Digital Marketing Manager

Overview

The Digital Marketing Manager works under the Demand Generation team and is responsible for developing and managing the digital demand strategy and plans to support GitLab marketing campaigns across paid search, paid social, programmatic display, and sponsored publisher channels. This role will drive digital campaign execution across integrated marketing teams, and will develop and manage demand execution to drive inquiries and meet pipeline goals from both inbound and outbound campaigns. The ideal candidate is a proven marketing technologist and strategist who possesses a start-up mentality, can quickly uncover new opportunities to optimize and build, takes ownership of key tools, aligns and organizes with cross-functional teams toward one mission. They will have a genuine curiosity for testing new and innovative approaches to generate demand, and will take a data-driven approach to planning and optimizing digital demand across both inbound and outbound channels.

Responsibilities

Have a firm understanding of historical campaign performance by segment, audience, product, channel, content and region to drive data-driven strategic campaign recommendations
Leverage segmentation and buying group data to define target audiences and channels of reach for demand programs, and deliver insights to drive campaign optimization
Develop quarterly forecasts to ensure inquiries, MQLs and pipeline deliver on goals across all channels and align to demand and sales targets
Be an expert on our customer lifecycle, and ways in which customer needs are evolving/how our product meets them.
Work with product team to implement marketing strategies that span into trial/product experience, and impact both customer conversion and future retention/upsell
Drive innovation and experimentation on the marketing site & trial experience to improve demand creation & conversion.
Oversee our paid demand generation programs with our Ad Agency to maximize return on marketing spend.
Analyze and report data across multiple channels to monitor marketing site growth
Research marketing trends to continually innovate and test new lead generation approaches
Effectively communicate campaign strategy, plans and performance across key stakeholders and executives

Levels

Digital Marketing Manager

Job Grade

The Digital Marketing Manager is a grade 6.

Responsibilities

Assist in building and improving paid demand generation campaigns across paid search, paid social, programmatic display, and/or sponsored publisher channels.
Help manage paid demand generation strategy to assist in building sales pipeline by driving high quality leads to our Sales team
Leverage the customer’s buyer’s journey to architect innovative multi-channel engagement programs that will lead customer prospects through the sales funnel (inquiry through closed-won).
Manage budgets and project plans to ensure campaigns launch on due date and meet their objectives
Partner with Campaigns team to develop creative, content, and web experiences that follow media best practices that will engage customers throughout their journey
Provide campaign support to other parts of the organization (field marketing, corporate, account-based marketing, etc).
Work closely with our Ad Agency to ensure the execution of our demand generation campaigns
Partner with Analytics team to establish measurement framework for digital media campaigns that map to the program goals
Monitor market trends and competitors to determine marketing opportunities and recommend and take actions to improve visibility of site.

Requirements

3+ years in Digital Marketing or Demand Generation role
3+ years technical/industry experience focused on SEO, SEM, paid social, programmatic display, and/or web conversion rate optimization to improve lead generation, sales pipeline, and revenue.
2+ years experience with web analytics such as Google Analytics (or related tool)
1-3 years of enterprise software marketing experience
Advanced analytics and reporting experience including advanced knowledge of Excel, Tableau, SQL, and/or similar.
Experience in using Salesforce, Marketo (or other marketing automation software) a plus

Senior Digital Marketing Manager

Job Grade

The Senior Digital Marketing Manager is a grade 7.

Responsibilities

Define our overall paid demand generation strategy across paid search, paid social, programmatic display, and/or sponsored publisher channels
Plan quarterly media budgets across various segments and regions in order to help Sales meet their pipeline goals
Leverage the customer’s buyer’s journey to architect innovative multi-channel engagement programs that will lead customer prospects from inquiry > MQL > SAO > closed won
Lead efforts and strategy with our Ad Agency proactively test and improve demand generation campaigns
Improve closed-loop reporting and analysis capabilities for all paid demand generation efforts
Drive innovation and experimentation in our demand generation programs to improve our demand creation & conversion
Work with marketing and sales ops to evaluate and implement adtech and martech
Partner with Analytics team to establish measurement framework for digital media campaigns that map to the program goals
Work with inbound marketing teams to build conversion rate optimization strategies around onsite content and strucutre
Monitor market trends and competitors to determine marketing opportunities and recommend and take actions to improve visibility of site.

Requirements

5+ years in Digital Marketing or Demand Generation role
5+ years technical/industry experience focused on SEO, SEM, paid social, programmatic display, and/or web conversion rate optimization to improve lead generation, sales pipeline, and revenue.
5+ years experience with web analytics such as Google Analytics (or related tool)
1-3 years of enterprise software marketing experience
1-3 years experience in using Salesforce, Marketo (or other marketing automation software) required
Advanced analytics and reporting experience including advanced knowledge of Excel, Tableau, SQL, and/or similar.=

Staff, Digital Marketing Programs

Job Grade

The Staff Digital Marketing Manager is a grade 8.

