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Digital Marketing Manager

Overview

The Digital Marketing Manager works under the Demand Generation team and is responsible for developing and managing the digital demand strategy and plans to support GitLab marketing campaigns across paid search, paid social, programmatic display, and sponsored publisher channels. This role will drive digital campaign execution across integrated marketing teams, and will develop and manage demand execution to drive inquiries and meet pipeline goals from both inbound and outbound campaigns. The ideal candidate is a proven marketing technologist and strategist who possesses a start-up mentality, can quickly uncover new opportunities to optimize and build, takes ownership of key tools, aligns and organizes with cross-functional teams toward one mission. They will have a genuine curiosity for testing new and innovative approaches to generate demand, and will take a data-driven approach to planning and optimizing digital demand across both inbound and outbound channels.

Responsibilities

  • Have a firm understanding of historical campaign performance by segment, audience, product, channel, content and region to drive data-driven strategic campaign recommendations
  • Leverage segmentation and buying group data to define target audiences and channels of reach for demand programs, and deliver insights to drive campaign optimization
  • Develop quarterly forecasts to ensure inquiries, MQLs and pipeline deliver on goals across all channels and align to demand and sales targets
  • Be an expert on our customer lifecycle, and ways in which customer needs are evolving/how our product meets them.
  • Work with product team to implement marketing strategies that span into trial/product experience, and impact both customer conversion and future retention/upsell
  • Drive innovation and experimentation on the marketing site & trial experience to improve demand creation & conversion.
  • Oversee our paid demand generation programs with our Ad Agency to maximize return on marketing spend.
  • Analyze and report data across multiple channels to monitor marketing site growth
  • Research marketing trends to continually innovate and test new lead generation approaches
  • Effectively communicate campaign strategy, plans and performance across key stakeholders and executives

Levels

Digital Marketing Manager

Job Grade 

The Digital Marketing Manager is a grade 6.

Responsibilities
  • Assist in building and improving paid demand generation campaigns across paid search, paid social, programmatic display, and/or sponsored publisher channels.
  • Help manage paid demand generation strategy to assist in building sales pipeline by driving high quality leads to our Sales team
  • Leverage the customer’s buyer’s journey to architect innovative multi-channel engagement programs that will lead customer prospects through the sales funnel (inquiry through closed-won).
  • Manage budgets and project plans to ensure campaigns launch on due date and meet their objectives
  • Partner with Campaigns team to develop creative, content, and web experiences that follow media best practices that will engage customers throughout their journey
  • Provide campaign support to other parts of the organization (field marketing, corporate, account-based marketing, etc).
  • Work closely with our Ad Agency to ensure the execution of our demand generation campaigns
  • Partner with Analytics team to establish measurement framework for digital media campaigns that map to the program goals
  • Monitor market trends and competitors to determine marketing opportunities and recommend and take actions to improve visibility of site.
Requirements
  • 3+ years in Digital Marketing or Demand Generation role
  • 3+ years technical/industry experience focused on SEO, SEM, paid social, programmatic display, and/or web conversion rate optimization to improve lead generation, sales pipeline, and revenue.
  • 2+ years experience with web analytics such as Google Analytics (or related tool)
  • 1-3 years of enterprise software marketing experience
  • Advanced analytics and reporting experience including advanced knowledge of Excel, Tableau, SQL, and/or similar.
  • Experience in using Salesforce, Marketo (or other marketing automation software) a plus

Senior Digital Marketing Manager

Job Grade 

The Senior Digital Marketing Manager is a grade 7.

Responsibilities
  • Define our overall paid demand generation strategy across paid search, paid social, programmatic display, and/or sponsored publisher channels
  • Plan quarterly media budgets across various segments and regions in order to help Sales meet their pipeline goals
  • Leverage the customer’s buyer’s journey to architect innovative multi-channel engagement programs that will lead customer prospects from inquiry > MQL > SAO > closed won
  • Lead efforts and strategy with our Ad Agency proactively test and improve demand generation campaigns
  • Improve closed-loop reporting and analysis capabilities for all paid demand generation efforts
  • Drive innovation and experimentation in our demand generation programs to improve our demand creation & conversion
  • Work with marketing and sales ops to evaluate and implement adtech and martech
  • Partner with Analytics team to establish measurement framework for digital media campaigns that map to the program goals
  • Work with inbound marketing teams to build conversion rate optimization strategies around onsite content and strucutre
  • Monitor market trends and competitors to determine marketing opportunities and recommend and take actions to improve visibility of site.
Requirements
  • 5+ years in Digital Marketing or Demand Generation role
  • 5+ years technical/industry experience focused on SEO, SEM, paid social, programmatic display, and/or web conversion rate optimization to improve lead generation, sales pipeline, and revenue.
  • 5+ years experience with web analytics such as Google Analytics (or related tool)
  • 1-3 years of enterprise software marketing experience
  • 1-3 years experience in using Salesforce, Marketo (or other marketing automation software) required
  • Advanced analytics and reporting experience including advanced knowledge of Excel, Tableau, SQL, and/or similar.=

