Lead Product Marketing Manager, GitLab
Artificial Intelligence
$139.2-196k
+ Equity Compensation & Employee Stock Purchase Plan
Senior and Expert level
Remote from Canada, US
One DevOps platform
Be an early applicant
One DevOps platform
1001+ employees
B2BSaaSDevOps
Be an early applicant
$139.2-196k
+ Equity Compensation & Employee Stock Purchase Plan
Senior and Expert level
Remote from Canada, US
1001+ employees
B2BSaaSDevOps
Company mission
To make it so that everyone can contribute. When everyone can contribute, users become contributors and we greatly increase the rate of innovation.
Role
Who you are
- Strong product marketing experience owning complex, technical B2B SaaS products from discovery through launch, with proven success in usage-based monetization, consumption pricing models, and go-to-market strategies that drive measurable revenue impact in AI or developer tools markets
- Deep understanding of AI/ML technologies, agentic workflows, LLM orchestration, and the software development lifecycle, with practical exposure to capabilities such as AI coding assistants, agentic automation, multi-agent systems, Model Context Protocol (MCP), and intelligent orchestration concepts
- Experience across multiple domains within DevSecOps, enabling you to position AI capabilities across the complete software lifecycle from planning through deployment and operations
- Proven experience positioning platform solutions with ability to articulate architectural advantages of unified platforms with complete context over fragmented toolchains with tool-specific AI agents
- Strong understanding of key personas including platform engineering leaders, DevOps directors, AI/ML leaders, and developers, and how they evaluate, purchase, and adopt AI solutions across different organizational AI maturity levels (evaluating AI, using AI coding tools, AI-first organizations)
- Experience working with large B2B enterprise customers navigating AI transformation, translating their challenges with fragmented trust, context, regulations, and budgets into clear positioning, differentiated messaging, and scalable go-to-market strategies
- Track record of successfully launching new products, usage-based pricing models, or consumption-based offerings, including defining monetization strategy, coordinating partner ecosystem activities, and measuring business impact through pipeline generation, usage metrics, and revenue growth
- Ability to synthesize qualitative feedback, product usage data, win/loss analysis, and market research into clear, actionable messaging frameworks, pricing recommendations, consumption model optimization, and revenue plays that address both technical and business buyer needs
- Strong written and verbal communication skills, with ability to explain complex AI concepts (agentic workflows, unified data models, intelligent orchestration, MCP integration) to both technical and non-technical audiences through presentations, content, and enablement materials
- Familiarity with AI coding tools landscape and ability to position GitLab's team-level orchestration across the complete software lifecycle
- Strategic thinking about market opportunities in AI for software teams, competitive positioning against both AI coding tools and DevOps platforms, and business model innovation around usage-based pricing that demonstrates clear customer value
- Proven experience being self-directed and working with minimal supervision, able to coordinate across many teams and lead cross-functional initiatives
- Data-driven approach, using data to measure results, inform decision-making, and develop strategy
- Openness to learning, with transferable skills from related areas such as MLOps, platform engineering, or developer experience, and a self-directed approach to staying current on AI industry trends, agentic AI developments, and enterprise AI adoption patterns
- 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
What the job involves
- As the Lead Product Marketing Manager, AI at GitLab, you'll shape how we bring our AI story to market across the software development lifecycle. You'll lead the narrative for GitLab Duo Agent Platform and related AI capabilities, helping customers understand how GitLab supports software teams and their AI agents in one platform. This role sits at the intersection of product, market insight, and revenue strategy, with a strong focus on positioning, messaging, launches, and monetization for AI offerings
- You'll work with significant autonomy while partnering closely with Product Management, Engineering, Sales, Customer Success, and Marketing. Your work will help define how GitLab addresses customer challenges like fragmented AI tooling, disconnected workflows, and the gap between faster coding and faster software delivery
- In your first year, you'll help refine our AI value proposition, strengthen how we speak to platform engineering and technology leaders, and turn market insight into repeatable go-to-market motions that support adoption and growth
- Some examples of our projects:
- Developing and launching go-to-market strategies for GitLab Duo Agent Platform and AI offerings
- Creating persona-based messaging for organizations moving from individual AI coding tools to team and agent collaboration across the software lifecycle
- Building thought leadership around intelligent orchestration, unified workflows, and how teams stay in flow with AI agents
- Supporting launches for new AI capabilities, agentic workflows, and related monetization approaches
