Principal Product Marketing Manager

An overview of this role

As a Principal Product Marketing Manager for GitLab AI solutions, you will work closely with our marketing, product management, engineering, and sales teams to grow GitLab’s footprint in the market. You’ll be a key contributor on our Product Marketing Team and drive the pitch, the revenue plays, the proof points and the go-to-market plan to help us achieve our business objectives. The GitLab AI PMM covers our AI-powered DevSecOps products, including Duo, Duo with Q (joint AWS offering) and future products currently in development. You’ll partner closely with other PMMs on our team who are the subject matter experts for platform, security, CI/CD, agile planning and other areas.

What you’ll do

Deliver the Pitch: Messaging, Positioning & Content 

• Develop compelling messaging and differentiation to position GitLab as the leading AI-powered DevSecOps platform in the market

• Craft persona-specific messaging for key target audiences, including buyer, influencer and user personas

• Build compelling product pitches and thought leadership narratives that tell our story through various forms of communication (blogs, whitepapers, videos, presentations, etc)

• Conduct research on customer pain points, market trends and competitive alternatives to inform our point of view

Coach the Play: Demand gen and revenue plays

• Partner with our field and digital marketing teams to build impactful demand gen campaigns and revenue plays

• Create and deliver sales enablement materials, playbooks, FAQs, and objection-handling guides.

• Serve as liaison between field, BDRs and Marketing to identify gaps and roadblocks converting pipeline to revenue

Own the Proof: Voice of the customer & voice of the industry

• Serve as the voice of the customer, understand their pain points and align them with GitLab’s solutions.

• Distill win-wires and customer success into repeatable sales motions to help scale the business

• Educate industry analysts (aka voice of the industry) on our value and differentiation on an ongoing basis; capture analyst sentiment and proof points to demonstrate market leadership

• Partner with our Business Value team to build total cost of ownership and business value calculations

Drive the Plan: Go-to-Market Strategy

• Develop customer segmentation, buyer personas and target audiences using a data-driven approach

• Define route-to-market and monetization, upsell and expansion strategy for our commercial offerings, and build effective price and packaging collateral

• Own and drive the launch plan for the annual platform launch, such as GitLab 17, and smaller releases with meaningful bookings impact

What you’ll bring

• 10+ years of experience in product marketing, product management, developer relations, or related fields, with a strong emphasis on B2B environments.

• 5+ years of marketing or go-to-market experience, particularly in roles focused on developer products or technology solutions, including AI applications.

• Exceptional verbal and written communication skills, with a proven ability to translate complex technical concepts into clear, compelling narratives for technical audiences.

• Strong project management capabilities, adept at coordinating multiple workstreams and fostering collaboration across diverse teams.

• In-depth understanding of developers' needs and preferences, with a track record of engaging and advocating for the developer community.

• Experience in software, technology, or financial services industries, particularly with developer tools and AI innovations.

• Familiarity with DevSecOps products and the ability to leverage this knowledge to drive strategic marketing initiatives.

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