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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.

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An overview of this role

The Senior Lifecycle Marketing Manager is responsible for strategizing, executing, and optimizing data-driven lifecycle communications for GitLab’s product-led and self-service audiences. This role collaborates with Product Growth, SMB Sales, Marketing Ops, Data, Product Marketing, Campaigns, and regional teams to plan and prioritize programs that engage free, trial, self-managed, and self-service users and guide them toward activation, conversion, and revenue growth. They will focus on leveraging audience data, product signals, cross-team collaboration, and continuous testing to improve lifecycle performance and scale effective programs.

What You’ll Do

• Create, monitor, and improve automated lifecycle journeys and triggers with static and dynamic content to help educate, activate, and convert product-led and self-service users.
• Lead the creation and implementation of lifecycle campaigns from conception through execution, including planning, copywriting, segmentation, testing, QA, launch, and performance optimization.
• Develop programs that support free-to-paid, trial-to-paid, self-managed-to-paid, and sales-assisted conversion paths.
• Lead lifecycle campaigns from planning through launch, including copywriting, segmentation, testing, QA, execution, and performance analysis.
• Partner with Product Growth, SMB Sales, Marketing Ops, Data, Product Marketing, Campaigns, and regional teams to align on audience strategy, messaging, handoffs, and measurement.
• Use performance insights to identify gaps, recommend improvements, and continuously optimize lifecycle programs.
• Act as an email marketing SME, helping the team apply best practices across creative, segmentation, personalization, deliverability, testing, and execution.

What You’ll Bring

• 5+ years of lifecycle, email, CRM, or growth marketing experience, preferably at a B2B SaaS or product-led growth company.
• Strong experience building and optimizing nurture programs, automated journeys, and trigger-based lifecycle campaigns.
• Experience supporting onboarding, activation, engagement, conversion, or self-service revenue programs.
• Expertise in Marketo or Iterable, including audience segmentation, smart lists, email templates, dynamic content, testing, and QA.
• Strong email marketing expertise, including copywriting, editing, personalization, experimentation, and performance optimization.
• Experience using campaign, funnel, or product engagement data to identify opportunities and improve results.
• Strong cross-functional coordination skills, with experience partnering across Growth, Sales, Marketing Ops, Data, Product Marketing, and regional teams.
• High attention to detail across audience logic, segmentation, QA, personalization, localization, and reporting.
• Working knowledge of HTML and CSS for email design or troubleshooting.

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.

How GitLab Supports Full-Time Employees

• 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

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.