John Baker

Head of Brand Marketing @ AIRCO

About

I build and lead brands for complex technologies and emerging categories — often when the product is first of its kind, the market doesn't exist yet, or the story isn't obvious.Today I lead brand and marketing at AIRCO, where I own positioning and go-to-market across commercial, government, investor, and cultural audiences. The work sits at the intersection of energy infrastructure, advanced manufacturing, and national security technology. I serve on the company's leadership team, partnering with the executive group to shape investor-facing narrative, lead integrated launches tied to funding milestones and federal contracts, and maintain market presence between major moments.Earlier in my career, I helped founders build brands from the ground up at Mythology, a brand strategy consultancy and creative studio. The foundational brand work I led for Hims & Hers Health and MIRROR contributed to company value that supported a $1.6B IPO and a $500M acquisition respectively — as well as the rise of challenger brands like Harry's. Across roles, I'm most often brought in when the product is strong but the story needs definition — when the category needs framing, the narrative needs discipline, or the brand needs to stretch from startup ambition to institutional credibility.A core part of what I do is category creation: defining how entirely new technologies are introduced, understood, and adopted. I'm most energized by translating complex ideas into something culturally clear — especially when creativity helps unlock real business outcomes. I do my best work alongside curious teams building things that haven't existed before.

Country

United States

City

New York

Industry

Marketing & Advertising

Skill

Artificial Intelligence (AI), Content Strategy, Reputation Management, Public Relations, Investor Relations, Venture Capital, Private Equity , Customer Acquisition, B2C Marketing , B2B Marketing, Marketing, A/B Testing, Product Development, Workflow Management, Program Management, Performance Marketing, Online Campaign Management, Marketing Campaign Management, Portfolio Management, Account Management

Experience

Head of Brand Marketing

AIRCO

2021-9 - Present · 5 yrs

New York, NY

Joined as the second marketing hire and built AIRCO's brand and marketing function from the ground up, later restructuring the team as the company made a deliberate shift from consumer products to enterprise and government markets. I serve on the leadership team, partnering with the executive group to shape positioning, go-to-market priorities, and company narrative across every audience the business touches: commercial, government, investor, and cultural. I own a seven-figure mandate spanning brand strategy, product marketing, communications, PR, and go-to-market, and have used it to reposition AIRCO from a sustainability startup into an institutional energy and defense platform. The work has supported $100M+ in capital investment and $78M in U.S. government program funding, driven by narrative and positioning built specifically for each audience. Across four years, I've grown earned media value 5x, generating $135M in cumulative EMV through sustained narrative development and tier-one national media strategy. I also introduced an AI-native search strategy that achieved 61% citation share across emerging answer engines, establishing a new acquisition channel ahead of the category. Along the way: 10 product launches, international expansion, and 3 Webby Honors for making genuinely complex technology feel human and credible.

Senior Director, Accounts and Operations

Mythology

2021-2 - 2021-9 · 8 mos

Partnered directly with founders to build foundational brand platforms for high-growth consumer companies — from early-stage concept through national scale. Clients included Hims & Hers Health, Harry's, MIRROR, Away, Allbirds, Warby Parker, and A24. The foundational brand work I led contributed to company value behind a $1.6B IPO (Hims), a $500M acquisition (MIRROR by Lululemon), and Harry's growth to a $1B+ valuation. I also helped launch Project Mercury, an internal venture model supporting early-stage founders through repeatable positioning and brand development frameworks.

Senior Account Director

Mythology

2017-2 - 2021-2 · 4 yrs 1 mo

New York, NY

Led strategy and client relationships for national enterprise brands including Target, The Coca-Cola Company, and Dick's Sporting Goods. Scaled Target from a single engagement into a multi-year, seven-figure recurring partnership, delivering 16 designer collaborations and 37 national integrated campaigns.

Vice President, Account Director

Grey

2015-6 - 2017-2 · 1 yr 9 mos

New York, NY

Senior client partner across AT&T, DIRECTV, Canon, and Pfizer Consumer Health. Helped secure and grow a ~$25M annual agency-of-record relationship with Pfizer across a multi-brand OTC portfolio. Led integrated programs across AT&T during its DIRECTV merger.

Account Supervisor

Grey

2013-6 - 2015-5 · 2 yrs

New York, NY

Managed integrated advertising for Canon as primary client contact across strategy, creative, and production.

Senior Account Manager

VML

2012-8 - 2013-5 · 10 mos

New York, NY

Oversaw execution of integrated 360° marketing campaigns for national clients, coordinating strategy, media, creative, and production teams across large-scale advertising programs.

$TBWA\Chiat\Day$

Account Supervisor

TBWA\Chiat\Day

2012-6 - 2012-8 · 3 mos

New York, NY

Supported integrated advertising campaigns from brief through execution, coordinating strategy, creative, and production teams across national brand programs.

$TBWA\Chiat\Day$

Account Executive

TBWA\Chiat\Day

2010-6 - 2012-6 · 2 yrs 1 mo

New York, NY

Program Manager, Digital

Ogilvy

2009-5 - 2010-6 · 1 yr 2 mos

Coordinated digital marketing initiatives across account, strategy, creative, and technology teams, supporting program development from concept through launch.