Lifecycle Marketing

Lifecycle Marketing Handbook

Lifecycle Marketing

Overview

Lifecycle Marketing is responsible for strategizing, executing, and optimizing a data-driven user lifecycle communications strategy and overall email marketing plan, including ongoing nurture email campaigns.

This role works closely across Marketing for all things email, and directly with the Product Growth, Data, and Self-service Teams to collaborate, plan, and prioritize communication to better engage GitLab users and progress them through the buyer and customer lifecycle. Our goal is to showcase GitLab’s value, empower effective product use, and drive meaningful connections through touchpoints like sales meetings, events, and webinars.

For more information on email marketing at GitLab, please visit the following pages:

Communication

In line with GitLab’s overall communication guidelines, lifecycle marketing managers work through issues first and Asana second (in order to preserve documentation). Our slack channel #lifecycle-marketing is used for team updated and quick questions.

Contacting the Team

For new requests or questions:

  • Preferred: Submit an issue using our request templates (see below)
  • Quick questions: Message us in our team Slack channel #lifecycle-marketing
  • Documentation: Always create an issue or MR to preserve important information

Response times:

  • Urgent requests: Same day response
  • Standard requests: Within 2 business days
  • Email campaigns: Minimum 5 business days lead time required

Meeting Cadence

  • Bi-weekly - Lifecycle Marketing Team sync (lifecycle marketing)
  • Weekly - Email Stakeholder call
  • Bi-weekly - Digital Strategy sync
  • Monthly - Marketing All-Hands (all marketing)

Issue Templates

We ask that teams request work using the following issue templates in the campaigns project. These templates more clearly indicate what information and details are required in order for the request to be triaged.

Note on timelines: The campaigns team is focused on campaign strategy, execution, and optimization. Team member milestones focus on work to drive MQLs and SAOs, and requests will be committed to as bandwidth permits at discretion of Lifecycle Team Manager.

Request Issue Templates

Below are the issue templates to make a lifecycle request. For processes, please see our processes handbook page.

Campaign Team Issue Templates

The following issue templates are used by the campaigns team to organize their work, with appropriate labels applied for project management.

Key Resources

Email Best Practices
An overview of GitLab's email best practices.
Emails & Nurture Programs
An overview of emails and nurture programs at GitLab.
Emails Processes
An overview of email processes at GitLab.
Last modified August 4, 2025: August 1: External Handbook Lifecycle Changes (e2e2930e)
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