Lifecycle Marketing Manager

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.

An overview of this role

The Lifecycle Marketing Manager is responsible for strategizing, executing, and optimizing a data-driven lifecycle communications strategy for GitLab's self-service users. This role partners closely with SMB Sales, Product Growth, Marketing Ops, and Data teams to create impactful communications that engage users and guide them through the buyer lifecycle. You will leverage data-driven insights to develop personalized journeys that increase conversion rates, drive product adoption, and accelerate revenue growth. The focus will be on optimizing user paths to revenue across free self-managed users, trial users, and paid users of GitLab.

What You’ll Do  

• Design and implement sophisticated automated campaign journeys with personalized content that educates and motivates users throughout their lifecycle, ultimately driving online purchases
• Develop comprehensive onboarding and activation strategies that accelerate time-to-value, increase product adoption, and improve conversion rates for new users
• Orchestrate end-to-end email marketing campaigns from conception to execution, including strategic planning, compelling copywriting, precise segmentation, methodical testing, and performance analysis
• Foster strong partnerships with SMB sales, Product Growth, Marketing Ops, and Data teams, while also collaborating with Product Marketing, Campaigns, and regional teams to align on messaging strategy, share performance insights, and optimize the user journey across touchpoints
• Use data-driven insights to review and refine campaigns, supporting decisions with clear data analysis and regularly communicate/act on performance insights
• Act as an email marketing SME: ‘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 

What You’ll Bring 

• 3-4+ years experience in email marketing at a B2B SaaS technology company, preferably targeting enterprise IT buyer and software developer customer personas at a product led growth company
• Proven track record of independently creating and executing lifecycle marketing strategies that impact user conversion and business metrics.
• Cutting–edge email marketing best practices, along with strong copywriting and copy editing skills
• Expertise in Marketo or Iterable for marketing automation, both in audience segmentation (smartlists) 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 with building complex nurture programs, running A/B tests and experimentation.
• Working knowledge of HTML and CSS for email design
• Bonus points to have experience working with teams in different regions and localizing for different markets

About the team

The Lifecycle Marketing team creates personalized, scalable programs to engage prospects, customers, and users at every stage of their journey. Our goal is to showcase GitLab's value, empower effective product use, and drive meaningful connections through touchpoints like sales meetings, events, and webinars. We own the email channel – one of GitLab's most effective tools for communicating with our diverse audience of developers, IT professionals, and business leaders.

We're a growing team that operates at the intersection of data, creativity, and user experience. With team members dedicated to nurturing prospects, converting self-service users, and expanding relationships with existing customers, we transform insights into compelling messages that drive meaningful action. This presents an exciting opportunity to join us during a period of growth and investment in the self-service side of our business, where you'll have significant input in shaping our strategies and processes.

How GitLab will support you

• Benefits to support your health, finances, and well-being
• All remote, asynchronous work environment
• Flexible Paid Time Off 
• Team Member Resource Groups
• Equity Compensation & Employee Stock Purchase Plan
• Growth and Development Fund
• Parental leave 
• Home office support

Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, studies have shown that people from underrepresented groups are less likely to apply to a job unless they meet every single qualification. If you're excited about this role, please apply and allow our recruiters to assess your application.

Country Hiring Guidelines: GitLab hires new team members in countries around the world. All of our roles are remote, however some roles may carry specific location-based eligibility requirements. Our Talent Acquisition team can help answer any questions about location after starting the recruiting process.  

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GitLab is proud to be an equal opportunity workplace and is an affirmative action employer. GitLab’s policies and practices relating to recruitment, employment, career development and advancement, promotion, and retirement are based solely on merit, regardless of race, color, religion, ancestry, sex (including pregnancy, lactation, sexual orientation, gender identity, or gender expression), national origin, age, citizenship, marital status, mental or physical disability, genetic information (including family medical history), discharge status from the military, protected veteran status (which includes disabled veterans, recently separated veterans, active duty wartime or campaign badge veterans, and Armed Forces service medal veterans), or any other basis protected by law. GitLab will not tolerate discrimination or harassment based on any of these characteristics. See also GitLab’s EEO Policy and EEO is the Law. If you have a disability or special need that requires accommodation, please let us know during the recruiting process.