Digital Marketing Manager

About the Role

Nabu Casa, as the organization behind Home Assistant, operates with guiding principles of privacy, choice, and sustainability. These principles are not just core to the products and services offered but are also deeply embedded in how the company approaches its marketing efforts. The ideal candidate will not only understand the importance of these principles but also know how to effectively communicate them to a technically sophisticated and community-rooted audience.

The role involves a significant amount of autonomy, requiring the ability to work independently in a remote-first environment. While experience in marketing a technical or open-source product is beneficial, what's more important is the ability to learn quickly, adapt to new technologies, and navigate the complexities of digital marketing with ease.

What You Will Do

• Own the performance of all digital channels, setting clear targets for reach, conversion, and subscriber growth.
• Plan and execute digital campaigns from brief through to post-campaign analysis, ensuring alignment with product launches and commercial priorities.
• Develop and improve the organic search presence through a comprehensive content strategy and on-site SEO, aiming to reduce reliance on paid traffic over time.
• Manage email marketing for Nabu Casa Cloud subscribers, including lifecycle flows, release announcements, and re-engagement campaigns, with a focus on tracking meaningful metrics.
• Oversee paid digital spend and ROI across all channels, allocating and optimizing the budget with rigor and reporting on digital performance weekly.
• Grow and engage Nabu Casa's presence in relevant communities, such as the Home Assistant forums, Reddit, YouTube, and other open-source and smart home spaces.
• Test new growth levers, including affiliate, referral, and influencer marketing, with structured experiments and documented learnings.
• Collaborate with the Product Marketing Manager to ensure digital marketing efforts are aligned with product goals and strategies.
• Stay up-to-date with the latest trends and developments in digital marketing, applying this knowledge to continuously improve Nabu Casa's digital marketing strategy.

What We Are Looking For

• Hands-on experience in running digital channels, with a proven track record of improving performance metrics.
• Fluency in analytics, including the ability to build dashboards, interpret funnel data, and distinguish signal from noise without relying on a data team.
• Strong copywriting skills for digital contexts, with the ability to write for a technically literate audience without talking down to them.
• Familiarity with marketing automation and CRM tooling, such as HubSpot or equivalent.
• Experience with SEO, email marketing, paid social/search, and content marketing.
• High autonomy, with the ability to know what to look at next without being told.
• Strong understanding of how to measure and optimize digital marketing campaigns for better ROI.
• Ability to work in a fast-paced environment and adapt to changing priorities.

Nice to Have

• Experience marketing a technical, developer-adjacent, or open-source product.
• Familiarity with the Home Assistant ecosystem or the smart home space.
• Experience working in a small, remote-first team where you own a function end-to-end.
• Knowledge of Adjust or similar attribution analytics tools.
• Certification in digital marketing or a related field.

Benefits and Perks

• The opportunity to work with a groundbreaking open-source smart home platform used by over two million households.
• A fully remote work environment with flexible hours, allowing for a better work-life balance.
• Competitive salary and benefits package, including all the benefits required by your country of residence.
• The chance to be part of a team that values privacy, choice, and sustainability, and to contribute to making the smart home space more accessible and user-friendly.
• Professional development opportunities, including the chance to learn and grow with a dynamic team.
• Access to the latest tools and technologies in digital marketing, ensuring you stay at the forefront of your field.

• Ensure your portfolio showcases your ability to drive digital growth and improve ROI, especially in contexts similar to Nabu Casa's.
• Familiarize yourself with HubSpot and Adjust, as well as other marketing automation and analytics tools, to demonstrate your technical proficiency.
• Highlight your understanding of the importance of privacy, choice, and sustainability in marketing efforts, especially to a technically sophisticated audience.
• Practice discussing your experience with SEO, email marketing, and paid advertising, emphasizing how you've used these channels to achieve campaign goals.
• Be prepared to talk about your approach to measuring and optimizing digital marketing campaigns, and how you stay updated with the latest trends and best practices.
• Consider preparing examples of how you've worked autonomously in previous roles, driving digital marketing agendas forward independently.
• Review Nabu Casa's guiding principles and be ready to discuss how your own marketing approach aligns with these values.