Job description

Atlassian's ecosystem is moving into the AI era. Developers can now build more than apps on Atlassian. They can build AI-powered experiences with Forge, Rovo agents, skills and the Atlassian MCP server, and those experiences work right inside the tools millions of teams use every day. We're looking for a Head of Developer Advocacy to lead the team that acts as the technical voice of the developer community, both inside and outside Atlassian. You'll grow our developer funnel and builder community. That means bringing more builders onto the platform, showing them what's possible, and helping them go from first awareness to shipping apps and agents that deliver real value to customers. The team's mission is to move developers from awareness to successful, active building on the Atlassian platform. You'll make Forge, Rovo and our AI capabilities the first choice for developers building AI-native experiences. You'll also turn what you hear from the community into prioritized product feedback, clearer enablement, and more successful Forge, Marketplace and Rovo builders. This role sits in Ecosystem and needs both deep technical credibility and a strong sense of strategy and the business. You'll lead from the front: on stage, in code and in the community. Working at Atlassian Atlassians can choose where they work – whether in an office, from home, or a combination of the two. That way, Atlassians have more control over supporting their family, personal goals, and other priorities. We can hire people in any country where we have a legal entity. Strategy and the developer funnel • Own the developer advocacy strategy and the five-stage journey: Awareness → Interest → First Build → Active Developer → Developer Success . Set clear goals and success measures for each stage. • Grow monthly active developers, raise the share of Forge sign-ups that become deployed apps, and drive more Forge apps, agents and customer installs. • Lead with the funnel. Point the team at the stage that most needs investment, and measure movement through the funnel rather than vanity metrics. Evangelism for the platform and AI • Be the main external advocate for building on Atlassian, including Forge, Rovo agents, skills, the Atlassian MCP server and new AI-native capabilities. • Speak about and showcase the platform at major Atlassian events (Team, Atlas Camp, Developer Days) and at top third-party developer and AI conferences. • Lead advocacy for selected platform and feature launches where it will clearly improve how well developers understand and adopt them. Team leadership • Lead, hire and develop a high-performing global team of developer advocates. Build a culture of technical excellence, ownership and builder empathy. • Run a focused campaign model that picks the highest-impact levers: content and thought leadership, events, enablement, training and education, workshops and programs, and community recognition. Builder community and programs • Grow a thriving builder community, including community champion and subject-matter-expert programs, builder spotlights, and partnerships with Atlassian Community Events (ACE) leaders. • Lead flagship programs such as Codegeist, hackathons, Forge Quest, workshops and learning paths that build momentum through hands-on building. • Lower the barrier to trying the platform by lining up tutorials, sample apps, starter templates, reference architectures and demos, all built on our "show, don't tell" approach. Voice of the developer • Turn community signals into prioritized, actionable feedback for Product and Engineering, and close the loop with builders. • Work with Developer Experience, Product, Engineering, Developer Marketing, Community, Data Science, Marketplace, Partnerships and Support. • Work with Support so education and self-serve content reduce support tickets and resolve them faster. Measurement and business impact • Define and report on business-impact and funnel metrics, such as time to first app, active developers, Forge compute usage, app installs and active use, and Marketplace growth. Review them regularly to refine the strategy. Minimum qualifications • 10+ years in developer relations, developer advocacy, technical evangelism, software engineering or a related technical field • 5+ years leading and scaling developer advocacy or developer relations teams, including hiring, coaching and building culture • A strong technical background, comfortable discussing APIs, development frameworks, cloud platforms and development practices with developers and engineering leaders • Hands-on knowledge of AI and LLM technologies, such as agents, MCP and AI-assisted development, and how developers build with them • A proven track record of growing developer communities and moving measurable adoption metrics across a developer funnel • Excellent communication and presentation skills, with experience delivering technical talks, demos and content in many formats • A strong business mindset, with the ability to connect developer programs to platform adoption and ecosystem growth • Willingness to travel for conferences, community events and Atlassian events Preferred qualifications • Experience with developer platforms, extensibility frameworks or app marketplaces in a SaaS ecosystem • Familiarity with Forge, Rovo or the Atlassian ecosystem • Background in technical education or enablement, such as learning paths, certifications and hands-on workshops • Experience running hackathons, champion or MVP programs, and community-led events • Experience influencing product roadmaps through structured community feedback Benefits & Perks Atlassian offers a wide range of perks and benefits designed to support you, your family and to help you engage with your local community. Our offerings include health and wellbeing resources, paid volunteer days, and so much more. To learn more, visit go.atlassian.com/perksandbenefits . About Atlassian At Atlassian, we're motivated by a common goal: to unleash the potential of every team. Our software products help teams all over the planet and our solutions are designed for all types of work. Team collaboration through our tools makes what may be impossible alone, possible together. We believe that the unique contributions of all Atlassians create our success. To ensure that our products and culture continue to incorporate everyone's perspectives and experience, we never discriminate based on race, religion, national origin, gender identity or expression, sexual orientation, age, or marital, veteran, or disability status. All your information will be kept confidential according to EEO guidelines. To provide you the best experience, we can support with accommodations or adjustments at any stage of the recruitment process. Simply inform our Recruitment team during your conversation with them. To learn more about our culture and hiring process, visit go.atlassian.com/crh . In line with local law, identity verification (which may include use of biometric data) is a condition of employment with Atlassian for employment fraud purposes. At Atlassian, we strive to design equitable, explainable, and competitive compensation programs. We follow consistent hiring practices and account for each candidate's skills, knowledge, and experience when setting base pay within the range. Please visit go.atlassian.com/payzones for more information on which locations are included in each of our geographic pay zones. However, please confirm the zone for your specific location with your recruiter. This role may also be eligible for benefits, bonuses, commissions, and equity.

