Customer Lifecycle Marketing Manager

About the role

GitLab has high-performing email marketing programs designed to drive prospects to MQL, but we have a big, untapped opportunity to extend lifecycle campaigns to drive revenue growth from existing customers. This marketer will start by mapping our ideal customer journeys post-acquisition: from ramp, to license and department expansion, to SKU upsell. They will work with Analytics to define campaign success metrics and create new lifecycle measurement capabilities. They will segment our customer base according to their stage in these journeys, along with other account signals like technographic, firmographic, or intent. They will then create bespoke email marketing campaigns targeted to these segments to drive revenue expansion and prevent churn. Their tight coordination with Customer Success, Product Marketing, DevRel, and Sales will ensure we deploy compelling, clear, and consistent messages to customers – regardless of the team executing.

Responsibilities

• Create and continuously optimize email marketing programs that leverage 3rd party signals (e.g. firmographic or demographic) as well as customer behavior data to drive revenue growth or prevent churn
• Partner with Customer Success to coordinate marketing and support touchpoints for maximum revenue impact
• Partner with Marketing Analytics to define customer lifecycle reporting and create dashboards to analyze tests, monitor performance against goals
• Map GitLab’s customer lifecycle stages and create strategic initiatives for each stage of the customer journey, which include onboarding, expansion, and retention
• Identify key measurable metrics (SKU upsell, license expansion, churn prevention, etc.) that these lifecycle programs can effectively influence
• Build and maintain relationships with Product Marketing, Developer Relations, and Sales
• Establish feedback loops to ensure messaging in our campaigns is accurate, differentiated, and meaningful to our target personas

Requirements

• 5+ years experience in customer email marketing, preferably at an enterprise SaaS technology company
• Cutting–edge email marketing best practices, along with strong copywriting and copy editing skills
• Expertise in Marketo for marketing automation, both in audience segmentation (smart lists) and in the use of email templates, Marketo modules, and dynamic content
• Strong internal communication and cross-functional coordination skills
• Extremely detail-oriented and organized, able to manage multiple projects to meet deadlines
• Experience driving up-sell and cross-sell programs from conception through implementation
• Experience marketing specifically to enterprise IT buyer and software developer customer personas

 

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About GitLab

GitLab Inc. is a company based on the GitLab open-source project. GitLab is a community project to which over 2,200 people worldwide have contributed. We are an active participant in this community, trying to serve its needs and lead by example. We have one vision: everyone can contribute to all digital content, and our mission is to change all creative work from read-only to read-write so that everyone can contribute.

We value results, transparency, sharing, freedom, efficiency, self-learning, frugality, collaboration, directness, kindness, diversity, inclusion and belonging, boring solutions, and quirkiness. If these values match your personality, work ethic, and personal goals, we encourage you to visit our primer to learn more. Open source is our culture, our way of life, our story, and what makes us truly unique.

Top 10 Reasons to Work for GitLab:

1. Mission: Everyone can contribute
2. Results: Fast growth, ambitious vision
3. Flexible Work Hours: Plan your day so you are there for other people & have time for personal interests
4. Transparency: Over 2,000 webpages in GitLab handbook, GitLab Unfiltered YouTube channel
5. Iteration: Empower people to be effective & have an impact, Merge Request rate, We dogfood our own product, Directly responsible individuals
6. Diversity, Inclusion & Belonging: A focus on gender parity, Team Member Resource Groups, other initiatives
7. Collaboration: Kindness, saying thanks, intentionally organize informal communication, no ego
8. Total Rewards: Competitive market rates for compensation, Equity compensation, global benefits (inclusive of office equipment)
9. Work/Life Harmony: Flexible workday, Family and Friends days
10. Remote Done Right: One of the world's largest all-remote companies, prolific inventor of remote best practices

See our culture page for more!

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