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Wil Spillane's README

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Hi there! I'm Wil, and I'm the head of social media at GitLab.

I've spent my career in and around full time social media roles in community, advertising, strategy, people management, and more. I've worked with B2B and B2C brands, from agency to brand side, with tech companies, restaurants, Fortune 500s, regulated industries, and may projects in between.

I think Darren, our head of remote, spoke about this use of our README pages on his page quite well.

This page is intended to help others understand what it might be like to work with me, especially people who haven’t worked with me before. It's also a well-intentioned effort at building some trust by being intentionally vulnerable, and to share my ideas of a good working relationship to reduce the anxiety of people who might be on my team.

How does Social Media work?

Social Media is seen as "top of funnel" marketing for a lot of social activities, so our team focuses mainly on corporate level marketing, brand awareness tactics, and helping to make GitLab a loved brand in the marketplace. The execution of these activities can vary wildly from making a simple "thank you" image to our community for growing over 10,000 meetup members to working on an integrated marketing campaign with social listening to drive content creation, a full calendar of posts, and post-campaign reporting.

Really, we operate most often as an internal agency partner to stakeholders around the company to find how organic social can fit into their work. Sometimes it's our brand channels, other times it's team members amplifying our message on their own channels.

Core to my work is also creating the space for social-first/only content to thrive. Campaigns our team produces themselves across our channels, in partnership with, but not beholden to, other teams.

What's my current role and goal?

As I lead social media at GitLab, ultimately everything I do is to better tie social media into our body of work as a company and to build a self-service culture of social media as a practice. What does that mean in real life? Sometimes it's bringing listening data to a call or a Slack chat that would otherwise not have had data to make decisions around, or it's when we're speaking in #HashtagsForCampaigns or #HashtagForEvents so that the practice becomes fluid. But most times, it shows up when our team brings our experiences and know-how for our everchanging channels to our larger marketing team, helping others to express their messages through social channels.

About me

How you can help me

My working style

What I assume about others

Communicating with me

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