Social Marketing Manager

Requirements for Social Media roles at GitLab

Social Marketing Jobs at GitLab

Social Media requires a balance of work behind each of the two words that make up the practice. Social, by building trust with our audiences and connecting as personally as appropriate, and Media, by scaling our storytelling efforts to brand-level corporate marketing initiatives.

The “Social” in Social Media

The world’s best brands feel more like a trusted source of information to their audience than a company. They could even develop friendly relationships with their followers. This is because the world’s best brands understand people and weave that understanding into everything they do. Social Marketing at GitLab is a key part of building GitLab’s brand into one that is loved by its audience of developers, remote work pros, and IT folks up and down the ladder.

Social Marketing at GitLab focuses on understanding people who make up the GitLab community, creating and sharing content over social channels that they’ll find valuable, and educating team members in marketing and beyond on social media best practices for brands, personalities, and how we measure success.

The “Media” in Social Media

The world’s most renowned brands are perceived to be larger than life. As GitLab scales to new heights, the Social Marketing team prioritizes opportunities for brand-level storytelling initiatives. By sharing our company values, perspectives on remote work, or leaning into our product’s features, we’ll help users understand how they feel about GitLab overall.

Our perspective on the practice of Social Media

GitLab is a unique company to work for. While the demands of social marketing don’t necessarily turn off, our team has leaned into GitLab’s values as a way to build the social marketing department of the future. We do best-in-class work and deliver on our expectations but do not allow the perils of working in social media to burn us out or damage our mental health. We take our company values seriously and integrate them into our daily work as often as possible.


Vary by job grade but include:

  • Design and execute our global social strategies
  • Manage risks to the GitLab brand and navigate crises
  • Day-to-day engagement with the community
  • Develop and publish unique social content
  • Support integrated marketing campaigns, events, and other initiatives
  • Report on social performance, including insights and forecasts
  • Conduct research from listening and other sources to provide quantitative and qualitative feedback to teams across the company


Vary by job grade but include:

  • In-depth knowledge and an always up-to-date understanding of core social media platforms and how they are used to tell stories, sell products, and navigate crises
  • Excellent writing and communication skills - both externally to our social audiences and internally across the company
  • Extremely detail-oriented and organized
  • Experience with rapid response strategies - for general engagement with the community and for navigating crises
  • Ability to learn to use GitLab as our project management and execution tool for all work (Don’t worry, this comes with time. Be open to learning.)
  • BONUS: A passion and strong understanding of the industry and our mission

Performance Indicators

May vary by specific job grade or specialty but generally include:

  • Social Ad Value - GitLab-specific social media advertising dollar equivalent (e.g. what GitLab would have had to spend in ad dollars to receive a similar ROI for organic social media efforts). The specific values vary by campaign, timelines, and average cost of advertising at the time.
  • Engagement Rate - the number of times during a reporting period that users engaged with our posts as a percentage of impressions. This metric indicates how engaging particular content or campaigns are overall. Each channel has its own performance average and individual CTAs and campaigns will also be unique
  • Other indicators in relation to the two above which may include: follower growth, follower growth rate, impressions, clicks, response volume

You must share our values and work under those values

A sample of how GitLab’s core values show up in Social Marketing:

🤝 Collaboration

Across teams and functions as well as externally with customers, followers, and partners. We are not islands to ourselves and lean on each other to deliver on our work. Do everything as kindly as possible. It’s also critical to assume positive intent when working with team members that don’t work in social media.

📈 Results

Make a difference in the hours you planned to work and then do it again next week. Use GitLab to manage your work. Own everything you touch and create a bias for action in social media marketing.

⏱️ Efficiency

Go for the boring solutions when we can’t recreate the wheel. Search for the answers you seek in our handbook first. Build repeatable projects in a way that lets others service themselves in the next round.

🌐 Diversity, Inclusion & Belonging

Be comfortable or willing to get comfortable with communication with team members asynchronously. Find a way to include your quirkiness in your work. Consider inclusive language and imagery in everything we promote internally and externally.

👣 Iteration

Don’t wait to contribute. Just make a change today. Make progress for our work in minimum viable changes consistently. Remember that all of our work is in draft. We don’t do big reveals at GitLab, so be ready to share your rough drafts with everyone throughout the process (This is scary for social marketers, but our team is prepared to help you grow into this practice.)

👁️ Transparency

Everything is public by default, including our typos, bad takes, and iterations. We strive to be transparent as often and as clearly as possible with each other and our community. Always share the why and not just the what. We’re practitioners and educators.


