Marketing Campaign Manager

Levels

Marketing Campaign Coordinator (Associate)

The Marketing Campaign Coordinator (Associate) reports to Manager, Marketing Campaigns.

Marketing Campaign Coordinator (Associate) Job Grade

The Marketing Campaign Coordinator (Associate) is a grade 5.

Marketing Campaign Coordinator (Associate) Responsibilities

Create, upload, edit, and manage HTML emails and templates for marketing campaigns.
Develop and oversee email components such as headers, footers, personalized elements (e.g., mail merge), and confirmation pages, ensuring adherence to GitLab standards.
Collaborate with the marketing team to establish contact filters and segment the database for effective email communication.
Deploy batch emails and automate multi-touch campaigns to nurture leads, promote events, and manage offers, utilizing GitLab frameworks and tools.
Personalize email content based on activity-driven triggers, while conducting tests to verify accuracy, proper formatting, and functional tracking links.
Assist in the administration of the Marketo platform in line with GitLab-defined processes, including asset management, naming conventions, and access controls.
Design website forms and landing pages, ensuring seamless integration into Marketo programs.
Generate marketing automation reports from the Marketo platform, analyzing email marketing performance, website engagement, and contact activity, including open rates, click-through rates, bounce rates, and unsubscribe rates.
Develop Marketo programs and Salesforce campaigns to effectively track demand generation initiatives.
Set up and manage virtual events using On24.
Conduct quality assurance checks for lead flow in paid digital programs.

Marketing Campaign Manager (Associate) Requirements

Proficient in email marketing and marketing automation tools, particularly Marketo.
Skilled in HTML for managing email templates effectively.
Exceptional communication skills for collaborating with marketing teams and delivering reports.
Strong organizational and project management abilities to juggle multiple projects and meet deadlines.
Detail-oriented to ensure the accuracy and integrity of email content and tracking.
Experienced with CRM software (preferably Salesforce) and webinar platforms (preferably On24), with a willingness to learn additional functionalities.
Background in a B2B software marketing team is advantageous.
Capable of working both with minimal direction and collaboratively within a team.
Familiarity with GitLab and Git, or a readiness to learn their usage.
You share our values, and work in accordance with those values.

Marketing Campaign Manager (Intermediate) Job Grade

The Marketing Campaign Manager (Intermediate) is a grade 6.

Marketing Campaign Manager (Intermediate) Responsibilities

Strategize, execute, and optimize a data-driven demand generation campaign strategy to achieve sales goals for an assigned geographic or firmographic defined market segment.
Responsible for developing and deploying integrated marketing campaigns, including crafting strategy, aligning internal teams, developing audience segments, building email nurtures, owning top funnel virtual events, and measuring results
Apply an experimentation mindset to marketing campaigns to drive, test, learn, and optimize. Continuously conduct A/B testing across all channels
Collaborate with marketing teams to build prescriptive persona-based buyer journeys as the foundation for campaign strategy
Work with marketers across our team and in our company to ensure proper messaging, timing, and execution of multi-channel campaigns
Plan seamless integration of competitive campaigns and alliance partner campaigns within the prescriptive buyer journeys and overall segment campaign plans
Align with SDRs on results of top funnel campaigns, gain anecdotal feedback, and generate ideas for campaign optimizations
Use marketing automation and email nurturing to engage and convert prospects and customers across the buyer journey
Provide ongoing reporting, campaign insights and pacing toward goal to stakeholders
Document processes in handbook for transparency

Marketing Campaign Manager (Intermediate) Requirements

3-4+ years of experience and proven track record in developing multi-channel roadmaps
Experience working in a metrics driven culture to measure tactic and channel impacts
Deep empathy for our audience of developers and IT leaders - our community is changing the world, and you want to help accelerate their success through relevant, useful communications
Ability to manage multiple projects with intertwining deadlines while staying focused on the details
Experience with marketing automation software (Marketo preferred)
Experience with CRM software (Salesforce preferred)
Experience working in a B2B software marketing team
Experience with A/B testing, experiment design, campaign analysis (attribution reporting is a plus)
Proficiency in MS Excel or Google Sheets
Strong project management, organizational, and communication skills
Impeccable eye for detail
Exhibit willingness and flexibility to work both independently as well as part of a team
Be familiar with or ready to learn how to use GitLab and Git
You share our values, and work in accordance with those values
Ability to use GitLab

Senior Marketing Campaign Manager

The Senior Marketing Campaign Manager reports to Manager, Marketing Campaigns.

Senior Marketing Campaign Manager Job Grade

The Senior Marketing Campaign Manager is a grade 7.

