Product Marketing Management

Senior Manager, Product Marketing

The Senior Manager, Product Marketing reports to the Director of Product Marketing.

Senior Manager, Product Marketing Job Grade 

The Senior Manager, Product Marketing is a grade 9.

Senior Manager, Product Marketing Responsibilities

• Recruit, coach and manage product marketing managers that live our values
• Set organization direction, staff for scale and develop the skills and career paths of all team members
• Ensure all our product marketing managers are very effective.
• Promote and identify underperformance proactively.
• Own the quality, effectiveness and performance of the product marketing team results.
• Measure and improve the happiness and productivity of the team.
• Partner and work closely with Technical Product Marketing, Product Management, Sales, Engineering, Customer Success, and other Marketing functions.
• Make sure the success metrics such as quarterly OKRs are identified, met, and communicated across key stakeholders.

Senior Manager, Product Marketing Requirements

• 8-10 years of product marketing experience.
• Experience with DevOps and/or developer tooling
• Team player with strong intra-personal skills, skilled at project management and cross-functional collaboration.
• 5+ years experience in hiring, scaling, managing and leading a team.
• Understand the difference between managing and leading a team.
• Experience managing external vendors and agencies.
• Enterprise software company experience.
• Passionate about open source and developer tools.
• Strong communication skills.
• You share our values, and work in accordance with those values.
• Ability to use GitLab

Director, Product Marketing

The Director, Product Marketing reports to the Senior Director, Product & Solutions Marketing

Director, Product Marketing Job Grade

The Director, Product Marketing is a grade 10

Director, Product Marketing Responsibilities

• Define GitLab’s product marketing strategy and roadmap, in collaboration with partners across R&D and GTM
• Create and solidify the platform value message and proposition - mapping across the platform stages and highlighting category benefits
• Refine our understanding of buyer/decision-maker personas and journeys to streamline both digital/self-serve and sales-driven/assisted experiences
• Amplify product content development, mapped to buyer journey and sales funnel based on a multi-persona approach
• Partner with Sales to deliver enablement content, including sales plays, and objection handling based on our GTM strategy
• Create a holistic competitive playbook to address multiple competitive vectors and opportunities across the market landscape
• Influence Analyst Relations through cohesive messaging and value articulation
• Implement a systematic program and strategy to launch new products, pricing and packaging changes
• Translate customer insights to influence GitLab’s product strategy and roadmap so that we continue our category-defining trajectory
• Collaborate with and connect stakeholders across R&D and GTM to ensure cross functional alignment on key objectives and results
• Manage a team by coaching existing members and closing talent gaps where needed through acquisition of new team members

Director, Product Marketing Requirements

• 10+ years of experience including 3+ years of managing senior product marketers at a high-growth B2B SaaS company
• Direct experience in enterprise software industry
• Strong understanding and firm grasp of the DevTools market landscape
• Articulate, clear, and concise communication (verbal and written)
• Balance of strategic vision and tactical team-based execution
• Excellent planning, organizational and initiative management skills
• B.S. or equivalent experience; MBA a plus
• You share our values, and work in accordance with those values
• Ability to use GitLab

Senior Director, Product & Solutions Marketing

The Senior Director, Product & Solutions Marketing reports to the Vice President, Portfolio Marketing

Senior Director, Product & Solutions Marketing Job Grade

The Senior Director, Product & Solutions Marketing is a grade 11

Senior Director, Product & Solutions Marketing Responsibilities

• Define, evolve and evangelize the DevOps platform category positioning on behalf of GitLab
• Create and solidify the platform value message and proposition - mapping across the platform stages and highlighting category benefits
• Drive our expertise at influencing the buyer/decision-maker personas and journeys to streamline both digital/self-serve and sales-driven/assisted experiences
• Elevate our category perspectives through thoughtful content mapped to market needs, organizational priorities and key persona triggers
• Partner with Sales to shape our global enablement strategy, including sales plays, and objection handling based on our GTM strategy
• Develop and implement cross-functional strategies based on deep competitive insight to help us play forward in a competitive environment
• Build a solution marketing capability to help our GTM scale across multi-capability solution playbooks
• Influence the influencers (from key thought leaders to industry analysts) by evangelizing our category positioning and market message
• Architect a scalable strategy to launch new products, pricing and packaging changes that drive GTM growth
• Proactively influence GitLab’s platform strategy and roadmap based on competitive insights and market forces
• Build and scale new marketing capabilities in industry/vertical/sector marketing as well as geo/regional marketing
• Collaborate with and connect stakeholders across R&D and GTM to ensure cross functional alignment on key objectives and results
• Lead and grow a team by coaching existing members and closing talent gaps where needed through acquisition of new team members

Senior Director, Product & Solutions Marketing Requirements

• 15+ years of experience including 5+ years of managing high-growth teams
• Direct experience in enterprise software industry
• Strong understanding and firm grasp of the DevTools market landscape
• Demonstrated progress across product and solutions marketing in high-growth environments
• Articulate, clear, and concise communication (verbal and written)
• Balance of strategic vision and tactical team-based execution
• Adept at creating and managing multiple global programs
• Excellent planning, organizational and initiative management skills
• B.S. or equivalent experience; MBA a plus
• You share our values, and work in accordance with those values
• Ability to use GitLab

Manager, Partner and Channel Marketing

This Manager, Partner and Channel Marketing reports to the Director of Product Marketing.

Manager, Partner and Channel Marketing Job Grade 

The Manager, Partner and Channel Marketing is a grade 9.