Social Marketing Associate

Job Grade

The Social Marketing Associate is a grade 5 role.


  • Write copy and schedule organic social content across channels
  • Monitor and engage with users across social channels who mention us, share their content with our team as appropriate
  • Work with the team to ensure social amplification and engagement is incorporated as part of integrated campaign strategy and execution
  • Contribute to reporting efforts across campaigns and milestones

Role Requirements

  • Minimum of 1 year of overall professional experience
  • 1-3 years of experience in a social media-related role
  • Proven ability to write effective short-form content
  • Able to coordinate with multiple stakeholders and perform in a fast-moving environment
  • Proven ability to work on multiple projects at a time
  • General experience with UTM tracking URLs, social media management tools like Sprout Social, and native social channels
  • Openness towards learning about all areas of the business that could be connected to social media

Social Marketing Manager

Job Grade

The Social Marketing Manager is a grade 6 role.


All of the responsibilities of an associate, plus:

  • General management of the social calendar and craft social campaigns that will help engage, grow and educate our followers
  • Contribute your perspective on what to publish, when, and where in support of campaigns
  • Consult with interested team members on their personal social strategy and how they can help position themselves within the GitLab community
  • Contribute to reporting on OKRs and other metrics


  • Minimum of 3 years of overall professional experience
  • 3-5 years experience in a social marketing-related role, preferably in software marketing
  • Proven ability to manage social media channels
  • Proven ability to report on performance
  • Experience managing social media communities

Senior Social Marketing Manager

Job Grade

The Senior Social Marketing Manager is a grade 7 role.


All of the responsibilities of a manager, plus:

  • Independently develop and execute social marketing campaigns from small to large
  • Articulate & document social marketing strategy and process in the GitLab handbook
  • Entrust work to other members of the social marketing team as appropriate
  • Responsible for ideation of initiatives, OKRs, and reporting on results
  • Staying up-to-date and educating others on current technologies and trends in social media
  • Work with an in-house creative team to create engaging assets, sometimes designing quick needs yourself
  • Provide insight into navigating communications risks and crises, sometimes executing on this alone


  • Minimum of 5 years of overall professional experience
  • 3+ years in a social media-related role
  • 1+ years of enterprise software marketing experience
  • Proven experience managing B2B social media channels
  • In-depth industry and technical community knowledge
  • Proven ability to identify new audiences and channels, create a strategy, and execute the strategy
  • Exposure to crisis communications and desire to learn more

Staff Social Marketing Manager

Market Justification

  • The Staff Social Marketing Manager role will provide a high level of expertise in solving complex problems with a strong understanding of integrated marketing campaigns, audience, and paid & organic social marketing strategy.
  • Additionally, this role will be key in bridging existing gaps between organic social marketing efforts and more enterprise integrated digital marketing initiatives, helping to shape GitLab’s new digital marketing experience.
  • Within public enterprise B2B technology organizations, approximately 1-3 team members exist in similar or the same role(s), particularly as a cross-section between social and digital marketing.

This staff social media marketing manager role bridges the gap between two functional areas, social media, and digital marketing. The “Manager” designation indicates this role’s ability to influence decisions across teams for a candidate who can drive innovation and experimentation beyond social media and their title in a specific department and is considered a problem solver.

Staff Social Marketing Managers on the Social Marketing team are prolific and creative social media strategists with experience in digital marketing and customer journey marketing. They define GitLab’s social media marketing strategy and create full-funnel campaign strategies that intersect areas of paid media, content, and sales. They own the delivery and results of associated Social Marketing deliverables and OKRs and the social media customer journey. They are focused on improving campaign results, productivity, operational efficiency, brand reputation and influencing customer decision making. They collaborate across digital marketing, sales, and content marketing, bridging more traditional organic social marketing efforts with integrated campaigns and digital marketing.

Job Grade

The Staff Social Social Marketing is a grade 8 individual contributor role.