Senior Marketing Campaign Manager Responsibilities

Extends that of the Marketing Campaign Manager (Intermediate) responsibilities
Develop and manage strategy with multiple sales channels (i.e. channel partner)
Exemplify understanding of multi-touch attribution reporting
Develop new structures and automation in marketing automation (Marketo)

Senior Marketing Campaign Manager Requirements

Extends that of the Marketing Campaign Manager (Intermediate) requirements
4-7+ years of experience and proven track record in developing multi-channel roadmaps
Experience with multi-touch attribution reporting
Power user of marketing automation software (Marketo preferred)
Power user of CRM software (Salesforce preferred)

Staff Marketing Campaign Manager

The Staff Marketing Campaign Manager reports to Manager, Marketing Campaigns.

Staff Marketing Campaign Manager Job Grade

The Staff Marketing Campaign Manager is a grade 8.

Staff Marketing Campaign Manager Responsibilities

Extends that of the Senior Marketing Campaign Manager responsibilities
Demonstrates expertise in a given area through mentorship or by running an enablement/brown bag session
Acts as DRI/Lead on a key cross-functional project beyond global integrated campaigns management
Introduce new replicable processes or process improvements to help scale the team
Aids in the evaluation and implementation of new tools
Acting Manager for the team when Manager, Marketing Campaigns is out of the office

Staff Marketing Campaign Manager Requirements

Extends that of the Senior Marketing Campaign Manager requirements
Marketo certified expert
Certified in LinkedIn Fundamentals
Certified in Mastering demand & ABM by Forrester
Certified in Demandbase foundations

Manager, Marketing Campaigns

The Manager, Marketing Campaigns reports to Senior Manager, Campaigns, ABM & Lifecycle.

Manager, Marketing Campaigns Job Grade

The Manager, Marketing Campaigns is a grade 8.

Manager, Marketing Campaigns Responsibilities

Develop and execute high-impact, integrated B2B demand generation programs to achieve revenue and pipeline goals
Strategize campaign calendar and delegation of campaign planning within the marketing campaigns team
Work cross-functionally across the marketing organization as well as sales and other teams to design and orchestrate impactful, targeted marketing campaigns
Manage and build a team by coaching and developing existing members and closing gaps where needed through acquisition of new team members
Build and implement marketing campaigns strategy — understand key partnerships within organization to drive full funnel of customer acquisition
Guide efforts to create standardized marketing reporting and dashboards, presenting performance to the marketing department as well as stakeholders throughout the company
Oversee our campaign calendar and communicate to marketing team and larger organization

Manager, Marketing Campaigns Requirements

5-7+ years of enterprise software marketing experience
2+ years of experience hiring, onboarding, and managing marketing teams
Self-starter with proven track record of project managing and executing integrated marketing campaigns
Background in driving targeted acquisition, retention, upsell, and cross-sell marketing campaigns
Robust skills in demand generation, marketing campaigns, marketing operations, and reporting
Experience working cross-functionally with sales development to drive cohesive engagement with marketing leads
Construct lifecycle reports and dashboards in Salesforce and other reporting tools
Excellent organizational skills to juggle many tasks without losing sight of the highest priority items
Power user of Marketo and Salesforce
Robust communication and presentation skills, including to the executive team
Interpersonal skills and capability to influence and motivate people at all levels across a broad variety of job functions
Ability to use GitLab

Senior Manager, Marketing Campaigns

The Senior Manager, Marketing Campaigns reports to VP of Integrated Marketing.

Senior Manager, Marketing Campaigns Job Grade

The Senior Manager, Marketing Campaigns is a grade 9.

Senior Manager, Marketing Campaigns Responsibilities

Extends that of the Manager, Marketing Campaigns responsibilities
Leads overall demand generation campaigns function for assigned customer segment/geo
Coordinates cross functionally across multiple groups including marketing and sales
Ensures overall corporate goals are met in terms of the number of new inquiries, MQLs and SAOs, conversion rates and costs from demand generation campaigns
Works closely with Field Marketing, SDR, Alliances and Partner marketing to identify go to market synergies across teams that result in improved pipeline and achievement of revenue goals
Works with cross functional product marketing, developer advocacy and content marketing to identify and leverage buyer journey assets, messaging and content and delivers them through demand generation campaigns to our ICP
Leads the documentation of all campaigns team processes in the handbook, creates an environment that fosters CREDIT within and x-functionally, and optimizes our campaign motions to ensure optimum marketing efficiency.

Senior Manager, Marketing Campaigns Requirements

Extends that of the Manager, Marketing Campaigns requirements
Ability to travel if needed and comply with the company’s travel policy.
If employed by GitLab Federal, LLC, team members need to also comply with the applicable vaccination policies.

Specializations

Public Sector

The Marketing Campaign Manager, Public Sector is responsible for strategizing, executing, and optimizing a full-funnel public sector campaign strategy, including SLED, Civilian, and DoD.

