EverIT was a small Hungarian Atlassian Marketplace developer — good products, but almost no marketing infrastructure. As the sole senior marketer, my job was to professionalize previous marketing done directly by the product owners: brand presence, paid campaigns, a partner programme, community presence, and event marketing.

Over three years, the most important insight was that the GTM had to work on two completely different levels at once. On one side were self-serve admins — people who find an app on the Marketplace, try it, and buy it the same week, with no sales conversation involved. On the other were partner-led deals, where trust was built over months through relationships and co-marketing. The Marketplace listings, the community presence, the content — all of it had to serve both motions without feeling built for neither.

Instead of centring the strategy around paid media, I put community and the partner programme at the core for the partner side, while continuously optimising the Marketplace presence and self-serve funnel for direct buyers. By the time of the acquisition, the partner programme accounted for nearly half of total app ARR — with the other half coming from self-serve customers who never spoke to anyone before purchasing.

In 2024, catworkx GmbH acquired EverIT. The brand, pipeline, and Marketplace presence I had built were key factors in the acquisition — the kind of outcome that rarely makes it onto a CV, but best demonstrates what it means to work at a strategic level as a marketer.

When I started the ACE Debrecen chapter in early 2024, there was no Atlassian community presence in Hungary at all, in its official, Atlassian Community Events format. The idea was simple: the Atlassian ecosystem is strong in the region, but practitioners had nowhere to meet, share experience, or learn from each other outside of partner/vendor-led events, centered only in Budapest, the capital of Hungary.

Building the chapter from zero meant finding the first members through personal outreach, convincing local Atlassian users and partners that a meetup was worth their evening, and then delivering events good enough that people actually came back. The format evolved over time — from single-speaker sessions to hybrid World Café-style discussions where attendees actively shape the conversation around Atlassian product announcements and real-world case studies. We also had a speaker coming directly from Atlassian to our meetup, and now I'm proud to say I also have co-organizer at the events.

The community work directly feeds into my professional practice — it keeps me close to how practitioners actually use Atlassian tools day-to-day, and it's where I often spot the gaps between what vendors announce and what users actually need.