Requirements

Must-haves

This role sits in Ecosystem and needs both deep technical credibility and a strong sense of strategy and the business. You'll lead from the front: on stage, in code and in the community.
Working at Atlassian
Strategy and the developer funnel
Own the developer advocacy strategy and the five-stage journey: Awareness → Interest → First Build → Active Developer → Developer Success . Set clear goals and success measures for each stage.
Grow monthly active developers, raise the share of Forge sign-ups that become deployed apps, and drive more Forge apps, agents and customer installs.
Lead with the funnel. Point the team at the stage that most needs investment, and measure movement through the funnel rather than vanity metrics.
Evangelism for the platform and AI
Be the main external advocate for building on Atlassian, including Forge, Rovo agents, skills, the Atlassian MCP server and new AI-native capabilities.
Speak about and showcase the platform at major Atlassian events (Team, Atlas Camp, Developer Days) and at top third-party developer and AI conferences.
Lead advocacy for selected platform and feature launches where it will clearly improve how well developers understand and adopt them.
Team leadership
Lead, hire and develop a high-performing global team of developer advocates. Build a culture of technical excellence, ownership and builder empathy.
Run a focused campaign model that picks the highest-impact levers: content and thought leadership, events, enablement, training and education, workshops and programs, and community recognition.
Builder community and programs
Grow a thriving builder community, including community champion and subject-matter-expert programs, builder spotlights, and partnerships with Atlassian Community Events (ACE) leaders.
Lead flagship programs such as Codegeist, hackathons, Forge Quest, workshops and learning paths that build momentum through hands-on building.
Lower the barrier to trying the platform by lining up tutorials, sample apps, starter templates, reference architectures and demos, all built on our "show, don't tell" approach.
Voice of the developer
Turn community signals into prioritized, actionable feedback for Product and Engineering, and close the loop with builders.

Nice-to-haves

Experience with developer platforms, extensibility frameworks or app marketplaces in a SaaS ecosystem
Familiarity with Forge, Rovo or the Atlassian ecosystem
Background in technical education or enablement, such as learning paths, certifications and hands-on workshops
Experience running hackathons, champion or MVP programs, and community-led events
Experience influencing product roadmaps through structured community feedback

Application prep

Use the role’s language and application details while tailoring your materials.

Keywords to mirror

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Platform: atlassian
Effort: medium