Extends that of the Senior Social Marketing Manager role, plus:

  • Defines, implements, and regularly iterates on GitLab’s social media marketing strategies with a particular focus on integrated digital marketing campaigns
  • Leads end-to-end brand social media marketing campaigns - including paid social where appropriate
  • Oversees all external contributors, like agency vendors and individual contractors, including directing them as appropriate
  • Operates as the social marketing expert on the cross-functional digital marketing team, collaborating on campaign strategy, position, messaging and customer journey mapping and engagement, ensuring social’s contribution to integrated marketing performance
  • Performs regular gap analysis to identify areas of success, improvement, and opportunity
  • Educates team members on social media best practices and manages social media team member engagement program to increase brand awareness
  • Manages daily/weekly/monthly and quarterly reporting


  • Minimum of 7 years of overall professional experience
  • 5+ years in a social marketing-related role
  • 1+ years of enterprise software marketing experience
  • A manager of one overseeing initiatives from beginning to end, and equally comfortable in a collaborative environment
  • Strong sense of and experience with high-level concept development, strategy, research, and problem-solving
  • Exceptional communication skills Ability to pitch creative ideas
  • Ability to use GitLab

Career Ladder for Grade 8 IC

  • Additional individual contributor roles beyond grade 8 are not yet defined at GitLab
  • Staff Social Marketing Managers may shift toward team leadership or people management by moving to a grade 8 or grade 9 manager role

Manager, Social Marketing

Adding “Manager,” to the front of the job title indicates that this role is a practice and people manager.

Managers in the Social Marketing team are prolific and creative social media strategists. They define GitLab’s social media marketing strategy and manage a world-class team to expand GitLab’s influence, awareness, subscribers, and leads. They own the delivery and results of Social Marketing deliverables and OKRs. They are focused on improving results, productivity, and operational efficiency. They must also collaborate across departments to accomplish collective goals.

Job Grade

The Manager, Social Marketing is a grade 8 role.


  • Define, implement, and regularly iterate on GitLab’s social media marketing strategy
  • Oversee all social marketing initiatives
  • Collaborate with various teams on campaign strategy, position, and messaging
  • Perform regular gap analysis to identify areas of success, improvement, and opportunity
  • Hire and manage a world-class team of social media managers and follow GitLab’s existing people manager responsibilities (take a peek now and know that you’ll learn more about this when onboarding)


  • Minimum of 7 years of overall professional experience
  • 5+ years in a social media-related role
  • 1+ years of enterprise software marketing experience
  • Experience defining the high-level strategy and creating social plans based on research and data
  • Strong communication skills without fear of over-communication. This role will require effective collaboration and coordination across internal and external contributors
  • Experience with crisis communications
  • BONUS: Experience in people management (we have an internal management development program)
  • BONUS: A passion and strong understanding of the industry and our mission

Senior Manager, Social Marketing

Adding “Manager,” to the front of the job title indicates that this role is a practice and people manager.

Senior Managers in the Social Marketing team take their role as a people manager and social media expert to the next level. They lead with data and guts. Senior Managers need to balance the “social” and the “media” of social media. They don’t just define GitLab’s social media strategy, Senior Managers bring their personal philosophies and practices to teach everyone else on the team.

Job Grade

The Senior Manager, Social Marketing is a grade 9 role.


  • Integrate personal social media management philosophy, GitLab’s brand voice, and GitLab’s values into our social media strategy and content
  • Lead on campaigns, positioning, and messaging as the expert on the GitLab brand
  • Ability to roll up your sleeves when needed
  • Grow and develop a world-class team of social media managers and follow GitLab’s existing people manager responsibilities (take a peek now and know that you’ll learn more about this when onboarding)
  • Act as a point-of-contact for all crises, incidents, and other emergencies
  • Ability to act discreetly with non-public information
  • Lead as the social media expert at GitLab for all brand and employee questions


  • 8+ years of overall professional experience
  • 6+ years in a social media-related role
  • 2+ years of enterprise software marketing experience
  • 2+ years of people management experience
  • Experience with crisis communications
  • A defined point-of-view on the practice of social media marketing and communications

Career Ladder

The next step in the Social Marketing job family is not yet defined at GitLab.

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.

Anonymous data on social media experience is not accepted. Candidates are required to submit information about the brands they’ve worked on during the application process. Please include names and data in your resume, cover letter, or other supplemental content to support your candidacy. If you are uncomfortable providing this information on your resume, we will happily discuss during interviews, but we will need to know.

Qualified candidates will be invited to schedule a screening call with one of our Global Recruiters.

  • Next, candidates will be invited to schedule a series of 30-45 minute interviews that may include:
  • Our Head of Social Media
  • At least one other member of the social media team
  • Our Director of Corporate Communications
  • A member of a supporting team in events, evangelism, partner marketing, or digital marketing
  • Our Vice President of Integrated Marketing
  • Finally, our CMO may choose to conduct a final interview.
  • Successful candidates will subsequently be made an offer via email.

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:

  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!

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

Last modified August 2, 2023: Fix markdown lint errors (78cb7eda)