Head of Marketing - BillyQ

BillyQ is transforming the way people play pool through smart technology. As the technology brand within Poolhouse, BillyQ combines intelligent hardware with a browser-based player experience that enables venue partners to generate new revenue through our innovative smart pool table platform. Following our recent Series A investment, we are entering an exciting phase of growth. We’re looking for an experienced, commercially-minded Head of Marketing to build BillyQ’s marketing function from the ground up and take a new product to market across both B2B and B2C audiences. Reporting to the President BillyQ Commercial, you will define BillyQ’s brand, positioning and go-to-market strategy, and build the campaigns, digital presence and customer journeys that drive awareness, demand and growth. Working closely with Sales, Product, the CTO and founders, you will ensure marketing is embedded in the growth strategy from day one rather than operating as a support function. Success will look like a product that launches with real momentum, a distinctive brand people remember, and a strong pipeline of business customers and consumers that proves demand and supports BillyQ’s growth. Skills, Knowledge and Expertise Essential • Senior marketing leadership experience, ideally within a startup, scale-up, technology or product-led business. • Proven experience developing and executing go-to-market strategies for new products, launches or market entries. • Strong experience building brands, positioning and messaging for B2B and B2C audiences. • Broad marketing expertise spanning digital, demand generation, lifecycle, content, organic social, paid media, PR and partnerships. • Strong commercial and analytical capability, with experience linking marketing activity and investment to revenue, pipeline, acquisition and growth. • Experience building or shaping a marketing function and effectively managing agencies, freelancers and external partners. • Strong cross-functional leadership skills, with the ability to work closely with Sales, Product, Technology and senior leadership. Desirable • Experience within SaaS, enterprise technology, consumer technology or platform businesses. • Experience marketing products across UK and US or other international markets. • Hospitality, leisure, gaming or venue technology experience. • Experience launching an app, digital product or technology-enabled physical product. • Experience with SEO, GEO, SEM, CRM, marketing automation and product analytics platforms. Personal Attributes • Commercially ambitious with a growth mindset. • Creative and strategic, with the ability to turn insight into distinctive, effective marketing. • Highly hands-on and comfortable building from the ground up. • Data-led, highly accountable and outcome focused. • Collaborative and influential across Product, Sales, Technology and Leadership. • Comfortable operating at pace and adapting as priorities, product roadmaps and markets evolve. Benefits Brand Building & Management • Define how the product is seen, understood and talked about by businesses and consumers alike. • Develop the brand identity, tone of voice and visual direction from the ground up, working with designers and agencies as needed. • Create distinct positioning and messaging for B2B and B2C audiences, so the same product makes sense to an operator lead and to an everyday user. • Own the brand guidelines and ensure consistency across the website, app, sales decks, social and support touchpoints. • Champion the brand internally so every team - Product, Sales and Support - represents it consistently. Go-to-Market & Marketing Strategy • Build the marketing strategy and function that takes the product from launch to scale. • Own the go-to-market strategy for new product launches, features and market entries, across both B2B and B2C. • Define the annual marketing strategy across owned, earned and paid channels, tied directly to revenue and growth targets. • Build and lead a lean, capable marketing team, shaping roles around the stage and needs of the business. • Review and iterate strategy in a startup environment where the roadmap and market will shift. Product Launch • Lead the marketing behind every product launch. • Plan and execute the go-to-market campaign for the initial product launch and every major release after it. • Build pre-launch buzz, waitlists and early-access programmes to create demand before the product is live. • Run parallel launch tracks for B2B, including sales enablement, case studies and decision-maker messaging, and B2C, including presence, consumer campaigns and social. • Own the launch timeline across Marketing, Product and Communications. Digital Presence & Customer Journey • Own the digital experience that turns interest into signups, downloads and customers. • Lead the strategy and ongoing optimisation of the website alongside the CTO as the primary channel for discovery, storytelling and conversion for both business and consumer audiences. • Own the end-to-end customer journey - from first touch to signup, trial, purchase or demo - to drive conversion at every stage. • Work with the CTO on SEO, GEO and SEM to drive discoverability. • Manage the brand's presence across third-party platforms, including review sites, marketplaces, app stores and directories, to protect visibility and reputation. Organic Social & Community • Build a social and community presence that earns attention without relying on paid spend. • Grow a distinctive organic social presence across the platforms that matter most to our consumer and business audiences. • Use social and content to drive traffic to owned channels and reinforce the brand's voice and values. • Build relationships with key partners, influencers and industry voices to extend reach and build credibility. • Where relevant, build community around the product through early adopters, power users or a B2B user community. Data, Analytics & Lifecycle Marketing • Use data to understand what is working, what is not, and where to double down. • Build a feedback loop that uses product and marketing data to understand user behaviour, measure engagement, and track campaign and funnel performance. • Commission or run market and user research to inform positioning, audience and product-marketing decisions. • Use data to guide where budget delivers the best return across both B2B pipeline and B2C acquisition. • Build segmentation across B2B and B2C audiences based on firmographics, behaviour and lifecycle stage. • Build and optimise lifecycle marketing - email, in-app and SMS - to drive activation, retention and expansion. Performance & Paid Media • Deploy paid spend where it moves the needle, rather than as a blanket default. • Develop a deliberate approach to paid media through targeted campaigns and boosts rather than always-on blanket spend. • Own performance marketing across Google, Meta, LinkedIn and other channels relevant to B2B and B2C acquisition. • Continuously test, measure and optimise for cost-efficient customer and lead acquisition. Partnerships • Use partnerships to extend reach and credibility faster than we could alone. • Identify, negotiate and manage co-marketing and integration partnerships that extend reach and build trust with both business and consumer audiences. • Build relationships with platforms, industry players and complementary brands that strengthen the product's position in the market. Budget Management • Build and manage the marketing budget with a relentless focus on ROI and efficient use of runway. • Align spend allocation with business priorities and the marketing strategy. • Report performance and forecast needs to the founders and leadership team regularly. • Review spend often and reallocate away from what is not working. B2B Marketing & Sales Enablement • Give the Sales team what they need to aid conversion. • Partner with Sales to build the collateral, case studies and content that support the B2