- Collaborate on an end-to-end GTM strategy and execution for GitLab Duo Agent Platform and AI capabilities, emphasizing how intelligent orchestration enables software teams and their AI agents to stay in flow across the complete software lifecycle—addressing the "AI Paradox" where faster coding doesn't translate to faster delivery when the rest of the lifecycle remains fragmented
- Lead positioning and narrative for GitLab's AI capabilities, articulating how we bring software teams and their AI agents together, eliminate gaps between traditionally-manual software lifecycle stages, and unify DevOps, Security, and AI workflows into a single orchestrated system where teams orchestrate from above while agents execute within
- Develop and execute go-to-market strategies for usage-based AI monetization and consumption-based offerings that demonstrate clear customer value
- Partner with Product Management, Sales, Customer Success, and Engineering to understand how customers are navigating AI modernization journeys, validate market problems around toolchain fragmentation and tool-specific AI agents, and translate them into clear messaging, revenue plays, pricing strategies, and launch priorities
- Build and continuously refine compelling positioning and messaging for AI capabilities, including persona-specific content for platform engineering leaders, DevOps directors, technology executives, and developer teams
- Define and execute comprehensive go-to-market plans for new AI capabilities, agents, workflows, and usage-based offerings, ensuring launches are timely, impactful, and tightly aligned with sales, field marketing, partner ecosystem, and digital marketing motions while delivering measurable pipeline and revenue impact
- Serve as the subject matter expert for AI and intelligent orchestration within Product Marketing, synthesizing analyst feedback, market trends, competitive insights, and customer proof points into differentiated narratives that position GitLab's architectural advantages over AI coding tools and fragmented toolchain approaches
- Create and maintain high-impact sales enablement materials such as pitches, playbooks, FAQs, objection-handling guides, use case libraries, and pricing and packaging comparison guides that help scale AI-focused sales motions and accelerate deal velocity
- Build emerging external thought leadership in AI for software teams through speaking engagements, content programs, analyst briefings, and other opportunities that highlight our position as the intelligent orchestration platform where teams stay in flow with their AI agents
- Partner with Product Marketing Managers on AI positioning, usage-based monetization, and go-to-market strategies within your area of expertise
- Lead complex, cross-functional initiatives involving sales, product, growth, and marketing teams to drive AI adoption and revenue
- The Core Platform Product Marketing team leads how we position and grow GitLab's intelligent orchestration capabilities and Duo Agent Platform. You'll join a highly collaborative group of experienced product marketers who share context, support each other's launches, and turn customer and market insights into clearer storytelling around the AI modernization journey
- As a Lead Product Marketing Manager, AI, you'll operate as a senior contributor within this team, partnering with other Product Marketing Managers, driving monetization strategy for usage-based AI offerings, and helping to shape how we bring agentic workflows and team-agent collaboration to market
- You'll work with peers who focus on different parts of the platform (DevOps, Security) to share best practices, coordinate priorities around the three modernization journeys (DevOps, Security, AI), and learn from each other's launches
- As a team, we're focused on improving how we support sales and customer-facing teams, measure the impact of AI investments, demonstrate ROI through usage metrics and cost savings, and continuously refine how we collaborate to position GitLab as the intelligent orchestration platform where teams stay in flow with their AI agents and ship software faster
Our take
GitLab is an open-source collaboration platform for developers. It enables teams to build code quickly from anywhere without compromising on security or quality. GitLab already has an estimated 30M+ users from all over the world.
According to a 2021 GitLab report, 60% of developers can release code 2x faster with DevOps platforms that bring teams together and accelerate processes. It stands out by catering to programmers of all experiences. Gitlab's version control system helps streamline the process of creating, maintaining, and deploying code, whoever you are.
GitLab was in the right place to capitalise on the recent trend toward rapid digital transformation and remote working. This trend is expected to grow, and with it, GitLab's popularity. With its successful 2021 IPO and the patronage of major brands such as Nasdaq and Jaguar Land Rover, GitLab is expected to solidify its position as the go-to platform for development teams.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
Top investors
15% employee growth in 12 months
Company
Funding (last 2 of 8 rounds)
Sep 2019
$268m
SERIES E
Dec 2018
$20m
SERIES D
Total funding: $434.7m
Company benefits
- We offer benefits to manage your health, wealth, and well-being regardless of location
- Flexibility in schedule to be there for life’s important moments
- Equity compensation & Employee Stock Purchase Plan offered
- Generous Paid Time Off
Company HQ
Financial District, San Francisco, CA
Leadership
Sid Sijbrandij
(CEO)Studied Physics at the University of Twente. Interned at P&G and IBM. Was Lead Architect at the Netherlands' Ministry of Justice from 2009 to 2012. Founded app store Comcoaster in 2008, and then co-founded GitLab in 2012.
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