Product Marketing Manager

Introduction

Product Marketing Managers at GitLab tell the story about the value of GitLab for our customers and partners, helping them realize the benefits of our solutions for their business and innovation goals. In this role, you understand customer needs and market challenges, and translate them into compelling messaging and programs. You work collaboratively across teams to communicate GitLab’s differentiated value and drive adoption in a dynamic, open environment.

Here are key highlights of how we work to influence the market with GitLab’s differentiated value.

Build and maintain GitLab’s messaging pyramid, which includes brand messaging (driving emotional value), company messaging (driving economic value), use-case messaging (driving functional value), and product messaging (driving technology value).
Translate GitLab’s message into marketing communications, customer / partner advocacy, and growth marketing. Maintain momentum with minor marketing launches to support monthly product releases, drive bi-annual major marketing launches to capture attention in the market, and support quarterly marketing campaigns that are designed to drive demand from the target customer profiles and segments.
Accelerate sales and reseller productivity in partnership with team enablement. Support sales-facing content and training sessions in translating GitLab’s message into accelerated sales velocity, across different sales stages.

Product Marketing Manager

Job Grade

The Product Marketing Manager is a P3.

Responsibilities

Who, Where and Why

Research and define our enterprise buyer and user personas, their specific needs, pain points, and goals that we can help address.
Research, document, and operationalize particular customer use cases and problems that GitLab solves.
Identify and define the key value drivers which differentiate GitLab in the market.

What

Develop product marketing collateral such as website pages, blogs, and data sheets supporting the buyer’s journey communicating the value of GitLab.
Develop and deliver product, market, and industry-specific enablement to the GitLab sales team and partners.
Contribute to campaign messaging and content as required to support ongoing marketing initiatives.

Proof

Document and demonstrate GitLab value in sales enablement material and customer case studies.
Support the development of webinars that help to demonstrate the value of GitLab for our customers.

Choices

Participate and support win/loss analysis to understand why we win, where we win, who to target, and what to avoid.
Support research into competitive threats and challenges to understand how to position GitLab in a rapidly changing market.

Requirements

3-4 years of experience in product marketing with desired experience in the specialty.
Technical background or good understanding of Application Development and IT operations; familiarity with Git, Continuous Integration, Containers, and Kubernetes a plus.
Good English communications skills to explain and translate complex technical concepts into simple and intuitive communications.
Experience with Software-as-a-Service offerings and open core software a plus.
Experience designing sales collateral based on sales conversations, sales calls, and market research.
You share our values and work according to those values.
Ability to use GitLab.
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.

Senior Product Marketing Manager

Senior product marketing managers are leaders and bring deep experience in a specific domain. Through your leadership, experience, and insight, you will position GitLab to address business challenges, contribute to the product strategy, and provide thought leadership.

Job Grade

The Senior Product Marketing Manager is a P4.

Senior Product Marketing Managers also

Develop and implement GTM strategies and campaigns in partnership with sales, growth, digital, and content marketing.
Research and support pricing and packaging decisions in order to meet market demands and needs.
Define and lead market research projects into specific market segments, including competitive analysis.

Senior PMM Requirements

At least 6 years enterprise software marketing experience, including 4 within product marketing.
Deep understanding of Agile and DevOps methodologies across the entire Software Development Lifecycle, especially in large enterprise environments.
Extensive experience in at least one of the following domains/areas (portfolio management, requirements management, agile project management, source code management, continuous integration, quality management, application security, continuous delivery, containers, kubernetes, release management, or application performance monitoring)
Outstanding English communication skills to explain and translate complex technical concepts into simple and intuitive communications.
Proven experience being self-directed and working with minimal supervision.
Data-driven, use data to measure results and inform decisions.
Experience with Software-as-a-Service offerings and open core software a plus.
Experience designing sales collateral from scratch based on sales conversations and market research.
You share our values and work according to those values.
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.

Lead Product Marketing Manager

Lead product marketing managers drive strategic impact through deep domain expertise and cross-functional leadership. Through your influence, execution excellence, and mentorship, you will own complete GTM motions for major product areas, shape team strategy, and establish thought leadership. You will be expected to lead complex initiatives and drive measurable business outcomes with autonomy.

Job Grade

The Lead Product Marketing Manager is a P5.

Lead Product Marketing Managers also

Fully or partially own end-to-end GTM strategy and execution for a major product area or market segment
Lead cross-functional initiatives involving sales, product, growth, and marketing teams
Mentor and coach other Product Marketing Managers relevant to your area of expertise
Build emerging external thought leadership through content, speaking, and industry engagement

Lead PMM Requirements

At least 7 years enterprise software marketing experience, including 5+ within product marketing
Deep understanding of Agile and DevOps methodologies across the entire Software Development Lifecycle, especially in large enterprise environments
Extensive experience across multiple domains/areas within DevSecOps (versus single domain expertise)
Demonstrated ability to lead complex, cross-functional initiatives and influence senior stakeholders
Outstanding English communication skills to explain and translate complex technical concepts into simple and intuitive communications
Able to coordinate across many teams and lead cross-functional initiatives
Proven experience being self-directed and working with minimal supervision
Data-driven, use data to measure results and inform decision making and strategy development
Required experience with Software-as-a-Service offerings and open core software
Experience designing sales collateral from scratch based on user interviews and market research.
You share our values and work according to those values
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

Principal Product Marketing Manager

Job Grade

The Principal Product Marketing Manager is a P6.

Market Justification

The principal level of this role exists at GitLab to ensure thought leadership in the market to inform future strategy. This role protects revenue growth in future fiscal years. This is a very niche role, with a specialised skill set reporting to the Senior Director, Product Marketing.

Responsibilities

Extends that of the Lead Product Marketing Manager
Contribute to departmental strategy, processes, and long-term planning
Proven track record of driving measurable business impact through GTM strategies and campaigns
Drive process improvements that scale across the product marketing team
Fosters collaborative decision making and problem solving across the departments
Lead by example as a coach and mentor to the other members of the team, as well as the overall Marketing organization, in areas of expertise and advanced experience
Exert influence on the overall objectives, key results, and other long-range measurable goals of the team and broader organization
Drive strategic vision and direction for multiple product areas or entire product categories
Self-starter with a strong sense of ownership who is able to prioritize in a complex, fast-paced and lean organization
Passion for building a world class program and desire to own and refine key operational processes
Takes ownership of group level process inefficiencies, guides cross sub-departments in ensuring things are running smoothly
Is respected and acknowledged as a thought leader internally and externally with growing industry recognition

Requirements

Extends the Lead Product Marketing Manager requirements
At least 9 years enterprise software marketing experience, including 7 within product marketing
Demonstrated impact at organizational and industry level, not just product area level
Established external thought leadership with evidence of industry recognition (speaking, publications, advisory roles)
Deep understanding of Agile and DevOps methodologies across the entire Software Development Lifecycle, especially in large enterprise environments
Extensive experience across multiple domains/areas (portfolio management, requirements management, agile project management, source code management, continuous integration, quality management, application security, continuous delivery, containers, kubernetes, release management, or application performance monitoring)
Has experience aligned with the additional responsibilities of a Principal Product Marketing Manager

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.

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 November 30, 2025: great suggestion! (5f4ee0c6)

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