Responsibilities

Define strategic direction and independently lead the execution of the Digital Marketing media budget and oversee our paid search, paid social, programmatic display, and sponsored publisher programs (end-to-end, including finance processes, tracking, and performance reporting)
Maximize channel and tactic performance and ensure an efficient return-on-ad-spend (RoAS)
Build and implement a broader digital growth strategy—understand key partnerships within the organization to drive full-funnel customer acquisition, retention, and upsell.
Provide technical and functional knowledge representing Digital Marketing and paid media as the subject-matter expert with stakeholders across organizations. Act as the go-to person and thought partner for the Digital Strategy Director on all aspects of digital media
Work across marketing teams on alignment for digital tactics, navigating sometimes conflicting priorities to deliver the best business outcomes
Create and lead execution of cross-team projects (e.g. conversion rate optimization efforts).
Mentor more junior teammates on digital media best practices, support them with complex problem solving.
Lead cross-functional efforts to create standardized marketing reporting and dashboards, presenting performance to the marketing department as well as stakeholders throughout the company
Ensure GitLab benefits from the latest in digital marketing technologies and best practices, innovating when it will improve program RoAS

Requirements

10+ years in a Digital Marketing role
5+ years of enterprise software marketing experience
Experience managing advertising publishers and media agencies across all areas of digital media: SEO, SEM, Paid and Organic Social, ABM, Paid sponsorships, and Conversion Rate Optimization
Experience managing large-scale paid programs (e.g. $1M+ annual)
In-depth industry experience and knowledge in at least one digital marketing or marketing programs specialty
Strong technical marketing and advanced digital analytics skills and deep understanding of complex data and reporting to drive strategy and direction
Experience in content marketing and website UX optimization are also helpful in this role

Manager, Digital Marketing Programs

The Manager of Digital Marketing Programs for GitLab should have a background and hands-on experience in all areas of marketing: SEO, SEM, Paid and Organic Social, ABM, Paid sponsorships, and Conversion Rate Optimization. They will have experience managing marketing teams and working with marketing agencies. They should also be able to maintain a budget, use analytics tools, CRM, MAT, and other marketing tools, and have a data-driven approach to marketing. Experience in content marketing and website maintenance are also helpful in this role.

Job Grade

The Manager, Digital Marketing is a grade 8.

Responsibilities

Administer the Digital Marketing media budget and ensure marketing costs are tracked correctly.
Manage, build, and lead a strong team by coaching and developing existing members and closing talent gaps where needed through acquisition of new team members.
Build and implement Digital Marketing strategy—understand key partnerships within organization to drive full-funnel customer acquisition, retention, and upsell.
Define, manage, and implement our overall digital strategy together with marketing team and digital marketing agency.
Create strategies for conversion rate optimization (CRO) projects
Lead effort to create standardized marketing reporting and dashboards, presenting performance to the marketing department as well as stakeholders throughout the company
Oversee our paid search, paid social, programmatic display, and sponsored publisher programs, maximizing for return on marketing spend
Leadership at GitLab

Requirements

10+ years in a Digital Marketing role
5+ years of enterprise software marketing experience.
Experience managing a marketing team.
In-depth industry experience and knowledge in at least one digital marketing or marketing programs specialty.
Strong technical marketing and advanced digital analytics skills

Director, Digital Strategy

Job Grade

The Director, Digital Strategy is a grade 10.

Responsibilities

Lead the global media strategy and planning to drive awareness and acquisition growth across SMB, Mid Market and Enterprise segments
Partner with Campaigns, Brand, and ABM teams, as well as agency partners to build programmatic, content syndication and search campaigns
Own and deliver reporting analysis on performance and business impact, as well as conceiving and executing testing strategies
Accountable for conversion efficiency across multiple personas and creating full-funnel programs, including moving effectively from awareness to consideration stage
Guide, mentor and lead a team of digital media strategies and specialists, in addition to managing our important agency relationships

Requirements

12+ years experience in direct response, B2B demand gen and media planning
Experience in driving differentiated strategies across multiple segments, including SMB and Enterprise, from trial flows to ABM execution
Deep understanding and practical experience of planning global, regional and localized campaigns, including emerging markets
Deep understanding of programmatic media buying and experience with paid social media platforms
Skilled in audience insights, segmentation, persona targeting and integrating propensity models
Experience in analyzing and reporting on digital media performance to a range of audiences, including marketing counterparts and business stakeholders
Extensive team management skills, including career development and coaching
Experience partnering cross-functionally across marketing, internal stakeholders and agency partners

Key Performance Indicators

No. of leads/MQLs created, cost per lead
% increase in MQL to SAO conversion rate and nurture progression
% of SMB/MM leads from digital source, cost per trial acquisition
% YoY growth in accounts engaged branded/non-branded Search volume, keyword rankings
Campaign conversion rates

Hiring Process

Candidates for this position can expect the hiring process to follow the order below. Please keep in mind that candidates can be declined from the position at any stage of the process. To learn more about someone who may be conducting the interview, find their job title on our team page.

Qualified candidates will be invited to a screening call with our Global Recruiters.
Candidates will be invited to a 50 min interview with the VP, Integrated Marketing
Candidates will be invited to a 50 min interview with the Sr. Manager, Campaigns (and ABM)
Candidates will be invited to a 50 min interview with the Director, Content
Candidates will be invited to a 50 min interview with the Marketing - Director, People Business Partner
Final candidates will be invited to a 30 min interview with the Chief Marketing & Strategy Officer
Successful candidates will subsequently be made an offer via video or phone call

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:

Mission: Everyone can contribute
Results: Fast growth, ambitious vision
Flexible Work Hours: Plan your day so you are there for other people & have time for personal interests
Transparency: Over 2,000 webpages in GitLab handbook, GitLab Unfiltered YouTube channel
Iteration: Empower people to be effective & have an impact, Merge Request rate, We dogfood our own product, Directly responsible individuals
Diversity, Inclusion & Belonging: A focus on gender parity, Team Member Resource Groups, other initiatives
Collaboration: Kindness, saying thanks, intentionally organize informal communication, no ego
Total Rewards: Competitive market rates for compensation, Equity compensation, global benefits (inclusive of office equipment)
Work/Life Harmony: Flexible workday, Family and Friends days
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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Last modified June 27, 2024: Fix various vale errors (46417d02)

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