Senior Director of Digital Marketing, GitLab
$184.8-314k
+ Equity Compensation + Employee Stock Purchase Plan. Salary is benchmarked based on US rates and may vary depending on the location
DevOps
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
$184.8-314k
+ Equity Compensation + Employee Stock Purchase Plan. Salary is benchmarked based on US rates and may vary depending on the location
DevOps
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
- Deep experience building and scaling digital marketing strategies and programs in enterprise technology or SaaS, ideally in the DevSecOps space and across multiple markets
- Proven ability to manage significant paid media budgets (ideally $5M+) with a track record of optimizing CAC/LTV through incrementality testing, geo-holdouts, and channel reallocation based on performance data rather than intuition
- Ability to navigate and influence complex organizations, balancing the needs of sales, marketing, product, and executive stakeholders while adapting to a rapidly changing environment
- Deep understanding of jobs-to-be-done methodology and ability to organize programs around customer problems rather than product features, with experience translating technical buyer needs into compelling digital experiences and offers
- Experience marketing to technical audiences (developers, DevOps engineers, security practitioners, platform engineers) with an understanding of how technical buyers evaluate tools and the importance of third-party validation over vendor claims
- Proven leadership skills suitable for a senior director-level role, with experience managing, mentoring, and developing high-performing teams across account-based marketing, campaign marketing, and paid media
- Strong understanding of how integrated digital campaigns, account-based marketing motions, and paid programs influence the buyer journey, pipeline creation, acceleration, and revenue outcomes
- Effective communication and interpersonal skills to build trusted relationships with senior internal leaders and cross-functional partners, including comfort engaging at the executive level on strategy, performance, and tradeoffs
- Capacity to work autonomously and asynchronously in a fully remote environment while staying aligned to shared goals, processes, and priorities across the broader GitLab team
- Familiarity with measuring the commercial impact of digital marketing, including pipeline influence, opportunity progression, and other performance metrics tied to regional and global objectives
- Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. If you're excited about this role, please apply and allow our recruiters to assess your application
What the job involves
- As the Senior Director, Digital Marketing, you will play a critical role in GitLab's growth trajectory as we evolve from a DevSecOps platform to an intelligent orchestration platform for software teams and AI agents
- You'll translate this positioning shift into digital programs that drive measurable pipeline growth while building the team's capacity to scale with clarity and speed
- Reporting to the VP of Growth Marketing as a key member of the leadership team, you will own the digital growth engine across account-based marketing, integrated campaigns, and paid media
- You'll have direct accountability for pipeline generation, stage velocity improvements, and expansion revenue—working in close partnership with Sales to ensure joint ownership of outcomes, not just lead handoffs
- This role requires balancing strategic thinking with hands-on execution: you'll shape how GitLab competes in market, optimize significant paid media budgets through disciplined experimentation, and establish measurement frameworks that connect digital investments to business outcomes like pipeline by ICP segment, CAC/LTV economics, and attach rates for our AI capabilities
- In your first year, you will scale high-impact programs that showcase the value of GitLab Duo and our platform to key buying groups (VP Engineering, CISO, Platform Engineering leaders), while establishing experimentation rigor and Sales partnership models that can scale across regions
- This is a unique opportunity to serve as a strategic partner and second-in-command within the Growth Marketing organization
- Building and scaling targeted account-based marketing programs in close partnership with sales to influence pipeline and revenue in priority segments
- Designing and executing integrated global campaigns that combine content, paid media, email, and digital experiences to drive full-funnel impact across key industries and use cases
- Own and help elevate to the next stage the digital growth engine that delivers marketing-generated pipeline across ABM, integrated campaigns, and paid media, with clear accountability for pipeline quality, stage velocity, and expansion revenue, not just top-of-funnel volume
- Establish and optimize measurement frameworks that move beyond vanity metrics to business outcomes: pipeline by ICP segment, stage velocity improvements, CAC/LTV economics, attach rates for Duo and Ultimate, and incrementality of channel investments through lift tests and MMM
- Build deep, trusted partnerships with Sales leadership and field teams, establishing joint accountability for target account engagement, pipeline generation, and deal acceleration. This includes weekly pipeline reviews, shared success metrics (MQAs, stage conversion, win rates), and co-developed account strategies for top-tier opportunities
- Drive a culture of disciplined experimentation across all digital programs, treating tests as products with clear hypotheses, success criteria, and learning documentation. Establish experimentation governance, baseline models for incrementality measurement, and rapid iteration cycles to optimize channel mix and budget allocation
- Define, track, and optimize key performance indicators (KPIs) across digital channels, including account engagement, pipeline contribution, conversion rates, and return on ad spend, using data to guide investment decisions
- Oversee and mentor the ABM and campaign marketing teams, providing clear strategic direction while empowering team members to experiment, iterate, and deliver high-impact programs
- Own the digital campaign lifecycle, from strategy and planning through execution, optimization, and reporting, ensuring programs are scalable, measurable, and tied to clear business outcomes
- Drive the use of insights from market trends, customer behavior, and sales feedback to inform digital messaging, content strategy, and channel mix, ensuring campaigns resonate with key personas in the DevSecOps space
- Collaborate with the broader marketing organization to integrate digital tactics into global launches, field programs, and partner initiatives, ensuring consistent narratives and cohesive customer experiences across touchpoints
- Foster a culture of continuous improvement and innovation across all digital efforts, testing new platforms, formats, and approaches while standardizing best practices and documentation for long-term scalability
- The Digital Marketing team at GitLab is responsible for building and executing data-informed marketing strategies that create demand, accelerate pipeline, and grow revenue for our intelligent DevSecOps platform
- This team plans and runs integrated digital programs across account-based marketing, campaigns, paid social, and paid media to reach and engage priority audiences throughout the buyer journey
- Composed of experienced strategists and practitioners in ABM, demand generation, and digital channels distributed across multiple regions, the team operates to support global go-to-market priorities
- They focus on designing high-impact programs for target accounts, partnering closely with sales and cross-functional stakeholders, and continuously optimizing digital investments based on performance and insights
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: $435.3m
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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