📌 Core Information
🔹 Job Title: Senior Marketing Campaign Manager
🔹 Company: GitLab
🔹 Location: Remote, Canada / Remote, US
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: June 27, 2025
🔹 Experience Level: 4-7+ years
🔹 Remote Status: Remote (Global)
🚀 Job Overview
Key aspects of this role include:
- Driving upsell revenue through integrated marketing campaigns
- Collaborating with cross-functional teams (Product Growth, Product Marketing, Sales)
- Developing and executing data-driven campaign strategies
- Optimizing campaigns through A/B testing and performance analysis
- Championing global scalability and localization
ASSUMPTION: This role requires a strategic mindset, strong project management skills, and the ability to work effectively in a remote, global environment.
📋 Key Responsibilities
✅ Own and lead global, data-driven marketing campaign strategy to drive product adoption and upsell revenue from existing users across GitLab’s product tiers.
✅ Collaborate with Product Growth, Product Marketing, and Sales to align on product roadmap, launch timelines, and upsell opportunities — ensuring timely and relevant messaging in all campaigns.
✅ Develop integrated campaign briefs including personas, segmentation, value messaging, funnel-stage content strategy, and performance KPIs.
✅ Design, project manage and host compelling webcasts and product demos that educate users about the value of upgrading.
✅ Collaborate with Content, Lifecycle, and Paid Media teams to create and activate campaign assets across all channels, ensuring consistent messaging and a cohesive user journey.
✅ Analyze performance data, optimize campaigns through A/B testing and iteration, and communicate results with stakeholders through regular reporting.
✅ Champion global scalability, working with regional and localization teams to localize messaging and content for specific markets when needed.
ASSUMPTION: This role requires strong analytical skills, attention to detail, and the ability to manage multiple projects and stakeholders.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience).
Experience: 4-7+ years of experience in developing multi-channel campaign strategies at a B2B SaaS company, with a focus on driving upsell and expansion.
Required Skills:
- Proven track record in developing multi-channel campaign strategies and corresponding bill of materials at a B2B SaaS company, with a focus on driving upsell and expansion
- Experience engaging technical audiences (e.g., developers, DevOps, IT buyers) in a product-led growth (PLG) model
- Strong project management and cross-functional collaboration skills, especially across marketing, product, and sales teams
- Excellent copywriting and editing abilities, with a focus on translating product features into user-focused benefits
- Strong campaign analytics skills, with experience in A/B testing, funnel optimization, and data-informed decision-making
- Self-starter mindset with the ability to manage multiple projects and meet tight deadlines with minimal supervision
- Proficient with marketing automation and CRM tools, including Marketo, Iterable, and Salesforce
Preferred Skills:
- Product marketing and content marketing experience
- Knowledge of GitLab, DevOps tools, or open-source communities
- Experience working with teams in different regions
ASSUMPTION: This role requires a strong understanding of B2B SaaS marketing, funnel strategy, and messaging frameworks.
💰 Compensation & Benefits
Salary Range: $94,100 - $201,600 USD (for residents of California, Colorado, Hawaii, New Jersey, New York, Washington, DC, Illinois, Minnesota)
Benefits:
- 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
Working Hours: Full-time (40 hours/week)
ASSUMPTION: GitLab's compensation and benefits packages are competitive and designed to support the well-being of their global team.
📌 Applicant Insights
🔍 Company Context
Industry: IT Services and IT Consulting
Company Size: 1,001-5,000 employees
Founded: 2014
Company Description:
- GitLab is a complete DevOps platform, delivered as a single application, fundamentally changing the way Development, Security, and Ops teams collaborate and build software.
- GitLab helps teams improve cycle time, reduce development costs, and increase developer productivity.
- As the world's largest all-remote company, GitLab has team members located in more than 65 countries.
Company Specialties:
- DevOps
- IT Services and Consulting
- Software Development
Company Website: https://about.gitlab.com
ASSUMPTION: GitLab's all-remote work environment offers unique opportunities for global collaboration and flexibility.
📊 Role Analysis
Career Level: Mid-Senior level role with potential for growth and leadership opportunities.
Reporting Structure: This role reports directly to the Director of Global Campaigns and collaborates closely with cross-functional teams.
Work Arrangement: Remote (Global) with flexible hours and the ability to work asynchronously.
Growth Opportunities:
- Potential to lead and mentor junior team members as the team grows
- Opportunities to expand responsibilities based on performance and business needs
- Access to GitLab's Growth and Development Fund for professional growth and skill development
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a substantial impact on GitLab's marketing efforts and business success.
🌍 Location & Work Environment
Office Type: Fully remote with no physical office location.
Office Location(s): N/A
Geographic Context:
- GitLab's remote workforce is spread across more than 65 countries, fostering a diverse and global perspective.