Manager, Digital Marketing Programs

The Manager of Digital Marketing Programs for GitLab should have a background and hands-on experience in all areas of marketing: SEO, SEM, Paid and Organic Social, ABM, Paid sponsorships, and Conversion Rate Optimization. They will have experience managing marketing teams and working with marketing agencies. They should also be able to maintain a budget, use analytics tools, CRM, MAT, and other marketing tools, and have a data-driven approach to marketing. Experience in content marketing and website maintenance are also helpful in this role.

Job Grade 

The Manager, Digital Marketing is a grade 8.

Responsibilities
  • Administer the Digital Marketing media budget and ensure marketing costs are tracked correctly.
  • Manage, build, and lead a strong team by coaching and developing existing members and closing talent gaps where needed through acquisition of new team members.
  • Build and implement Digital Marketing strategy—understand key partnerships within organization to drive full-funnel customer acquisition, retention, and upsell.
  • Define, manage, and implement our overall digital strategy together with marketing team and digital marketing agency.
  • Create strategies for conversion rate optimization (CRO) projects
  • Lead effort to create standardized marketing reporting and dashboards, presenting performance to the marketing department as well as stakeholders throughout the company
  • Oversee our paid search, paid social, programmatic display, and sponsored publisher programs, maximizing for return on marketing spend
  • Leadership at GitLab
Requirements
  • 10+ years in a Digital Marketing role
  • 5+ years of enterprise software marketing experience.
  • Experience managing a marketing team.
  • In-depth industry experience and knowledge in at least one digital marketing or marketing programs specialty.
  • Strong technical marketing and advanced digital analytics skills

Hiring Process

Candidates for this position can expect the hiring process to follow the order below. Please keep in mind that candidates can be declined from the position at any stage of the process. To learn more about someone who may be conducting the interview, find their job title on our team page.

  • Qualified candidates will be invited to schedule a screening call with our Global Recruiters.
  • Selected candidates will be invited to schedule an interview with the Senior Director, Revenue Marketing.
  • Candidates will then be invited to schedule two separate interviews with members of the Digital Marketing Programs team.
  • Finally, candidates may be asked to interview with our CMO
  • Successful candidates will subsequently be made an offer via video or phone call

Compensation Calculator

To find out more about the compensation for this role, please apply to a role first. Once selected for a screening call, you'll be able to sign up here to view our compensation calculator. Be sure to use the same email address for both.

About GitLab

GitLab Inc. is a company based on the GitLab open-source project. GitLab is a community project to which over 2,200 people worldwide have contributed. We are an active participant in this community, trying to serve its needs and lead by example. We have one vision: everyone can contribute to all digital content, and our mission is to change all creative work from read-only to read-write so that everyone can contribute.

We value results, transparency, sharing, freedom, efficiency, self-learning, frugality, collaboration, directness, kindness, diversity, inclusion and belonging, boring solutions, and quirkiness. If these values match your personality, work ethic, and personal goals, we encourage you to visit our primer to learn more. Open source is our culture, our way of life, our story, and what makes us truly unique.

Top 10 Reasons to Work for GitLab:

  1. Mission: Everyone can contribute
  2. Results: Fast growth, ambitious vision
  3. Flexible Work Hours: Plan your day so you are there for other people & have time for personal interests
  4. Transparency: Over 2,000 webpages in GitLab handbook, GitLab Unfiltered YouTube channel
  5. Iteration: Empower people to be effective & have an impact, Merge Request rate, We dogfood our own product, Directly responsible individuals
  6. Diversity, Inclusion & Belonging: A focus on gender parity, Team Member Resource Groups, other initiatives
  7. Collaboration: Kindness, saying thanks, intentionally organize informal communication, no ego
  8. Total Rewards: Competitive market rates for compensation, Equity compensation, global benefits (inclusive of office equipment)
  9. Work/Life Harmony: Flexible workday, Friends and Family days
  10. Remote Done Right: One of the world's largest all-remote companies, prolific inventor of remote best practices

See our culture page for more!

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