Marketing Lead

About Roo Code

Roo Code is an open-source software development platform that adds an AI-powered team of coding agents directly into Visual Studio Code through an extension. Our mission is to empower a global community of builders to drive huge impact by leveraging advanced AI capabilities.

Role Overview

As the Marketing Lead at Roo Code, you will be the driving force behind how we position, articulate, and promote our open-source platform to developers, community contributors, and self-serve Personal and Teams customers. You will blend strategic marketing, community engagement, and technical evangelism to ensure that Roo Code stands out as both a beloved open-source initiative and a credible AI solution. This is a high-impact role where you’ll work cross-functionally with product, engineering, and community teams to drive awareness, activation, and conversion, and to influence the product roadmap.

Key Responsibilities:

• Marketing Strategy & Positioning

• Develop and refine a compelling value proposition that resonates with open-source developers and self-serve Personal/Teams users.

• Own the marketing roadmap, including core messaging, branding, and go-to-market strategies for new features or releases.

• Community Evangelism

• Drive our community engagement strategy by developing scalable programs for events, webinars, and maintaining an active presence across developer platforms (GitHub, Discord, Reddit, etc.).

• Grow and nurture the open-source user base by promoting transparency, celebrating contributions, and supporting new contributors to get started easily.

• Create tutorials, documentation, and other resources to onboard new users and showcase success stories.

• Self-Serve Funnel & Conversion

• Create targeted messaging and materials for website, in-product prompts, and docs to accelerate sign-up, onboarding, and upgrade to Teams.

• Partner with Product to run growth experiments across the funnel (pricing/packaging tests, paywalls, activation checklists, templates).

• Develop content (how-tos, success stories) that showcases product value and improves trial-to-activation and individual-to-team conversion.

• Content & Campaign Execution

• Develop a content calendar across multiple platforms (blog, newsletters, social channels) to keep the community updated on new features, community-driven success stories, and product roadmaps.

• Author or commission deep-dive technical content (tutorials, how-to guides) that highlights Roo Code’s advanced AI capabilities and open-source extensibility.

• Manage product launches and announcements, coordinating internal teams and external contributors to maximize reach.

• Metrics & Analytics

• Define, track, and report on key performance indicators such as traffic, sign-ups, activation, Day-1/Week-1 retention, upgrade to Teams, contributor growth, and NPS.

• Use data-driven insights to optimize marketing strategies, improve community programs, and inform product roadmap priorities.

• Present findings and updates to the leadership team, ensuring alignment on growth targets and strategic focus areas.

• Cross-Functional Collaboration

• Partner with Product and Engineering to gather feedback from the community and self-serve users, turning it into actionable product improvements.

• Collaborate with the Design team to ensure branding consistency across all user touchpoints (website, documentation, social media).

• Work alongside Developer Relations to organize events (virtual and in-person) and ensure cohesive messaging.

Preferred Qualifications

• Experience & Background

• 3–5+ years in Product Marketing, Developer Advocacy, or Developer Relations, ideally within open-source or developer tool companies.

• Proven track record launching and marketing technical products to developer communities and/or driving self-serve growth for Personal/Teams products.

• Familiarity with AI technologies, coding workflows, and developer ecosystems.

• Experience in community building, whether through hosting events, driving engagement on social platforms, or running open-source contributor initiatives.

• Skills & Competencies

• Technical Fluency: Comfortable communicating product value to developers and technical stakeholders; able to translate AI features into clear benefits.

• Strategic Marketing Insight: Ability to craft positioning statements, value propositions, and go-to-market strategies that resonate with diverse audiences.

• Content Creation & Storytelling: Skilled at crafting compelling narratives and creating high-quality marketing collateral.

• Community Management: Track record of growing, activating, and retaining engaged communities; empathy for contributor motivations and open-source dynamics.

• Data-Driven Decision Making: Proficiency with analytics tools to measure user engagement and funnel metrics.

• Collaboration & Leadership: Adept at cross-functional teamwork, with strong communication skills to drive alignment across product, engineering, and (as needed) partnerships.

• Personal Attributes

• Entrepreneurial Mindset: Self-starter who thrives in a fast-paced, rapidly evolving environment, comfortable wearing multiple hats.

• Adaptability & Curiosity: Eagerness to stay on top of AI/developer tool trends and community best practices, continuously refining approaches.

• Empathy & Customer Focus: A deep sense of empathy for developers (their workflows, pain points) and teams adopting self-serve solutions.

Ready to Invent the Future of AI-Driven Software Development?

If you’re excited about fostering an open-source community, growing a thriving self-serve user base, and shaping the conversation around AI-driven software development, we’d love to hear from you.

We have diverse, passionate & driven team members from a variety of backgrounds, and Roo Code is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status. We are committed to creating an inclusive environment for all employees and candidates.