Welcome to the GitLab Marketing Handbook

The GitLab Marketing team includes four functional groups: Marketing & Sales Development, Community Relations, Corporate Marketing, and Product Marketing.

On this page

Marketing Handbooks

GitLab Marketing Purpose

We GitLab

We think GitLab (.com, CE, and EE) is the fastest way for developers, designers, and IT practitioners to turn their ideas into production software. The GitLab Marketing team is here to do the following:

Data informed decisions

All of marketing (except for community relations) will optimize pipe-to-spend. We measure the pipeline created that can be attributed to a certain campaign. Most campaigns will be linked to a group (field marketing, content marketing, etc.). The spend will include the direct spend (advertising) and the indirect spend (team members time). A lot of attribution will not be measured, therefore every group will feel like there are unmeasured effects to their campaigns. While this is correct we will treat the pipe-to-spend ratio like our result and ignore unmeasured effects because:

  1. Although not every effect is measured this is the case for every campaign we do.
  2. A pipe-to-spend ratio is a good way to compare relative effectiveness of campaigns.
  3. It is not unreasonable that the unmeasured effects scale linear with the pipeline created.
  4. Discussing unmeasured effects is inefficient and since it seems unsolvable.
  5. The incentive to attribute more will not only help with measuring but also increase the effectiveness overall, for example:
    • Conference talk? Mention you're giving away the model T-shirt you're wearing.
    • Meetup? Have a sign-in desk.
    • TV-interview? Post summary our blog with call to action.

Integrated Campaigns

The Marketing department's effort is organized in Integrated Campaigns. An Integrated Campaign is a communication effort that includes several campaign tactics such as blog posts, emails, events, advertisements, content on, videos, case studies, whitepapers, surveys, social outreach, and webcasts. An Integrated Campaign will have a campaign theme that summarizes the message we are communicating to our market.

Active Campaigns

name objective start date end date
DevOps Reposition GitLab from just version control to a single application for the entire DevOps lifecycle 2018-05-18 2018-10-15
Continuous Integration Expand market awareness of GitLab's integrated CI capability 2017-12-07 2018-12-31
Ultimate Early Adopter Increase number of GitLab Ultimate customers and gather customer feedback 2018-05-23 2018-10-01
Google Partnership Reduce customer friction on using GitLab's integration with k8s 2018-04-05 2018-10-05
Free for Edu & OSS Improve GitLab's brand by affirming our commitment to education and OSS 2018-05-23 2018-09-30
Cloud Build awareness and educate the market on GitLab's cloud capabilities 2018-07-01 2019-03-31
Security Build awareness and educate the market on GitLab's security capabilities 2018-07-01 2019-03-31

We track Integrated Campaign results in Salesforce and costs associated with Integrated Campaigns in Netsuite. In Salesforce, Integrated Campaigns are tracked as parent campaigns and campaign tactics are tracked as campaigns. A campaign tactic will have a Type and Type Detail to identify the category of effort for the purpose of identifying what types of marketing investment are most efficient in terms of the ratio between customer acquisition cost (CAC) and customer lifetime value (LTV).

Different marketing teams handle different aspects of Integrated Campaigns. Which team are you looking for? Here's what each does.

Marketing Team Functional Groups

Marketing and Sales Development

Marketing & Sales Development is a confederation of marketing and sales professionals united towards a common purpose: to grow global demand for GitLab. They approach their work with deep empathy for GitLab users, customers, and prospects, and data-driven programs to deliver useful communications.

Sales and Business Development

Business Development Representatives (BDRs) focus on serving the needs of prospective customers' during the beginning of their buying process. When prospective customers have questions about GitLab, the BDRs assist them or connect them to a technical team member as needed. During the initial exploration if the prospective customer is interested in continuing their exploration of GitLab, BDRs will connect them to an Account Executive (AE) or Strategic Account Leader (SAL).

Sales Development Representatives (SDRs) contact people who work at large organizations to uncover or create early stage sales opportunities for GitLab SALs. Account researchers arm the SDR team with insights about the accounts they are prospecting into including contact discovery, understanding enterprise-wide initiatives that GitLab could assist with, and ensuring accurate data quality of accounts and contact in

Position Description Handbook

Field Marketing

Field marketers focus on understanding the specific needs of the geographic regions where GitLab operates. They manage marketing activities, such as events and sponsorships, tailored to the needs of the region the activity takes place in.

