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 is an open core software company that develops the most comprehensive AI-powered DevSecOps Platform, used by more than 100,000 organizations. Our mission is to enable everyone to contribute to and co-create the software that powers our world. When everyone can contribute, consumers become contributors, significantly accelerating the rate of human progress. This mission is integral to our culture, influencing how we hire, build products, and lead our industry. We make this possible at GitLab by running our operations on our product and staying aligned with our values. Learn more about Life at GitLab. Thanks to products like Duo Enterprise, and Duo Workflow, customers get the benefit of AI at every stage of the SDLC. The same principles built into our products are reflected in how our team works: we embrace AI as a core productivity multiplier. All team members are encouraged and expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact across our global organisation.

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