- The company's headquarters is in San Francisco, California, but the majority of team members work remotely.
Work Schedule: Flexible, with the ability to work asynchronously and manage your own time.
ASSUMPTION: GitLab's remote work environment requires strong self-motivation, time management, and communication skills.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening with the Talent Acquisition team
- Technical assessment or case study
- Interview with the hiring manager and/or team members
- Final interview with the Director of Global Campaigns
- Background check and offer extension
Key Assessment Areas:
- Campaign strategy and execution
- Data analysis and A/B testing
- Cross-functional collaboration and communication
- Problem-solving and adaptability
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Demonstrate your understanding of GitLab's products, target audience, and marketing goals
- Showcase your ability to work effectively in a remote, global environment
- Prepare for behavioral and situational interview questions that focus on your campaign management experience and problem-solving skills
ATS Keywords: Marketing Campaign Strategy, B2B SaaS, Product Marketing, Content Marketing, Project Management, Cross-Functional Collaboration, Copywriting, Campaign Analytics, A/B Testing, Data-Informed Decision-Making, Marketing Automation, CRM Tools, Self-Starter Mindset, Technical Audience Engagement, Upsell Revenue Generation, Funnel Optimization
ASSUMPTION: GitLab's interview process is designed to assess both technical skills and cultural fit, with a focus on problem-solving and adaptability.
🛠️ Tools & Technologies
- Marketo
- Iterable
- Salesforce
- GitLab's internal tools and platforms
- Project management software (e.g., Asana, Jira, Trello)
- Collaboration and communication tools (e.g., Slack, Microsoft Teams)
ASSUMPTION: GitLab's tech stack is designed to support remote collaboration and productivity, with a focus on project management and communication tools.
👔 Cultural Fit Considerations
Company Values:
- Collaboration: Build with, learn from, and celebrate with your team
- Results: Focus on the outcome, not the output
- Efficiency: Get better results with fewer resources
- Diversity, Inclusion & Belonging: Create a space where people from all backgrounds can contribute and succeed
- Iteration: Learn, adapt, and improve continuously
Work Style:
- Remote-first and asynchronous, with a focus on results and outcomes
- Collaborative and inclusive, with a strong emphasis on teamwork and open communication
- Data-driven and iterative, with a focus on continuous improvement
Self-Assessment Questions:
- How do you ensure clear and consistent messaging across multiple channels and touchpoints?
- Can you provide an example of a successful campaign you've managed, and how you optimized it based on performance data?
- How do you balance the need for global consistency with the need for regional localization in marketing campaigns?
ASSUMPTION: GitLab's company culture values collaboration, results, efficiency, diversity, inclusion, and iteration, with a strong emphasis on remote work and data-driven decision-making.
⚠️ Potential Challenges
- Managing multiple projects and stakeholders in a remote, global environment
- Balancing global consistency with regional localization in marketing campaigns
- Adapting to changes in product roadmaps, launch timelines, and upsell opportunities
- Keeping up with industry trends and best practices in marketing automation and CRM tools
ASSUMPTION: GitLab's remote work environment and global customer base present unique challenges and opportunities for marketing campaign managers.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses on driving upsell revenue from existing users rather than acquiring new customers
- GitLab's all-remote work environment requires strong self-motivation, time management, and communication skills
- This role offers significant growth potential, with opportunities to lead and mentor junior team members as the team grows
ASSUMPTION: This role is unique in its focus on upsell revenue generation and global scalability, with a strong emphasis on remote work and data-driven decision-making.
📝 Sample Projects
- Developing and executing a global campaign to launch a new product tier and drive user upgrades
- Optimizing a regional campaign to improve open rates and click-through rates based on performance data
- Collaborating with the Product Marketing team to create targeted content for specific user segments
ASSUMPTION: GitLab's marketing campaigns require a deep understanding of the product, target audience, and business goals, with a focus on data-driven optimization and iteration.
❓ Key Questions to Ask During Interview
- Can you describe the typical timeline for product launches and how marketing campaigns are integrated with these timelines?
- How does the marketing team collaborate with the Product Growth and Product Marketing teams to ensure consistent messaging and alignment with product roadmaps?
- Can you provide an example of a successful campaign that was localized for specific regions, and how you measured its effectiveness?
- How does GitLab support the professional growth and development of its marketing team members?
- What are the key performance indicators (KPIs) used to measure the success of marketing campaigns, and how are these KPIs communicated to stakeholders?
ASSUMPTION: Asking thoughtful questions during the interview process demonstrates your interest in the role and commitment to understanding GitLab's marketing strategies and goals.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions that focus on your campaign management experience and problem-solving skills
- Research GitLab's products, target audience, and marketing goals to demonstrate your understanding of the role and company
- Follow up with the GitLab Talent Acquisition team after one week if you haven't heard back about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