Additional Responsibilities

Extends that of the Marketing Campaign Manager responsibilities
Develop and execute end-to-end, integrated B2B demand generation programs for the public sector
Strategize campaign calendar and delegation of campaign planning within the marketing campaigns team
Collaborate with digital agency to define digital media sponsorship strategy
Develop integrated campaign strategies with Public Sector Field Marketing teams on Top of Funnel, Mid Funnel and Bottom of Funnel conversion tactics
Analyze full-funnel campaign and tactic performance on an ongoing basis to continuously optimize results

Additional Requirements

Extends that of the Marketing Campaign Manager requirements
3+ years of experience and proven track record in developing public sector digital marketing campaigns
Ability to build strong relationships with channel partners, sales organizations and other key stakeholders
Deep understanding of customer and channel buying cycles and preferred engagement points for the public sector

Channels and Alliances

Additional Responsibilities

Extends that of the Marketing Campaign Manager responsibilities
Strategize, execute, and optimize a data-driven demand generation campaign strategy to achieve sales goals for Channels and Alliances group
Develop and manage strategy across the sales channels and alliances sales teams and align to quarterly OKR’s and sales goals/objectives (i.e. channel partner)
Align with marketing leadership on results of top funnel campaigns, gain anecdotal feedback, and generate ideas for campaign optimization
Demonstrate impact of partners and channels on business, analyze and report progress against partner campaign goals, and report on ROI
Act as marketing adviser to regional partner sales and marketing teams, collaborating with them to deliver campaigns that resonate with our partners and their customers

Additional Requirements

Extends that of the Marketing Campaign Manager requirements
4-7+ years of experience and proven track record in developing multi-channel roadmaps
Experience in channel marketing and alliances marketing, (GCP and/or AWS preferred)
Proven ability to build and maintain strong relationships internal and external of GitLab
Experience of working within a branded/co-branded framework

User Lifecycle Marketing

The lifecycle marketing manager is responsible for strategizing, executing, and optimizing a data-driven user lifecycle communications strategy. This role works closely with the Product Growth and Data team, among others, to collaborate, plan, and prioritize communication to better engage GitLab users and progress them through the buyer and customer lifecycle. The lifecycle marketing manager will focus on user paths to revenue, including engaging free .com users, trial users, and paid users of GitLab.

Additional Responsibilities

Understand and map out our user (both prospect and customer) lifecycle journey including touchpoints across all platforms of communication
In collaboration across marketing, develop a communication plan to leverage upcoming opportunities to engage with GitLab (including Commit, webcasts, workshops, etc.)
Create, monitor, and improve complex automated campaign journeys and triggers with static and dynamic content to drive conversion, engagement and retention
Creatively explore and test new segments; understand where customers come from, their motivations, their previous patterns, and how we can continue to engage them
Regularly monitor, communicate, and action on performance of overall email marketing programs across marketing
Use KPIs to lead to business decisions but avoid them becoming the singular focus of the team (for example: open rates)
Establish a strong working relationship with cross-functional stakeholders across the organization, such as customer communication, marketing operations, sales, product, and the rest of the marketing group.
Act as the data steward for customer data, monitoring accuracy and quality of customer, user, and prospect information on an ongoing basis
‘Speak’ (live and breathe) email and help the team learn how to incorporate best practices into all planning, decisions and execution – from creative to segmentation to deliverability
Act as email marketing SME (subject matter expert) owning email design templates and brand guidelines in collaboration with Brand team
Recommend marketing automation segmentation (Marketo), targeting, and personalization tactics for use across marketing campaigns in collaboration with marketing operations
Work with marketing operations to improve Marketo database efficiency, database hygiene, field values, field completeness, normalization processes, and overall database health to enable user lifecycle programs

Additional Requirements

Extends that of the Marketing Campaign Manager requirements
3-4+ years of experience and proven track record in developing email marketing campaigns
Strong prioritization skills when managing urgent and high-visibility projects and campaigns
Expertise with marketing automation software required
Experience with user-focused and/or customer-focused campaigns preferred
Ability to collaborate with marketing operations and data analytics to drive required data from core databases to marketing automation and email clients appropriately
Experience scoping system requirements for marketing ops and sales systems preferred

Performance Indicators - Marketing Campaigns

Additional Performance Indicators - User Lifecycle

Free .com user / trial > paid conversion
Database attrition/churn/activation (unsubscribe, disengaged)
Email click-through rate / conversion
Web store orders and attributed revenue

Career Ladder

The next step in the Marketing Campaign Manager Job Family is not yet defined.

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.

Phone screen with a GitLab Recruiting Team Member Video Interview with the Hiring Manager Team Interviews with 1-4 Team Members

Additional details about our process can be found on our hiring page.

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!

Work remotely from anywhere in the world. Curious to see what that looks like? Check out our remote manifesto and guides.

Last modified October 2, 2024: Draft: Marketing Campaigns job family update with Coordinator level (698a1f7f)

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