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An overview of this role
As the Staff Lifecycle Marketing Manager, you'll own the lifecycle communications strategy for GitLab prospects, from planning and segmentation through execution and optimization. You'll work closely with Campaigns, Marketing Ops, Data Analytics, Product Marketing, Field, and Events to prioritize and deliver programs that engage prospects and move them through the buyer lifecycle. This is a senior IC role, meaning you'll drive strategy while staying hands-on across copy, segmentation, QA, testing, launch, and reporting. You'll use data-driven insights and continuous testing to improve prospect engagement, funnel progression, and revenue growth, and you'll help set the standard for how the team approaches email as a channel.
What You’ll Do
- Create, monitor, and improve complex automated campaign journeys and triggers with static and dynamic content to help educate and motivate prospective customers across their buyer journey
- Lead the creation and implementation of lifecycle marketing campaigns from conception through execution, including planning, copywriting, segmentation, testing, QA, and launch, with a focus on personalization and performance optimization
- Develop communication plans for key opportunities to engage with GitLab, including live events, webcasts, workshops, and priority campaigns.
- Collaborate with marketing operations, data analytics, product marketing, campaigns, content marketing, and regional teams to create cohesive messaging across different channels
- 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
- 7+ years experience in lifecycle, email, CRM, or growth marketing at a B2B SaaS technology company, preferably targeting enterprise IT buyer and software developer customer personas
- Strong experience building and optimizing nurture programs, automated journeys, and lifecycle campaigns that support prospect education, engagement, and funnel progression
- Expertise in Marketo for marketing automation, both in audience segmentation (smartlists) and in the use of email templates, Marketo modules, and dynamic content
- Experience using campaign and funnel performance data to identify opportunities, make recommendations, and improve results.
- Strong internal communication and cross-functional coordination skills
- High attention to detail across audience logic, segmentation, QA, localization, and reporting
- Working knowledge of HTML and CSS for email design and troubleshooting
- 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 operate 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. This is an exciting time to join: we're growing our investment in lifecycle as a revenue driver, and you'll have real input in shaping how we build and scale these programs.
Learn more: Lifecycle Marketing Handbook | Emails & Nurture Programs
How GitLab Supports Full-Time Employees
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.
