Job Description
GitLab is an open-core software company that develops the most comprehensive AI-powered DevSecOps Platform, used by more than 100,000 organizations. Our mission is to enable everyone to contribute to and co-create the software that powers our world. When everyone can contribute, consumers become contributors, significantly accelerating human progress. Our platform unites teams and organizations, breaking down barriers and redefining what’s possible in software development. Thanks to products like Duo Enterprise and Duo Agent Platform, customers get AI benefits at every stage of the SDLC.
The same principles built into our products are reflected in how our team works: we embrace AI as a core productivity multiplier, with all team members expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact. GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Our high-performance culture is driven by our values and continuous knowledge exchange, enabling our team members to reach their full potential while collaborating with industry leaders to solve complex problems. Co-create the future with us as we build technology that transforms how the world develops software.
An overview of this role
As a Senior Marketing Campaigns Manager, you’ll drive upsell revenue by leading integrated marketing campaigns that move existing GitLab users to higher product tiers. Working closely with Product Growth, Product Marketing, and Content teams, you’ll strategize and execute data-driven campaigns that align with product launches, user behavior, and business goals. You’ll bring a deep understanding of funnel strategy, messaging, and multi-channel execution to influence product adoption and customer lifetime value. This role is ideal for a growth-minded B2B SaaS marketer who excels in a product-led environment.
What You’ll Do
- Own and lead global, data-driven marketing campaign strategy to drive product adoption and upsell revenue from existing users across GitLab’s product tiers.
- Collaborate with Product Growth, Product Marketing, and Sales to align on product roadmap, launch timelines, and upsell opportunities — ensuring timely and relevant messaging in all campaigns
- Develop integrated campaign briefs including personas, segmentation, value messaging, funnel-stage content strategy, and performance KPIs
- Design, project manage and host compelling webcasts and product demos that educate users about the value of upgrading
- Collaborate with Content, Lifecycle, and Paid Media teams to create and activate campaign assets across all channels, ensuring consistent messaging and a cohesive user journey
- Analyze performance data, optimize campaigns through A/B testing and iteration, and communicate results with stakeholders through regular reporting
- Champion global scalability, working with regional and localization teams to localize messaging and content for specific markets when needed
What You’ll Bring
- 4–7+ years of experience with a proven track record in developing multi-channel campaign strategies and corresponding bill of materials at a B2B SaaS company, with a focus on driving upsell and expansion
- Experience engaging technical audiences (e.g., developers, DevOps, IT buyers) in a product-led growth (PLG) model.
- Product marketing and content marketing experience, is a plus
- Strong project management and cross-functional collaboration skills, especially across marketing, product, and sales teams
- Excellent copywriting and editing abilities, with a focus on translating product features into user-focused benefits.
- Strong campaign analytics skills, with experience in A/B testing, funnel optimization, and data-informed decision-making.
- Self-starter mindset with the ability to manage multiple projects and meet tight deadlines with minimal supervision.
- Proficient with marketing automation, webinar and CRM platforms, including Marketo, Iterable, Goldcast and Salesforce
- Bonus points: Knowledge of GitLab, DevOps tools, or open-source communities, and working with teams in different regions
About the team
GitLab’s Marketing Campaigns team is structured into two groups working in lockstep. The Global Campaigns team drives the strategy behind high-impact, integrated campaigns tied to key product and go-to-market initiatives. The Regional Campaigns team focuses on activating those campaigns within specific geographic market segments. They adapt and execute the campaigns to meet regional sales goals and drive pipeline in key markets.
Our mission is to create meaningful demand by delivering clear, compelling, and consistent messaging across every stage of the customer journey. With GitLab expanding its investment in product-led growth and customer expansion, this is an exciting opportunity to join the Global Campaigns team and help shape how we engage existing users, drive product adoption, and unlock new revenue opportunities.
How GitLab will support you
Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, studies have shown that people from underrepresented groups are less likely to apply to a job unless they meet every single qualification. If you’re excited about this role, please apply and allow our recruiters to assess your application.
The base salary range for this role’s listed level is currently for residents of listed locations only. Grade level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, and alignment with market data. See more information on our benefits and equity. Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary.
California/Colorado/Hawaii/New Jersey/New York/Washington/DC/Illinois/Minnesota pay range
$94,100 – $201,600 USD
