Smartly
What's It Like to Work at Smartly?
Frequently Asked Questions
Smartly supports employee job satisfaction through a culture of high ownership and autonomy, transparent growth, global collaboration, and meaningful flexibility.
- Ownership and global impact: Smartly empowers employees to Own the Outcome by giving them autonomy, clear accountability, and room to take on meaningful responsibilities. This helps employees see how their work contributes to measurable business results.
- Career Growth and Internal Mobility: Smartly supports transparent growth through leadership coaching, subject matter expert programs, AI literacy development, and internal mobility, with a goal of filling 33% of open roles with internal talent.
- Meaningful global impact: Employees contribute to a platform that powers over $6B in annual ad spend and generates 300B+ creatives annually across major platforms such as Meta, Google, and TikTok, creating a clear connection between daily work and customer impact.
- Collaboration and scalable innovation: Smartly encourages teams to "Scale by Design" and work across functions to build repeatable solutions. A strong engineering culture supports technical excellence, hands-on AI and automation, and scalable platform innovation that helps the company grow effectively.
- Flexibility and belonging: Smartly demonstrates Earn Trust through hybrid work, a 30/60-day work-from-abroad policy, comprehensive healthcare, mental health resources, wellness programs, and generous time off (PTO). The company also fosters belonging through employee resource groups and leadership ask-me-anything sessions, helping employees feel heard, supported, and included.
Smartly is viewed as a strong place to work for ambitious employees who value structured growth, ownership, and a highly inclusive international culture.
- Strong ownership culture: Employees are trusted with meaningful responsibility early in their tenure. Smartlies quickly gain ownership of visible projects, solving real business problems, and shaping their own career paths with support from leaders and teammates.
- Career growth opportunities: Employees frequently emphasize internal mobility, transparent promotion criteria and development through mentorship, cross-functional work, certifications, and internal mobility programs.
- Collaborative and supportive teams: Current employees emphasize a welcoming atmosphere and approachable leadership, including CEO and a predominantly female leadership team. The environment encourages direct feedback and transparent communication through regular "Ask Me Anything" sessions and employee resource groups.
- Innovation-focused environment: Smartly brings together strong engineering, AI expertise, and customer insight to build long-term solutions at scale. Teams work cross-functionally from idea to production, ensuring innovation is grounded in real customer needs and creates measurable impact for global advertisers.
- Strong benefits and flexibility: Employees benefit from a hybrid work model that includes 30/60 day "work-from-anywhere" policies and international office rotations. Employees receive flexible and unlimited PTO, wellness programs, 5-Year Anniversary Sabbatical Program, volunteer opportunities, parental leave.
In 2026, BuiltIn recognized Smartly as one of the “Best Places to Work” and “Best Midsize Places to Work”.
- Known for Technical excellence at scale: Smartly is well known for building its enterprise-scale AI and advertising technology and was recognized as a "Leader" in The Forrester Wave™: Creative Advertising Technologies, Q4 2024, which highlighted its ability to strategically unify media and creative workflows. Additionally, the platform is a finalist for industry accolades like the Mumbrella Awards and B&T Awards for Marketing Technology Company of the Year.
- Global and Collaborative Workplace: Smartly is a truly multinational team of over 873 employees representing over 64 nationalities. With 30 locations across 21 countries, the company is known for strong international collaboration across autonomous teams and diverse regions.
- Innovation-focused, fast-paced culture: Smartly's reputation is closely tied to the Smartly's values, which emphasizes autonomy, candor communication, long-term thinking, and teamwork over ego. At Smartly, "nothing is someone else’s problem"—employees are empowered to act with an entrepreneurial attitude to drive the company's long-term success.
- Commitment to employee growth and inclusion: Current employees highlight supportive managers, mentorship, cross-functional learning, and inclusive communities.
Working at Smartly means operating in a high-performance environment shaped by fast-moving advertising, AI, and constant product evolution.
One key tradeoff is ownership vs. highly structured guidance: Smartly expects employees to Own the Outcome by taking accountability for both work and results. This suits proactive people who can move work forward without waiting for every detail to be defined.
Employees may also experience scale vs. fixed processes. Through Scale by Design, teams are encouraged to improve systems, simplify workflows, and build solutions that support future growth. This can be exciting, but priorities may evolve as the business and customer needs change. Smartly also values Start with the Client means work is connected to real customer needs and measurable outcomes.
Finally, Smartly emphasizes a strong in-person office culture vs. fully remote flexibility, emphasizing 3 days in office for most roles. This environment suits people who value flexibility while still seeing the importance of communication, reliability, and shared team momentum.
Great match for candidates who prefer:
- High ownership and accountability
- Customer-focused work with measurable impact
- Cross-functional collaboration
- Building scalable systems, processes, and products
- Trust, transparency, and continuous improvement
Working here means:
- Taking ownership of meaningful work
- Moving with purpose as priorities evolve
- Collaborating across teams and functions
- Operating with high standards and visibility
- Thinking beyond your own role to create broader
Smartly's Candidate Tradeoffs
If you’re weighing whether Smartly is the right fit, these are the core tradeoffs to consider.
- Smartly emphasizes managers developed through formal training to ensure consistency and strong leadership fundamentals, though that approach prioritizes standardized management practices over highly individualized styles.
Smartly Employee Perspectives
After four years as an Engineering Team Lead, Mikko Kivelä decided to step out of the manager track. He became a Lead Engineer, taking over the responsibility for Smartly.io’s Creative Editor for Image and Video Templates.
"You often hear that engineers have to choose between two career paths — either you are responsible for the technology or the people building the technology. You know, the tech expert track versus the manager track. But it doesn't have to be either-or," Mikko says. "You can alternate between the two and apply learnings from both roles to become a better professional."
Learning about leadership always pays off
“The Lead Engineer opportunity came at a time when I was contemplating my next career move,” Mikko says. “After many years of leading a team of developers, I felt it was time for something new, and, ideally, that something would be focusing on technology.”
After moving from the people management track to technical leadership, Mikko focuses on the development team's productivity and product delivery. And he still works closely with people, too. "The leadership skills I've learned over the years have not gone to waste, I’m simply using them in a different context," he reflects. "Of course, a big part of the work of a Lead Engineer is to help with technical planning, implementation, and tooling. But understanding the team’s needs, guiding decision-making, and mentoring junior engineers are equally essential."
Learning through trial and error
All new leaders have a lot of firsts, regardless of their management track. The natural consequence of doing things for the first time is making mistakes. "At the beginning of my role as a Team Lead, I was learning about leadership through trial and error," Mikko says. "It helped me realize that what’s important is not that you failed but how you move on from that failure. If you can identify and act on it quickly enough, you might even be able to turn your mistake into a learning experience. Competence accumulates from the continuous application of previous learnings."
Working in startups has given Mikko insight into different phases of the business lifecycle. Different kinds of leadership are needed during different growth phases, and a leader has to evolve in response to the organization’s needs. "At Smartly.io, we have managed to identify when change has been needed and react quickly. We have restructured our organization and redefined our leadership roles and responsibilities to meet the new needs. One of the changes was introducing the Lead Engineer role, which also increases career alternatives for our Engineers," Mikko reflects. "For a leader, being fast to recognize where you need to grow and what help you need to get there is essential. What your team needed from you six months ago might not be what they need now."
Seeking advice and support to fuel development
There is one leadership-related myth that Mikko would like to debunk. "Leadership is not just an innate ability that some have, and some don't — it's a skill that you learn like any other. You gather experience from following best practices and being quick to react to and learn from what comes across your path."
"When I first became a Team Lead, I thought I was supposed to know everything," Mikko confesses. He suspects that other first-time leaders also have a high threshold for asking for help because they feel they are supposed to be the ones providing support and direction. "Speaking from experience, the faster you ask, the faster you learn to make the right decisions. Other team leads have similar challenges and have found a solution already, so you don't have to reinvent the wheel," Mikko says.
Peer support has been key in molding Mikko into the leader he is. "There is value in having people more experienced than you around to learn from," he says. "Smartly.io also provides a lot of support for leaders, like live and online training, peer learning sessions, and our Leadership Handbook."
How to get started with leadership
Mikko feels his diverse background has given his career a big boost. I originally started from UI/UX design, graphic design, and 3D modeling and moved towards software development. Then I entered the realm of people management, and now I'm learning technical leadership," he says. "Being able to contribute to both the technical and the people aspects of product development has been a big asset."
Mikko's advice for an aspiring leader is that learning about leadership to adopt in your daily work can be a great first step in thinking about whether that is an area you'd like to focus on more widely. "There's no right or wrong way of starting, but you can start paying attention to acts of leadership in your day-to-day work and becoming a strong self-leader. Both of these are important and pave the way for both tech expert and manager tracks. You are always leading something; for the very least, leading yourself."
Your leadership path doesn't have to be linear, and whichever track you sample first might be enough to help you forward on your way. "For example, all Smarties are trusted to take ownership beyond their role and expected to show leadership in their daily work and interactions. Therefore, learning about leadership is not limited to only explicit leadership roles," Mikko notes.
Mikko is not the only Smarly.io leader with a non-linear path to where he is now. ur Engineering Manager Holly took an alternative route to a career in software development and is currently managing two teams. Her journey has taught her how to keep calm, handle a crisis, and ask for help as she's setting our teams up for success in the long run.

