overseeing the entire look and feel of the brand across all owned channels and driving brand affinity through partnerships with premium brands like Dyson, Oribe, Therabody, Lululemon, Celsius and more. She’s also organized a slew of star-studded events, like Barry’s 25th anniversary mega classes with 225 clients in a 17,000 sq ft studio, as well as birthday parties with headline performances by Diplo and Snoop Dogg. Vicky leads campaigns and initiatives that foster connectivity within the Barry's community, creating authentic touchpoints that strengthen the relationship between the brand and its clients. Her inventive approach to brand offerings is evidenced by the hugely successful and long-lasting partnership between Barry’s and Don Julio; the two brands teamed up to launch their first-ever cocktail kit. The partnership began in 2017 and continues today. Earlier in her career, Vicky spent six years at Allure Magazine, ultimately becoming the leader of Editorial Integrations & Public Relations. She also spent two years as Senior Public Relations Director at SoulCycle, growing the brand from 15 to over 60 studios nationally.
Helped bring the Barry’s experience to over 20K clients’ homes during the pandemic through the virtual Red Room Social Fitnessing Challenge
Regularly quoted in outlets including The Wall Street Journal, Fortune, Spectrum News and BizBash
Spoken at Brandweek, Digiday and Brand Innovators and has also been featured on podcasts from ONE Sotheby’s
Featured in a video on Dyson’s partner page for her successful partnership with Barry’s.