Position Description Handbook

Marketing Operations

Marketing operations focuses on enabling the GitLab marketing organization with marketing technology, process and insights. They are responsible for evaluating, deploying and administering marketing systems, documenting and improving administrative processes, and analyzing our marketing data to ensure marketers are held accountable to continuously improving their work. Marketing Operations owns the entire tech stack used by both Sales and Marketing.

Position Description Handbook

Online Marketing

Online marketing focuses on managing online advertising, improving the marketing site, website experiments, and search engine optimization (SEO). Online advertising is aimed at increasing the volume of relevant traffic to GitLab's marketing site, website experiments are focused on improving web traffic-to-form submission conversion, and SEO is aimed at ensuring our marketing site ranks for the search engine keywords our audiences care about.

Position Description Handbook

Corporate Marketing

Corporate Marketing is responsible for the stewardship of the GitLab brand and the company messaging/positioning. The team is the owner of and oversees the website strategy. Corporate Marketing creates global marketing materials and communications and supports the field marketing teams so they can execute regionally while staying true to the GitLab brand.


Content Marketing

Content marketers focus on understanding our audience of developers, IT ops practitioners, and IT leadership. They create useful content for GitLab's audiences, and ensure that the content is delivered to the right audience, at the right time, and in the right way.

Position Description Handbook

Director, Corporate Marketing

The Director, Corporate Marketing is responsbile for the GitLab brand, creative, company messaging/positioning, the Marketing website, PR, customer reference program, and corporate events.

Position Description

Marketing Programs

Marketing programs focuses on execution of the GitLab marketing organization with marketing technology, process, and insights. They are responsible for executing, deploying, tracking emails and supporting both sales and marketing in outbound mass communications.

Position Description Handbook

Corporate Events

Corporate Events oversee strategy and execution for large ”national” events.

Position Description


Design focuses on creating the visual brand for GitLab. Design supports product marketing, content marketing, lead generation, and almost every function in the marketing team to ensure consistent and clear visual brand. Design is responsible for the GitLab website, swag, event design, content design, and branding.

Position Description Handbook

Marketing Web Developer/Designer

Position Description

Community Relations

Community Relations includes community advocacy, code contributor program and evangelist program functions. The team is focused on answering the following questions:

Director, Community Relations

The Director, Community Relations develops the strategy, builds and leads the organization responsible for Community Advocacy, Code Contributor Program, and Evangelist Program. They focus on evangelism and advocacy within both the GitLab community and the developer community at large.

Developer Program Manager

Developer Program Managers create and manage engagement programs for the various communities to gather feedback, engage in dialogue, educate and evangelize. They develop tools and content to support developers onboarding and adoption of GitLab. The team also sponsors and participates in events and meet-ups, host webinars and give talks. They also capture developer feedback and facilitate 2-way interaction for information and feedback exchange between the Community and GitLab.

Position Description

Contributor Program Manager

Contributor Program Managers engage with the GitLab Community by responding to all questions about GitLab asked online. They identify and respond to conversations about GitLab warranting response, they create, optimize and document processes for Community engagement and they continually work to make it easier for the Community to engage with GitLab.

Position Description coming soon Handbook

Student Program Manager

Student Program Managers develop outreach programs to engage educational institutions to encourage and facilitate the usage of GitLab. They work to ensure tomorrow’s developers have access to GitLab within their education environments. Student Program Managers also create and implement programs for the institutions to utilize, including providing resources for students, supporting student based meet-ups and developing scholarship programs.

Position Description coming soon

Merge Request Coach

Position Description

Community Advocate

Position Description

Product Marketing


Director, Product Marketing

Position Description

Product Marketing Manager

Position Description

Technical Product Marketing Manager

Technical Prodcut Marketing is responsbile for technical content and sales tools (demos) development, technical product sales enablement, as well as technical competitive and market intelligence.

Position Description

Analyst Relations Manager

Analyst Relations manages and cultivates relationships with analyst firms. They develop and execute analyst briefing strategies to highlight product, customer and business strategy, progress and success. They regularly hold inquiry sessions with target analysts to gather insights and feedback on strategy, tactics, market dynamics, SWOT, etc. They are also responsbile for defining and executing an analyst briefing strategy to ensure the relevant analysts are kept up to date on company strategy and progress, product strategy and launches and highlighting our customers and community.

