Head of GTM

We make smart devices and push the boundaries of the IoT sector every single day. Shelly is a strong company with a startup mindset - no bureaucracy, just bold ideas, creative problem-solving, and a team that genuinely loves what they do. We turn every spark of an idea into a real product - from first concept to full production - and bring smart automation to over 3 million households around the world. From heating, lighting, appliances, curtains, and more - if it runs on electricity, chances are we can automate it. We’ve built over 100 smart devices (and counting!), and everything happens right here at our headquarters in Sofia. Sounds exciting? Keep reading... Head of GTM Your Role You own product marketing end-to-end, build a repeatable go-to-market engine for product launches, and lead, coach, and grow the team that takes every new product from brief to market across multiple countries. Requirements • You have a strong track record of leading, developing, and growing high-performing teams • You have built and managed structured, end-to-end go-to-market processes across multiple markets • You know how to turn complexity and a high volume of launches into clear processes, priorities, and ownership • You bring around 10–15 years of experience in product marketing, go-to-market, commercial strategy, or a related field, including senior leadership experience • You have strong experience in market insight, segmentation, positioning, value propositions, messaging, launch planning, enablement, and performance measurement • You work effectively across Product, Sales, Marketing, country teams, and senior leadership • You balance strategic thinking with strong execution and keep launches on track without compromising quality • You communicate clearly, make data-informed decisions, and challenge ideas constructively • You are fluent in English and comfortable working across international teams • Experience in consumer electronics, IoT, or channel- and distributor-led hardware businesses is a strong advantage, but not required Responsibilities • You lead and develop the product marketing team and set clear ownership and performance expectations • ​You build and manage the go-to-market process for product launches, from the initial brief to post-launch review • You create clear launch playbooks, timelines, roles, decision points, tools, and quality standards • You manage the launch calendar and balance business priorities, market needs, dependencies, and team capacity • You align Product, Sales, Marketing, country teams, and other stakeholders on launch goals, responsibilities, and deadlines • You lead product positioning, customer segmentation, value propositions, messaging, and the commercial story for new products • You ensure country and channel teams receive the plans, training, sales tools, product information, and assets they need for each launch • You identify risks and key decisions early, involve the right stakeholders, and keep launches on track • You set launch success measures, track performance across markets and channels, and use the results to improve future launches • You use customer, competitor, market, channel, and country insights to shape launch and commercial decisions • You keep the CMO and senior leadership informed about launch readiness, performance, risks, and opportunities Benefits Work: • A welcoming, collaborative team • Meaningful products and services that people actually use and love. • Learning opportunities to sharpen your skills • Competitive salary + Performance bonuses • Modern office in a great location • Fun team buildings and company events Lifestyle: • 26 days of paid annual leave • Flexible working hours • Additional health insurance • Free access to all Shelly devices (yes, you can smarten up your whole home!) • Multisport Card • Fully sponsored yearly public transport card Ready to join the Shelly Revolution? Let’s build the future of smart living together. Hit that Apply button — we can’t wait to meet you.