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Wilson Mar

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Example of yaml markup variables for Jekyll to generate HTML


This is an example of a job description for a Developer Advocate.

This is also an example of how variables can be used in the markup text residing in GitHub, so that key words can be changed in one place and be applied to all instances in the document.

The author of this page added variables in the header at the top of the authoring file which is not presented to readers. Within the body of the article’s text is inserted developers. When Jekyll reads this markup to generates HTML, it substitutes the variable with the data value from the header.

{{ page.company }} is looking for a {{ page.role }} to join us in attracting the interest of {{ page.targets }} using {{ page.languages }} to use our {{ page.product }} along with {{ page.tools }}.

Values are obtained at the top of the page containing:

company: XYZ
product: Gizmo
role: Developer Advocate
job_type: developer
targets: developers
passion: marketing and evangelism 
languages: Go, NodeJs, Python, and Ruby
tools: Git, Maven, Gradle, Groovy, Chef, Kubernetes, etc.
platforms: Amazon (AWS), Azure, and Google

The result:

The role

Developer Advocate is looking for a Developer Advocate to join us to attract the interest of developers using Go, NodeJs, Python, and Ruby to use MongoDB along with Git, Maven, Gradle, Groovy, Chef, Kubernetes, etc..

You know the concerns, interests, demographics, and cultures of developers, and you have creative ideas around how we can connect deeply and effectively with them.

As a key member of our small, rapidly growing marketing team, you will be the face and voice of XYZ to developers.

You will be the go to person for telling our story to the market - on stage at events, during industry-wide webcasts, and in conference rooms at the largest companies.

As both a product and customer expert, you will also be the sales force’s key marketing contact to help develop effective account specific go-to-market strategies.

The successful candidate is an engaging communicator, passionate about technology, and loves interacting with clients and prospects.

We’re seeking not only a great presenter but an excellent listener, who is curious about the needs and concerns of our prospects and customers.

You’ll be exposed to the major cloud platforms, as we currently run on Amazon (AWS), Azure, and Google, and have integrated with all of the major Platform-as-a-Service providers (Heroku et al.).

  • Up to 70% travel is required of this role.


Your key responsibilities toward building a following of passionate developers include the following during a day in the life:

  • Identify strategies and opportunities to bring content and perspective to both developers and executives who manage them.

  • Plan content and campaigns (with partners) that leverage time and expense to achieve the most returns.

  • Identify trends data in order to position XYZ as a thought leader, both online and offline.

  • Seek out and write up use cases (solution briefs) to demonstrate best practices.

  • Analyze new features and capabilities to present them as useful and compelling.

  • Publish blog posts and tutorials and speak at meetups and conferences to highlight best practices and offer a fresh perspective.

  • Champion users’ needs internally by providing invaluable feedback to the sales, product, and engineering teams.

  • Craft attention-getting yet informative posts in social networks and create blog and video content to attract and grow interest.

  • Use and create open source projects so developers can adopt the company’s offerings quicker and more confidently.

The ideal candidate

  • Has done a similar job before in this industry, with sharable examples of previous speaking opportunities, conference speaker feedback, and/or recorded webcast delivery.

  • Has built a visible online presence via social media, blogs, forums, GitHub repos and/or community involvement.

  • Experience as a current or former developer with one or more apps published in an app marketplace (Google Play, Apple Store, Windows Store, Office Store, iTunes, etc.)

  • Ability to code demos in Go, NodeJs, Python, and Ruby.

  • Familiarity using tools (Git, Maven, Gradle, Groovy, Chef, Kubernetes, etc.).

  • Can confidently moderate discussions among technical and non-technical groups.

  • Possess one or more developer certifications.

  • A keen interest in trying their hand at the business side, with potential aspirations for marketing, business development, sales, or product leadership roles in the future.

Bonus points

You get bonus points if:

  • You are a tinkerer! Show us any personal projects you’ve worked on, GitHub projects you’ve forked, etc.

  • You are naturally inclined to provide unbelievable customer service and enjoy teaching and helping others.

  • You are in love with MongoDB.

  • Measurable competency with application servers, scripting, and network infrastructure

  • Experience in a startup and growth-stage environments

  • Developed a “maturity model”.

What we offer

  • A unique opportunity to play a critical crossover technical/ business role at a high-growth company in a rapidly emerging open source infrastructure category.

  • The chance to say you “got in early” into one of the pioneers!

  • Equity
  • Matching 401(K) plans
  • 100% employer paid premiums for medical, dental, life insurance, disability
  • Flexible vacation - take time off when you need it

  • Free lunches, dinners, and fully stocked snacks & beverages
  • Commuter benefits for public transit and bicycle commuters
  • Shower facilities in the building
  • Wellness initiatives (incentive programs, fitness classes)
  • Free gym membership with shuttle service, onsite cardio gym, company organized and sponsored sports and leagues.
  • Free parking (We pay for parking tickets in San Francisco’s Mission District, too.)

  • Lounge areas with ping pong, foosball, pinball, and arcade games
  • Monthly happy hours
  • Company ski trips, boat parties, BBQs, happy hours, game nights … just to name a few!
  • Volunteer opportunities and extra PTO for community work.

  • Casual dress code

  • MacBook (16 GB, with 2 additional screens)
  • Employee development opportunities


BS in a STEM degree, developer experience, ability to code in Go, NodeJs, Python, and Ruby, excellent written and presentations.

More on Technical Evanglism

This post is one of a series:

  1. Job Descriptions
  2. Resumes (mine)

  3. Evangelism dependencies
  4. Deliverables and Events Budgeting spreadsheet
  5. Evangelism Cost-Benefit analysis (Bang-for-the-buck comparion)

  6. Events and Conferences
  7. Calendar of Announcements
  8. Milestone events

  9. Social media
  10. Social media strategy
  11. Tweets
  12. Sentiment analysis (of favorable words or not)
  13. Responses to social media
  14. Tech Press mentions

  15. Competitive Comparisons (by analysts and others)
  16. Competitive Strategy
  17. Competitive Comparison Kit (for people to run for themselves)
  18. Objections, and how to handle them

  19. Target Customers
  20. Customer References
  21. Proof Points
  22. Email databases (User Acquisition)
  23. Remarketing of current or lapsed users

  24. Product websites
  25. Product wikis
  26. User Forums (Google, LinkedIn, Reddit, etc.)
  27. Surveys

  28. Product Roadmaps
  29. Release Schedule
  30. Tasks
  31. Issues

  32. Enviornments for development, testing, demos, training, etc.
  33. Demo presentation scripts
  34. Beta activities
  35. Release Notes

  36. Tutorials
  37. Live event sign-up administration
  38. Webinars
  39. Video production capability
  40. Live Video Streaming

  41. Spiffs
  42. Hackathons
  43. Participating in Conferences
  44. Running Conferences
  45. Dynamic projections of tweets, etc.

  46. Recruitment follow-up