Digital Marketing Manager

Role overview

Nabu Casa is the company behind Home Assistant, the world’s largest free and open-source smart home platform, serving more than two million households. Founded in 2018 by Home Assistant’s creators and core contributors, the company was built to keep the project financially sustainable while protecting the team from burnout. Its work is shaped by three core principles: privacy, choice, and sustainability.

The company is profitable, has no outside investors, and serves as the official provider of Home Assistant products and services. Revenue from subscriptions and purchases directly supports the continued development of Home Assistant and other Open Home initiatives.

This position is for a Digital Marketing Manager who will take full ownership of Nabu Casa’s online presence and make it perform. It is a practical, execution-led role in which you will manage digital channels, launch and refine campaigns, strengthen organic growth, and ensure paid media delivers strong returns. The main aim is to introduce more people to Home Assistant while helping sustain the broader Open Home movement.

You will partner closely with the Product Marketing Manager, but the role is expected to be proactive and self-directed rather than brief-driven. The audience is technically savvy and closely connected to the community, so the ideal candidate must be able to communicate with intelligence, authenticity, and respect for that audience.

What you'll do

• Take responsibility for the performance of the company’s digital channels, including the website, email, SEO, paid media, and social platforms, with defined goals for reach, conversion, and subscriber growth.
• Plan and deliver digital campaigns from start to finish, covering briefing, asset development, launch, and post-campaign review, aligned with product releases and commercial goals.
• Strengthen organic search visibility through content planning and on-site SEO, with the longer-term aim of reducing dependence on paid traffic.
• Manage lifecycle email marketing for Nabu Casa Cloud subscribers, including onboarding-style flows, release communications, and re-engagement, while monitoring the most relevant metrics.
• Own paid digital investment and return on investment across channels, making smart budget decisions to bring more people into the Home Assistant ecosystem.
• Review and act on performance data every week, identifying what is working, what needs to change, and what should be prioritised next.
• Work with the Product Marketing Manager to turn product messaging into channel-specific copy and creative that resonates with both technical and non-technical audiences.
• Build awareness and engagement in the communities where users already spend time, such as Home Assistant forums, Reddit, YouTube, and related open-source and smart home spaces.
• Experiment with additional growth channels such as affiliate, referral, partnership, and influencer programmes, while documenting results and learnings.

What we are looking for

• Practical experience managing digital channels such as SEO, email, paid social, paid search, and content, with direct ownership of performance outcomes.
• Strong analytics capability, including the ability to create dashboards, read funnel data, and separate meaningful trends from noise without heavy reliance on a data team.
• Excellent digital copywriting skills and the ability to write clearly for a technically literate audience.
• Exposure to marketing automation and CRM platforms such as Mailchimp, HubSpot, or similar tools.
• A high level of independence and the ability to run channels without needing constant direction.
• A data-led approach to decision-making, with the confidence to justify budget choices using clear analysis.
• Understanding of community-driven audiences and the importance of authenticity and technical credibility in marketing.
• A collaborative working style that allows you to partner effectively with product and PMM teams without becoming dependent on them to ship work.
• Comfort working asynchronously in a remote-first, distributed environment.

Nice to have

• Background in marketing a technical, developer-focused, or open-source product.
• Familiarity with Home Assistant or the wider smart home space.
• Experience in a small, remote-first team where you have owned a function end to end.

Working model and compensation

This is a fully remote, full-time role with a 40-hour work week. There is no fixed daily schedule, though the team aims for at least three hours of overlap during the working day for communication purposes. The role reports to the VP Commercial based in Norway.

Nabu Casa employs people through Remote, so successful candidates are hired as regular salaried employees in their own country. The company provides the statutory benefits required in each employee’s country of residence, along with a common baseline of additional benefits.

• 25 days of paid time off each year.
• 14 days of paid sick leave if local laws classify sick leave as unpaid.
• Six weeks of paid parental leave and six weeks of unpaid parental leave to be used within the first year after birth.
• A hardware budget for work equipment at the start of employment, with the option to keep the equipment for personal use after three years.
• An annual budget for smart home products.
• An annual learning and education budget.
• A yearly performance bonus linked to company performance.
• 50% coverage of your home internet cost.
• One day every two weeks to work on personal projects.

For new hires, the company aims to offer a total compensation package near the 75th percentile for the role, seniority, and local market. Approximate annual compensation ranges are: Spain EUR 55,000 to 73,000; Portugal EUR 50,500 to 64,700; Italy EUR 59,100 to 67,100; UK GBP 60,900 to 81,400; Greece EUR 53,400 to 58,400; Hungary HUF 21,300,000 to 25,700,000; Poland PLN 300,000 to 370,000; Romania RON 312,000 to 444,000. For other countries, compensation will be discussed during the first interview. These figures may vary depending on experience, qualifications, and working hours.

About the company

Nabu Casa is closely tied to Home Assistant, which is widely recognised as the most active open-source project in the world in 2024. The platform helps over two million households automate their homes and is backed by a global open-source community.

The company’s revenue comes only from Home Assistant Cloud subscriptions and Home Assistant hardware purchases, and because it has no external investors, it focuses on the interests of its employees and users. Privacy, choice, and sustainability influence the company’s architecture, licensing, community, and broader operations.

Hiring process

• Submit an application.
• The team reviews the application together with the hiring manager.
• Initial screening.
• Complete a take-home assignment.
• Interview with the Commercial Team.
• Interview with the CEO.
• Offer stage.
• Onboarding.