Senior Director, Digital Marketing at 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 human progress. Our platform unites teams and organizations, breaking down barriers and redefining what's possible in software development. Thanks to products like Duo Enterprise and Duo Agent Platform, customers get AI benefits 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, with all team members expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact. GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Our high-performance culture is driven by our values and continuous knowledge exchange, enabling our team members to reach their full potential while collaborating with industry leaders to solve complex problems. Co-create the future with us as we build technology that transforms how the world develops software. An Overview of the role As the Senior Director, Digital Marketing, you will play a critical role in GitLab's growth trajectory as we evolve from a DevSecOps platform to an intelligent orchestration platform for software teams and AI agents. You'll translate this positioning shift into digital programs that drive measurable pipeline growth while building the team's capacity to scale with clarity and speed. Reporting to the VP of Growth Marketing as a key member of the leadership team, you will own the digital growth engine across account-based marketing, integrated campaigns, and paid media. You'll have direct accountability for pipeline generation, stage velocity improvements, and expansion revenue—working in close partnership with Sales to ensure joint ownership of outcomes, not just lead handoffs. This role requires balancing strategic thinking with hands-on execution: you'll shape how GitLab competes in market, optimize significant paid media budgets through disciplined experimentation, and establish measurement frameworks that connect digital investments to business outcomes like pipeline by ICP segment, CAC/LTV economics, and attach rates for our AI capabilities. In your first year, you will scale high-impact programs that showcase the value of GitLab Duo and our platform to key buying groups (VP Engineering, CISO, Platform Engineering leaders), while establishing experimentation rigor and Sales partnership models that can scale across regions. This is a unique opportunity to serve as a strategic partner and second-in-command within the Growth Marketing organization. Some examples of our projects: • Building and scaling targeted account-based marketing programs in close partnership with sales to influence pipeline and revenue in priority segments • Designing and executing integrated global campaigns that combine content, paid media, email, and digital experiences to drive full-funnel impact across key industries and use cases What you'll do • Own and help elevate to the next stage the digital growth engine that delivers marketing-generated pipeline across ABM, integrated campaigns, and paid media, with clear accountability for pipeline quality, stage velocity, and expansion revenue, not just top-of-funnel volume. • Establish and optimize measurement frameworks that move beyond vanity metrics to business outcomes: pipeline by ICP segment, stage velocity improvements, CAC/LTV economics, attach rates for Duo and Ultimate, and incrementality of channel investments through lift tests and MMM. • Build deep, trusted partnerships with Sales leadership and field teams, establishing joint accountability for target account engagement, pipeline generation, and deal acceleration. This includes weekly pipeline reviews, shared success metrics (MQAs, stage conversion, win rates), and co-developed account strategies for top-tier opportunities. • Drive a culture of disciplined experimentation across all digital programs, treating tests as products with clear hypotheses, success criteria, and learning documentation. Establish experimentation governance, baseline models for incrementality measurement, and rapid iteration cycles to optimize channel mix and budget allocation. • Define, track, and optimize key performance indicators (KPIs) across digital channels, including account engagement, pipeline contribution, conversion rates, and return on ad spend, using data to guide investment decisions. • Oversee and mentor the ABM and campaign marketing teams, providing clear strategic direction while empowering team members to experiment, iterate, and deliver high-impact programs. • Own the digital campaign lifecycle, from strategy and planning through execution, optimization, and reporting, ensuring programs are scalable, measurable, and tied to clear business outcomes. • Drive the use of insights from market trends, customer behavior, and sales feedback to inform digital messaging, content strategy, and channel mix, ensuring campaigns resonate with key personas in the DevSecOps space. • Collaborate with the broader marketing organization to integrate digital tactics into global launches, field programs, and partner initiatives, ensuring consistent narratives and cohesive customer experiences across touchpoints. • Foster a culture of continuous improvement and innovation across all digital efforts, testing new platforms, formats, and approaches while standardizing best practices and documentation for long-term scalability. What you'll bring • Deep experience building and scaling digital marketing strategies and programs in enterprise technology or SaaS, ideally in the DevSecOps space and across multiple markets. • Proven ability to manage significant paid media budgets (ideally $5M+) with a track record of optimizing CAC/LTV through incrementality testing, geo-holdouts, and channel reallocation based on performance data rather than intuition. • Ability to navigate and influence complex organizations, balancing the needs of sales, marketing, product, and executive stakeholders while adapting to a rapidly changing environment. • Deep understanding of jobs-to-be-done methodology and ability to organize programs around customer problems rather than product features, with experience translating technical buyer needs into compelling digital experiences and offers. • Experience marketing to technical audiences (developers, DevOps engineers, security practitioners, platform engineers) with an understanding of how technical buyers evaluate tools and the importance of third-party validation over vendor claims. • Proven leadership skills suitable for a senior director-level role, with experience managing, mentoring, and developing high-performing teams across account-based marketing, campaign marketing, and paid media. • Strong understanding of how integrated digital campaigns, account-based marketing motions, and paid programs influence the buyer journey, pipeline creation, acceleration, and revenue outcomes. • Effective communication and interpersonal skills to build trusted relationships with senior internal leaders and cross-functional partners, including comfort engaging at the executive level on strategy, performance, and tradeoffs. • Capacity to work autonomously and asynchronously in a fully remote environment while staying aligned to shared goals, processes, and priorities across the broader GitLab team. • Familiarity with measuring the commercial impact of digital marketing, including pipeline influence, opportunity progression, and other performance metrics tied to regional and global objectives. The Digital Marketing team at GitLab is responsible for building and executing data-informed marketing strategies that create demand, accelerate pipeline, and grow revenue for our intelligent DevSecOps platform. This team plans and runs integrated digital programs across account-based marketing, campaigns, paid social, and paid media to reach and engage priority audiences throughout the buyer journey. Composed of experienced strategists and practitioners in ABM, demand generation, and digital channels distributed across multiple regions, the team operates to support global go-to-market priorities. They focus on designing high-impact programs for target accounts, partnering closely with sales and cross-functional stakeholders, and continuously optimizing digital investments based on performance and insights. The base salary range for this role’s listed level is currently for residents of the United States only. This range is intended to reflect the role's base salary rate in locations throughout the US. Grade level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, alignment with market data, and geographic location. The base salary range does not include any bonuses, equity, or benefits. See more information on our benefits and equity. Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary. United States Salary Range$184,800—$314,000 USD How GitLab will support you • Benefits to support your health, finances, and well-being • 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. Privacy Policy: Please review our Recruitment Privacy Policy. Your privacy is important to us. 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.