Position Description coming soon

Partner Marketing Manager

Partner Marketing is responsbile for joint GTM strategy for partnerships. They create solution/product positioning and messaging, business value messaging, and oversee content creation/adaptation, sales and channel enablement and reseller program marketing.

Position Description coming soon Handbook

Marketing Production

Meetings and structure

These are just the required meetings for team members and managers. Of course, meetings are encouraged when it expedites a project or problem solving among members, so the team and company. Don't be afraid to say "Hey, can we hangout?" if you need help with something.

Weekly 1:1 (New hire: First month - managers with all direct reports)

Meeting goal: For manager to help new team member onboard quickly.

Run time: 30 minutes

All managers should have a weekly 1:1 with their direct reports in the first month of employment, starting with the first day of employment where possible.

The first meeting should run as follows:

The agenda of the following 1:1s should be the same as the recurring Bi-weekly 1:1s with time set aside to answer any questions about onboarding.

From the second month on, all managers should have twice monthly (bi-weekly) meetings with all of his or her direct reports.

Weekly 1:1 (All Directors with CMO)

Meeting goal: For CMO to provide direction, help prioritize and receive feedback from all Directors.

Run time: 30 minutes

All directors should have weekly meetings with the CMO.

The meeting should run as follows:

Bi-weekly 1:1 (Managers with all direct reports)

Meeting goal: For manager to remove roadblocks and help prioritize so team member can be effective.

Run time: 30 minutes

All managers should have twice monthly (bi-weekly) meetings with all of his or her direct reports.

The meeting should run as follows:

Bi-weekly Marketing Team Call (All Marketing team members)

Meeting goal: Provide visibility and alignment across the Marketing team and provide forum for cross-functional discussion and Q&A.

Run time: 60 minutes

The Marketing team meets bi-weekly to review announcements, strategy developments, company updates; per functional area, review metrics, prior period accomplishments and blockers, review upcoming key activities; and have a forum for roundtable discussion and Q&A.

The meeting should run as follows:

Quarterly 1:1 (All members of Marketing Team with CMO)

Meeting goal: For CMO to help with any questions and career path discussion.

Run time: 30 minutes

All members of the marketing team who are not direct reports should meet with their executive management (CMO) once every quarter. If questions or concerns arise, please don't hesitate to reach out directly for an impromptu discussion via chat, email or phone call.

The meeting should run as follows:

Quarterly Marketing Planning Meeting (Marketing Leadership Team - CMO + Directors)

Meeting goal: Planning for the upcoming quarter

Run time: Two Half Day sessions

CMO builds agenda and assigns ownership for each section.

The meeting should run as follows:

Marketing team SLAs (Service Level Agreements)

When working remotely in a fast-paced organization, it is important for a team to agree on a few basic service level agreements on how we would like to work together. With any of these, things can come up that make it not possible to meet the SLAs, but we all agree to use best effort when possible.

Marketing Handbook Updates

Anything that is a process in marketing should be documented in the Marketing Handbook.

How to contact marketing

Requests from other teams

Social (@GitLab only, @GitLabstatus is managed by Infrastructure)

Everyone posts their own social updates, to the extent possible. If you want to request that something in one of these categories be posted, reach out to the point person below. They reserve the right to say no to your request, and copy in all of these categories may be adjusted by a marketing team member to ensure consistency in our brand voice.

Blog post editing


We are happy to sponsor events and meet-ups where a marketing benefit exists, subject to approval by Field Marketing Managers. These sponsorships may be in cash or in kind, depending on individual circumstances.

Organizational or project sponsorships may also be considered where a marketing benefit exists. Typically, these sponsorships will be in kind - e.g., developer time commitments, or subsidized / free GitLab licenses.

Cash sponsorship of projects or organizations may be considered only in exceptional cases - for example, if a project or organization that GitLab depends on is struggling to survive financially.

New Ideas for Marketing Campaigns or Events

Note: The Marketing Team owns content on marketing pages; do not change content or design of these pages without consulting the Manager, Online Growth. Marketing will request help from product/UX when we need it, and work with them to ensure the timeline is reasonable.

Chat Marketing channels

We use our chat internally as a communication tool. The Marketing channels are as follows:

Marketing email alias list