Marketing leadership for developer technologies.
Developers don't trust marketing—they trust other developers. I help developer technology companies build authentic communities, embrace open-source plays, and leverage product-led growth to create viral adoption through genuine value, not campaigns.
Why developer technologies marketing is different
Community Over Campaigns
Authenticity Over Messaging
Developer Relations Alongside Sales Funnels
Three areas of focus.
Building Developer Relations and Community-Led Growth
Developers adopt technology through other developers, not through marketing. I build developer relations strategies that foster authentic communities where your users become your advocates. This means thoughtful open-source contributions, meaningful engagement in developer spaces (Discord, GitHub, forums, conferences), and creating genuine value for the ecosystem beyond the product. Your community becomes your growth engine.
- Developer relations strategy and community building
- Open-source positioning and contribution strategy
- Developer advocate programs and ecosystem partnerships
- Engagement in authentic developer channels and spaces
Driving Adoption Through Product-Led Growth
Developers want to experience the value first. I build PLG frameworks that reduce friction to adoption, create frictionless onboarding, and let your product do the talking. This means designing for viral loops, enabling self-serve discovery, and building word-of-mouth growth through genuine product value. The product becomes the primary marketing channel.
- Product-led growth strategy and framework design
- Viral adoption loop optimization
- Self-serve onboarding and discovery mechanics
- Usage-based metrics and activation measurement
Authentic Positioning Across Developer Channels
Developers live in cutting-edge, non-traditional channels—GitHub discussions, Discord communities, indie hacker spaces, technical forums, open-source projects. I build marketing that shows up authentically where developers actually are, with technical credibility and genuine contribution. This means honest technical content, transparent about limitations, and positioned as a fellow builder, not a vendor.
- Technical thought leadership and credible content
- Authentic presence in developer-first channels
- GitHub and open-source ecosystem positioning
- Sponsorships and partnerships in developer communities
- Transparent product positioning for skeptical audiences
Where I've done this before.
Nrwl / Nx
Shaped positioning for the leading monorepo tooling company serving enterprise development teams. Built authority through developer community engagement, technical thought leadership, open-source contributions, and demonstrating competitive superiority in a specialized market.
Rangle.io
Head of Marketing through revenue growth from $1M to $20M—built positioning around design-led product development and specialized expertise for developer teams. Scaled the brand in a competitive market through developer community engagement, technical credibility, and authentic positioning within the developer ecosystem.
More detail in the case studies and about pages.
You might be a fit if…
- Your developer technology solves a real problem for engineers, but you need authentic positioning in developer communities instead of traditional marketing.
- You want to build a product-led growth engine that drives adoption through genuine value and developer advocates, not sales pitches.
- You're building open-source or developer-first tools and need a strategy that leverages community, authenticity, and technical credibility.
- You're tired of traditional marketing approaches that alienate developers. You want positioning that speaks their language and earns their trust.
- You need developer relations and community strategy that creates genuine advocates and sustainable, viral growth through the developer ecosystem.
- You want to scale omnichannel growth marketing opportunities and add more channels to your existing strategic playbook.
Strategic Advisory
~10 hours/week — senior guidance, planning, and coaching for your existing marketing team.
Embedded Execution
Up to 20 hours/week, minimum three-month commitment — hands-on positioning, GTM, and campaign delivery.
Project-Based
4–12 week scoped engagements — a positioning sprint, launch plan, or marketing audit with a fixed deliverable.
Full details on the services page. New to the fractional model? Read the fractional CMO guide.
Other industries I work with
Building for Developers?
If you want to win developer trust through authentic community, product-led growth, and genuine value—not campaigns—let's talk.