Marketing Lead

€44,000 to €64,000 gross · Tallinn · Hybrid, 2 to 3 days a week

Avalonia spent years proving the technology. Now we're building the business around it.

Hundreds of thousands of developers use Avalonia. Companies like KLM, Sony, GitHub, Canon and Schneider Electric ship products built with it. It runs everywhere from desktop applications to industrial systems and medical devices, and some of the software people have shipped on it is extraordinary.

We just haven't been very good at telling anyone.

Until now, our CEO has handled most of Avalonia's marketing alongside everything else involved in running and growing a company. That's carried us further than we honestly expected, but it isn't a sensible way to build a mature marketing function. So we're hiring our first dedicated marketing professional.

The role

You'll lead marketing at Avalonia.

That doesn't mean we expect you to be a copywriter, SEO specialist, videographer, events manager, PR agency, social media manager and growth marketer all at once. Marketing is multidisciplinary, and nobody is exceptional at all of it. We want someone who can look at the business, identify the biggest opportunities, decide what deserves attention, and then get things moving.

We already have a strong hypothesis about where you should start, and it's hiding in plain sight. Thousands of successful products have been built with Avalonia, including applications used by some of the world's best-known companies. Almost none of those stories have made it onto our website. We have very few proper case studies. Product launches, engineering stories and customer wins deserve far more attention than they currently get.

So a large part of your early focus will be the website and the content around it. You'll hunt down interesting customer stories, talk to the people behind them, build out our showcase, produce case studies, write articles, sharpen the pages that matter and work with design and the wider team to make avaloniaui.net better every month.

That's the starting point, not the boundary.

We want you to challenge us

You might join and agree with every one of our priorities. You might also decide we're missing something obvious. Maybe developer video deserves real investment. Maybe there's an SEO opportunity we keep walking past. Maybe customer advocacy could become a proper acquisition channel, or we need better product marketing, research, PR, webinars, or a format nobody here has thought of yet.

We want you to notice those things and, more importantly, do something about them. You'll have considerable freedom to decide where marketing can have the greatest impact. If you see an opportunity, make the case and pursue it. You aren't joining Avalonia to execute somebody else's marketing plan. You're joining to help decide how we market Avalonia.

Spotting an opportunity doesn't mean inheriting twelve new full-time jobs, either. If video deserves a real place in the strategy, the answer might be shifting existing priorities, hiring, or bringing in a specialist agency. You'll define the strategy and make the decisions. You'd be our first marketing hire, but you won't be our last, and we'll want your view on who comes next.

Getting stuck in

We're a small company, and we value people who spot something that needs doing and start working out how to solve it. You won't need permission for every decision. Failure is fine as long as we learn from it and share what we learned. We'd far rather you move fast, run a strategy and have it not work than theorise for six months and end up in the same place.

If a customer has an incredible story, go and speak to them. If a page is weak, improve it. If an experiment looks worth trying, try it.

We'd also rather you tell us something isn't worth our time than quietly do it anyway. Good judgement matters far more here than obedience. But this is a hands-on role too. You're not being hired to write strategies and hand them to someone else to execute. While the team is small, you'll need to move comfortably between deciding what should happen and making it happen yourself.

The first year

Most of your work will be about turning Avalonia's enormous adoption into stories that help the company grow. In practice, that means:

Building relationships with the customers and developers using Avalonia, then finding the interesting stories buried in those relationships and turning them into content worth reading
A much bigger showcase, and the proper case studies we should have had years ago
A far better website, one that's genuinely clear about what Avalonia is, what our commercial products do, and why companies choose us
Launches that land, rather than publishing something and hoping people notice
Working closely with design, engineering, sales and leadership to understand what's happening across the company and find the stories worth telling

We also attend roughly two conference events a year. You'll help shape and deliver those.

Other channels will grow naturally. Social, SEO, webinars, video, conferences and PR all matter. We're simply not going to write a job description listing every conceivable marketing activity and pretend one person will own all of them. You'll help us decide which ones actually matter and how we should handle them.

Some of it we'll measure. Website performance, conversion, search and pipeline all count, and if we invest in something, we should understand whether it's working. But we don't believe every worthwhile piece of marketing reduces to a number on a dashboard, and we're not looking for someone who mistakes measurement for strategy.

Six months in, marketing at Avalonia should feel noticeably different:

Far more customer stories being told
A substantially stronger showcase
Case studies that actually exist
Sharper, more persuasive pages where it counts
A clearer view of our audiences, and of where the next investment should go

And increasingly, you should be the person telling us what good marketing at Avalonia looks like.

Building Avalonia in Tallinn

This is a hybrid role based in Tallinn, with in-person collaboration two or three days a week.

You won't be Avalonia's first person in Estonia. We already have a team member based in Tallinn, and both our CEO and COO plan to be in the city regularly, typically each month, to drive the rapid growth of the operational team. You'll be joining at the start of something much larger. We're building a permanent operational presence in Tallinn, with headcount already planned for around five additional roles. Marketing is one of the first functions we're establishing locally, and others will follow.

Today we have access to serviced offices in Rotermann and Ülemiste, and we're actively exploring taking our own permanent space. So the office isn't a finished decision you're walking into. As one of the early members of the Tallinn team, you'll help shape what we build, including where we work, what that environment feels like, and what the local Avalonia culture becomes as the team grows.

We want an office because working together is useful, not because somebody decided attendance should be counted.

Who we're looking for

Someone who combines strategic thinking with the urge to make things happen.

You write well, and you recognise a good story when you hear one
You understand that strong marketing starts with understanding the customer, not picking a channel
You're curious enough to learn a technical product properly and explain why it matters
You can look at an imperfect website, process or campaign and immediately start thinking about how you'd make it better
You're comfortable without a mature marketing machine around you
You like building things
When you see a problem, your instinct is to work out how to solve it rather than wait to be told

You don't need a career spent marketing developer tools. Technical marketing experience helps, but judgement, curiosity, initiative and excellent communication matter far more to us than a perfectly matching CV.

What you're joining

The technology is established. The company is growing. Some of the most respected software teams in the world already trust Avalonia. And there's an enormous amount still to build around that.

You'll have direct access to the leadership team, room to experiment, the ability to bring in expertise when it makes sense, and a real chance to shape both Avalonia's marketing function and our growing presence in Tallinn.

We're not looking for somebody to maintain the marketing machine. We're looking for somebody to help build it.

If that sounds like your kind of problem, we'd love to hear from you.