Digital Marketing Manager

About Nabu Casa

Nabu Casa is the company behind Home Assistant, the world’s largest free and open-source smart home platform, trusted by more than two million households. Founded in 2018 by the creators and core contributors of Home Assistant, the business was built to keep the project financially sustainable and reduce burnout. Privacy, user choice, and long-term sustainability are central to how the company works, from product design to community engagement.

The company is profitable and does not rely on outside investors. It is the official provider of Home Assistant products and services, and revenue from subscriptions and hardware directly supports the continued development of Home Assistant and other Open Home initiatives.

Role overview

Nabu Casa is seeking a Digital Marketing Manager to take ownership of the company’s online presence and drive measurable growth. This is a practical, execution-led role in which you will manage digital channels, launch campaigns, strengthen organic visibility, and ensure paid spend reaches the right audience efficiently. The goal is to introduce more people to Home Assistant while supporting the broader Open Home movement. You will work closely with the Product Marketing Manager, but this role is expected to bring its own direction and momentum.

The audience is highly technical and strongly community-oriented, so the role calls for a marketer who can communicate with depth, credibility, and respect.

Key responsibilities

• Take ownership of performance across the website, email, SEO, paid media, and social channels, with clear targets tied to reach, conversions, and subscriber growth.
• Plan and deliver digital campaigns from concept through asset creation to post-launch analysis, aligned with product releases and business priorities.
• Improve organic search performance through content planning and on-page SEO, with the aim of reducing long-term dependence on paid traffic.
• Manage email marketing for Home Assistant Cloud subscribers, including lifecycle journeys, release communication, and re-engagement efforts, while monitoring the right performance indicators.
• Oversee paid digital investment and return on investment across channels, optimizing spend to bring more people into the Home Assistant ecosystem.
• Review weekly performance data, identify what is and is not working, and recommend the next priorities based on evidence.
• Partner with the Product Marketing Manager to turn product positioning into channel-specific messaging and creative that works for both technical and non-technical audiences.
• Increase Nabu Casa’s visibility and engagement in communities where users already participate, including Home Assistant forums, Reddit, YouTube, and related open-source and smart home spaces.
• Experiment with new growth channels such as affiliates, referrals, partnerships, and influencer collaborations, documenting results and learnings in a structured way.

Requirements

• Practical experience managing digital channels such as SEO, email, paid social/search, and content, with direct ownership of performance outcomes.
• Strong analytical ability, including the capability to build dashboards, interpret funnel metrics, and separate meaningful trends from noise without depending on a data team.
• Excellent copywriting skills for digital channels, especially for audiences with technical knowledge.
• Experience with marketing automation and CRM tools such as Mailchimp, HubSpot, or similar platforms.
• Ability to work independently and manage channels without needing weekly direction.
• Decision-making based on data and evidence, with the confidence to justify budget choices in detail.
• Understanding of community-led audiences and the importance of authenticity and technical depth in marketing.
• Comfort working collaboratively while still moving work forward without waiting on others.
• Willingness and ability to work asynchronously in a remote-first distributed team.

Nice to have

• Experience marketing technical, developer-oriented, or open-source products.
• Familiarity with Home Assistant or the broader smart home ecosystem.
• Background in small remote-first teams where one person owns a function end to end.

Benefits and perks

• A fully remote employment setup, with hiring through Remote and salaried employment in your country.
• Full-time work of 40 hours per week.
• No fixed daily schedule, with an expectation of at least 3 hours of overlap for team communication.
• Reporting line to the VP Commercial, based in Norway.
• All country-specific statutory benefits provided.
• Five weeks of paid time off, equal to 25 days.
• 14 days of paid sick leave where local law treats sick leave as unpaid.
• Six weeks of paid parental leave and six weeks of unpaid parental leave, usable within the first year after birth.
• Budget for work hardware at the start, with the option to keep the equipment for personal use after three years.
• Annual smart home budget.
• Annual education budget.
• Yearly performance bonus tied to company performance.
• 50% contribution toward home internet costs.
• One day every two weeks reserved for personal projects.

Compensation

Nabu Casa aims to offer total compensation around the 75th percentile for the role, seniority, and local market. Approximate annual compensation in primary operating countries is:

• Spain: EUR 55,000 to EUR 73,000
• Portugal: EUR 50,500 to EUR 64,700
• Italy: EUR 59,100 to EUR 67,100
• UK: GBP 60,900 to GBP 81,400
• Greece: EUR 53,400 to EUR 58,400
• Hungary: HUF 21,300,000 to HUF 25,700,000
• Poland: PLN 300,000 to PLN 370,000
• Romania: RON 312,000 to RON 444,000
• Other countries: compensation to be discussed during the first interview.

These figures can change depending on experience, qualifications, and working hours.

How hiring works

• Submit your application.
• The hiring team reviews it together with the hiring manager.
• Screening stage.
• Take-home assignment.
• Interview with the Commercial Team.
• Interview with the CEO.
• Offer stage.
• Onboarding.

Additional information

The organization is profitable and has no external investors. Its only sources of funding are Home Assistant Cloud subscriptions and hardware sales, which means the people the company answers to are its employees and its users. The company’s principles of privacy, choice, and sustainability are reflected across its architecture, licensing, community, and operations.

Home Assistant is described as the world’s most active open-source project in 2024 and is used by more than two million households.