Smartly Employee Reviews

What People Are Saying About Smartly
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Team Support: Colleagues are often described as smart, supportive, and globally diverse, enabling cross‑border collaboration and mobility. A multinational footprint with ERGs and stated DEI programs helps reinforce an inclusive, collaborative environment.
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Learning & Development: Structured programs like Launchpad and early‑career customer paths, plus exposure to enterprise advertisers and cross‑functional work, create steep learning curves and mentorship opportunities. Company materials emphasize ownership, internal mobility, and clear expectations to support development.
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Benefits & Perks: Benefits include five weeks of paid vacation, paid parental leave, comprehensive health coverage and wellness support, equity/options, and hybrid/remote flexibility. Additional perks such as global office rotations, equipment, and training budgets are also highlighted.
Smartly's Awards


Smartly's Benefits
Established employee awards to honor work and contributions
Quarterly engagement surveys to gauge employee satisfaction
Documented career progression frameworks
Documented internal promotion policy
Documented path to leadership development
Encourages lateral mobility to expand skills and impact
Posts new positions internally and encourages employees to apply
Prioritizes promotion advancement based on impact
Prioritizes promotion advancement based on long-term contribution
Promote from within
Provides customized development tracks
Regularly scheduled promotion review cycles for employees
Engineering team utilizes pair programming
Hosts in-person all-hands meetings
In person and virtual options
Hosts in-person revenue kickoff meetings
Implements team-based strategic planning
Open office floor plan to encourage communication and collaboration
Uses an OKR operational model to clearly define goals and priorities
Utilizes an open door policy that encourages accessibility
Offers a remote work program
Utilizes a flexible work schedule
Utilizes a hybrid work model