Growth Stage

Vision

Our vision is to make it effortless for individuals and teams to discover, activate, and expand enduring value in GitLab by running a full-funnel growth system that connects acquisition, activation, retention and monetization into measurable, self‑served loops.

flowchart TD
    ACQ["Acquisition\nSignup"]
    ACT["Activation\nGet value from the product"]
    MON["Monetization\nPay for the product"]
    ENG["Engagement\nContinue using the product"]
    RET["Retention\nContinue paying for product"]
    INV["Invite Velocity\nInvite others to the product"]

    ACQ --> ACT
    ACT --> MON
    ACT --> ENG
    ENG --> RET
    ENG --> INV
    MON --> RET
    INV --> ACQ
    ACQ --> MON

For more details on Growth’s mission, direction, and product strategy, see the Growth product handbook.

How We Work

Working inline with our values, we focus on iteration and collaboration, working with and across areas of the product our development department counterparts maintain.

We work on the issues prioritized by our product teams including running experiments on GitLab.com. Growth stage teams have Fullstack Engineers. The reason for this is that the Growth stage has a need for both Frontend and Backend skill-sets, but as a small team, has optimized for team member efficiency to adopt the Fullstack role.

Growth Leadership & Teams

Leadership

Role	Person
Product Director	Elyse Mallinger
Engineering Director	Ekwa Duala-Ekoko
Engineering Manager	Travis Shields
Senior Staff Fullstack Engineer	Doug Stull
UX Design Manager	Emily Sybrant

Product & Design

Role	Person
Product Managers	Elyse Mallinger
Product Designers	Jesse Young , Katie Macoy

Teams & Communication

All Growth teams share one Slack channel: #s_growth.

All Team Members

Name	Role
Travis Shields	Engineering Manager, Growth
Fullstack Engineer	Fullstack Engineer, Growth:Engagement
Buck O'Leary	Senior Fullstack Engineer, Growth:Activation
David Hamp-Gonsalves	Senior Fullstack Engineer, Growth:Acquisition
Konstantin "Konsti" Greif	Fullstack Engineer, Growth:Engagement
Kiesha Herman	Fullstack Engineer, Growth:Activation
Marco Tomasi	Fullstack Engineer
Paul Gascou-Vaillancourt	Staff Fullstack Engineer, Growth:Engagement
Roy Liu	Fullstack Engineer, Growth:Activation

Shared Processes

Our teams collaborate using shared processes and tools:

• Operating Model - operating rhythm for growth
• Milestone Planning, Refinement and Estimation - continuous refinement process and estimation guidelines
• Engineering DRI for Large-Scale Initiatives - managing complex workstreams and epics
• Modular Code Guiding Principle - why and how we write modular code by default
• Technical Exploration Guidelines - guidelines for research and spike work
• Growth Experimentation Guidelines - guidelines for growth experimentations

Experimentation

Growth teams contribute to GitLab experimentation to make it easier to run experiments and make data driven product decisions on GitLab.com.

Resources

Some useful links to see how and what we are working on include:

• Growth direction
• Growth Epic Kanban board
• Growth Issue Kanban board for development
• Experimentation
• GLEX
• Experiment rollout

Team Boards

We track our current work on these boards:

• Driving First Orders epic board - Driving First Orders epics that are next up
• Feature work board - Driving First Orders feature work in the current milestone
• Priority bugs board - bugs in the current milestone
• Tech debt board - maintenance work in the current milestone
• Engineering Excellence board - Engineering Time and Engineering Excellence work in the current milestone

Team Days

On occasion we hold virtual team days or meetings to take a break and participate in fun, social activities with our Growth counterparts.

• FY23-Q2 2022
• December 2021
• April 2021
• September 2020
• May 2020

Common Links

• Growth stage
• Growth workflow board
• #s_growth in Slack (GitLab internal)
• Growth opportunities
• Growth meetings and agendas (GitLab internal)
• GitLab values

CustomersDot Trials Collaboration

For information about trials ownership and collaborating with the Fulfillment/Monetization team on trials work, see our Trials Ownership and Collaboration Framework. This framework defines the conceptual ownership model — Growth owns trial entry points; Fulfillment/Monetization owns the deeper trial codebase and all CustomersDot support — along with the decision framework and escalation paths for priority conflicts.

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