Manager, Partner and Channel Marketing Responsibilities

• Recruit, coach and manage product marketing managers that live our values.
• Set organization direction, staff for scale and develop the skills and career paths of all team members.
• Ensure all our product marketing managers are very effective.
• Promote and identify underperformance proactively.
• Own the quality, effectiveness and performance of the product marketing team results.
• Measure and improve the happiness and productivity of the team.
• Partner and work closely with Technical Product Marketing, Product Management, Sales, Engineering, Customer Success, and other Marketing functions.
• Make sure the success metrics such as quarterly OKRs are identified, met, and communicated across key stakeholders.

Manager, Partner and Channel Marketing Requirements

• 8-10 years of product marketing experience.
• 1-2 years of partner, channel, reseller or alliance marketing.
• Experience with DevOps and/or developer tooling.
• Team player with strong intra-personal skills, skilled at project management and cross-functional collaboration.
• 5+ years experience in hiring, scaling, managing and leading a team.
• Understand the difference between managing and leading a team.
• Experience managing external vendors and agencies.
• Enterprise software company experience.
• Passionate about open source and developer tools.
• Strong communication skills.
• You share our values, and work in accordance with those values.
• Ability to use GitLab

Director, Global Partner Marketing

The Director, Global Partner Marketing reports to

Director, Global Partner Marketing Job Grade 

The Director, Global Partner Marketing is a grade 10.

Director, Global Partner Marketing Responsibilities

• Develop worldwide partner marketing strategy, develop GTM partner marketing plans, metrics and KPIs in alignment with FY22 planning and GTM goals for Partner Initiated Opportunities (PIOs) that are both incremental to our business or represent growth opportunities with existing customers.
• Work with Technology and Ecosystem alliance partners to identify, develop and execute joint Go To Market (GTM) campaigns. Identify and integrate Channel partners into these campaigns as appropriate.
• Lead a team of partner marketers focused on developing scalable, global campaigns aligned to our approved major GTM motions, developed and executed jointly with partners and our demand generation, field marketing, corporate marketing teams to drive demand resulting in PIOs.
• Develop unique marketing campaigns and messaging to attract and recruit high value partners to become Gitlab channel partners.
• Develop Technology, Ecosystem and Channel Partner marketing engagement strategy to build share of voice and sales preference for GitLab with partner sales, sales engineers, marketing and C-level.
• Implement channel partner marketing enablement initiatives, inclusive of programs, tactics, communication vehicles, and enablement tools that will help Channel Partners drive increased market adoption and channel revenue goals.
• Manage our Market Development Fund (MDF) program including strategy, rules, requests and reimbursement processes.
• Assist our Channel Sales Managers in the development of actionable and measurable marketing programs for designated Select and Open channel partners.
• Work with our Demand Generation Campaigns team for content and campaigns that we can enable partners with that support a Top of Funnel (TOFU) land and post sale expand strategy to broaden the GitLab footprint within each of their accounts.
• Strategize and work with field marketing on regional partner joint GTM market execution to help progress current marketing qualified leads to an opportunity.
• Working with our Marketing and Channel Sales Ops teams develop ROI performance dashboards for partner marketing initiatives and utilize findings to improve future initiatives.
• Develop and execute monthly partner marketing webcast enablement sessions to provide a steady flow of content and demand generation tactics that partners can leverage.
• Develop and manage the rollout of partner marketing systems used to facilitate partners ability to market, and generate trials of GitLab software. Work with FP&A to ensure MDF allocations/marketing spend are appropriately allocated for.
• Measurement:
  • Develop joint Technology, Ecosystem and Channel Partner campaigns and programs that support partner demand generation efforts and that are aligned to GitLab’s fiscal year approved GTM motions. Monitor and measure activity effectiveness through the generation of Inquiries, MQLs, SAOs, Closed Wons developed jointly with Technology and Ecosystem partners, and Channel Qualified Leads and Partner Initiated Opportunities.
  • Provide a strong leadership voice and input on Technology, Ecosystem and Channel Partner GTM effectiveness and relative performance in management review meetings.
  • Ensure above satisfactory ratings of GitLab Partner Marketing effectiveness in partner surveys.
  • Meet or exceed quarterly PIO goals (new and growth). Monitor, measure and track lead lifecycle, close rates, lead effectiveness from co and joint marketing campaign efforts with Technology, Ecosystem and Channel Partners.

Director, Global Partner Marketing Requirements

• Minimum of 10+ years of experience in partner marketing with increasing levels of responsibility.
• Specific experience with Technology, Ecosystem and Channel partners that participate in the DevOps market.
• Proven track record in the partner community building successful programs and campaigns to support technology alliances sales, channel sales and channel partners.
• Understanding of Software Development and DevOps; familiarity with Git, Continuous Integration, Containers, and Kubernetes a plus.
• Outstanding communications skills to work across a remote, matrixed environment.
• Able to coordinate across many teams and iterate and deliver in a fast-moving startup environment.
• Proven experience being self-directed and working with minimal supervision.
• Data-driven, use data to measure results and inform decision making and strategy development.
• Experience with Software-as-a-Service offerings and open core software a plus.
• You share our values and work according to those values.
• Ability to use GitLab.
• Ability to use Slack.
• Ability to use Google Docs.

Career Ladder

The next step for managers of people is to move to the Director of Product Marketing job family.

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 one of our Global Recruiters.
• Next, candidates may be invited to interview with the Hiring Manager
• Next, candidates may be invited to interview with 2-4 Team Members
• Finally, candidates may be invited to interview with someone from leadership

Additional details about our process can be found on our hiring page.

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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, Family and Friends 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!