Head of Marketing

Head of Marketing
Brand, Growth & Communications Lead for the Barsys platform

• Direct reports: Brand & Creative Lead · Growth/Performance Marketing Lead · Content & Social Lead · PR & Communications Lead · CRM/Lifecycle Marketing Manager Location: New York, NY Mandate: Full ownership of brand, demand generation, content, and communications across Barsys' hardware, app, and Ad Network ecosystem

About Barsys
Barsys is a consumer-robotics and software company building the first first-party, intent-based advertising network for the U.S. spirits and beverage category — a $110B retail category that absorbs over $7B in annual U.S. media spend. The Barsys platform combines a six-generation hardware portfolio (Barsys 360, Coaster 2.0, Wireless Mixer, Shaker Pro), a multi-million-user consumer cocktail-making application, the Barsys Ad Network, and the Corporate Happy Hours experiential events business. The Company is AI-native, with the majority of its operating work streams AI-enabled, and is venture-backed with a Growth Round currently funding the build-out of its commercial organization.

About this Role
The Head of Marketing owns the brand and demand engine behind a six-generation hardware portfolio, a multi-million-user app, and a fast-scaling Ad Network — the person who makes sure the category knows who Barsys is and why it matters, and who fills the top of funnel for every business unit downstream of it. The role reports directly to the CEO and sits in the senior operating bench alongside the GMs of the Ad Network and Corporate Happy Hours.

Why Barsys, Why Now
Barsys sits at an unusual inflection point — a consumer hardware brand with real press pedigree (Esquire, Robb Report, Rolling Stone, CBS News, Buzzfeed) making the jump into a platform business, anchored by an owned-audience Ad Network and an experiential Corporate Happy Hours business. The marketing function has to do three jobs at once: build category-defining consumer brand equity, feed a genuine performance-marketing growth engine, and now market the Ad Network itself to agencies and brand partners as a media property. Most marketing leaders get one of those mandates. This role gets all three, reporting into a senior operating bench that includes hardware, software, finance, and revenue leadership at scale.

Role Overview
Barsys is hiring a Head of Marketing to run brand, growth, content, and communications end to end. This is a build-and-operate mandate: inherit an established consumer brand with real press credibility, professionalize the growth-marketing engine behind it, and stand up the go-to-market story for the Ad Network and Corporate Happy Hours businesses as they scale.

Core Responsibilities

• Own brand strategy and creative direction across hardware, app, and experiential lines, keeping a consistent voice across Barsys 360, Coaster 2.0, Shaker Pro, and Corporate Happy Hours.
• Build and run the performance-marketing engine — paid social, paid search, affiliate, and marketplace — against clear CAC, LTV, and payback targets, in partnership with e-commerce and revenue leadership.
• Lead content, social, and influencer strategy for the Barsys app and recipe ecosystem, using the app's install base and recipe library as a compounding organic growth channel.
• Own press and communications, extending the earned-media relationships that have already put Barsys in Esquire, Robb Report, Rolling Stone, CBS News, and Buzzfeed, and building the pipeline for the next tier of coverage.
• Partner with the GM of the Ad Network on category-facing marketing — positioning the Ad Network's closed-loop attribution story to agencies, advertiser brand teams, and industry press.
• Own CRM and lifecycle marketing across the installed hardware base and app user base, turning a multi-million-user footprint into a retention and cross-sell engine.
• Run marketing's operating cadence — campaign calendar, budget pacing, channel-level reporting — as a single management system the CEO can read at a glance.
• Develop the team behind the function: hire and develop leads across brand, growth, content, and communications as the platform's marketing needs scale.

What Success Looks Like — Year 1

• A documented brand and content system is in place across every consumer touchpoint — hardware packaging, app, retail partners, and Corporate Happy Hours — with measurable lift in aided and unaided brand awareness.
• The performance-marketing engine is running against a defined CAC/LTV model with monthly reporting the CEO trusts without translation.
• The Ad Network has a category-facing marketing narrative in market — decks, case studies, and press placements that give the sales team air cover with agencies and advertiser brand teams.
• A marketing leadership bench (brand, growth, content, comms) is hired and ramped, each owning a defined channel with named KPIs.

What Success Looks Like — Year 2

• Barsys is a recognized consumer brand in the home-bar category and a credible media brand in the beverage-advertising category simultaneously — two audiences, one marketing organization.
• Growth marketing is a profitable, scaled acquisition channel across hardware, app, and Corporate Happy Hours, with payback periods the finance function can underwrite confidently.
• The marketing function has absorbed new product lines and business units without losing brand coherence or channel discipline.

The Head of Marketing is a credentialed executive voice for the company externally — press, panels, and category conversations.

The Candidate We're Looking For

• 10–15+ years in marketing leadership, with direct experience owning both brand and performance/growth marketing under one roof — not a pure brand background or a pure demand-gen background.
• Consumer hardware, DTC, or app-based consumer product experience; category fluency in beverage, hospitality, or CPG is a plus but not required.
• A track record of building or scaling an earned-media and PR engine, not just paying for reach.
• Comfortable operating in a small, senior-density, AI-native team — willing to be hands-on with campaigns while building the team that eventually takes them over.
• Fluent translating a technical or platform story (like closed-loop ad attribution) into marketing language advertisers and agencies actually respond to.
• Strong operating rigor — budget discipline, channel-level reporting, and a management cadence that scales past the founder-led marketing stage.

Barsys is an equal opportunity employer and is committed to building a senior bench that reflects the breadth of the category it serves.