Why GitLab Is Scaling Sales Across EMEA and Hiring for Its Next Growth Chapter

Scale, variety and momentum.

That’s what defines the enterprise software landscape across Europe, the Middle East and Africa, according to Duncan Greenwood, vice president of enterprise sales for GitLab’s EMEA division. 

“This is a region with some of the world’s most innovative enterprises, fast-growing digital natives and highly-regulated industries, all united by the same reality: Software is now the primary engine of growth and differentiation,” he said. 

Greenwood believes that GitLab is the right organization to drive change across the EMEA tech scene, offering a platform that unifies the entire software development lifecycle, which he considers a must-have amid the continuous rise of AI and agentic-first engineering. 

“As customers look to consolidate tools, increase efficiency, and move faster with confidence, our relevance has never been stronger,” he said.

With such impactful software to sell, Greenwood is focused on finding more sales talent to strengthen his team in EMEA. He’s building a team culture rooted in trust, ambition and accountability, one in which customers are perceived as true partners rather than vendors. 

For Greenwood, it’s not GitLabs’ products that energizes him the most — it’s the people behind them. He said that the greatest challenge that lies ahead, and the opportunities that come with it, is harnessing the foundation that’s already in place, aligning the company’s people and culture, and preparing for a future shaped by “explosive growth.” 

“That intersection of transformation, technology, and people is where I do my best work — and it’s what led me here,” Greenwood said.

Below, Greenwood shares more about how he’s driving GitLab’s expansion in EMEA and what salespeople can expect on his team.

 

Duncan Greenwood’s Path to Leading Enterprise Sales at GitLab EMEA

My path to becoming VP for EMEA at GitLab has been shaped by a consistent theme: partnering with organizations at moments of meaningful transformation. Throughout my career, I’ve been drawn to companies that are evolving — not just scaling, but fundamentally rethinking how they operate, how they serve customers and how they prepare for what comes next.

GitLab is very much in one of those defining moments. 

I often describe it as moving from foundation to expansion. Building the foundation was about proving what’s possible: building an incredible platform and community that changed how software is developed. Expansion is about unlocking what comes next. With the rapid advancement of AI and agentic capabilities, we’re entering a phase where the software development lifecycle is being reimagined end to end.

What excites me most is the opportunity to help build an organization that’s truly ready for that future, one designed for scale, speed and impact. GitLab already has the most comprehensive platform in the software development lifecycle. The challenge — and the opportunity — is to harness that foundation, align our people and culture, and prepare for what we believe will be explosive growth. That intersection of transformation, technology, and people is where I do my best work — and it’s what led me here.

How GitLab Fits Into the Enterprise Software Landscape Across EMEA

The enterprise software landscape in EMEA is both dynamic and demanding right now. Organizations are balancing the need to accelerate digital transformation with the reality of constrained budgets, evolving talent models and a shifting competitive landscape. They are eager to adopt tools and platforms that help them deliver value faster, reduce complexity, and adapt to change — without introducing unnecessary risk.

At the same time, we’re seeing a real hunger for innovation. Across industries, leaders understand that software is no longer just an IT concern; it’s core to business strategy. This means development teams are under pressure to continuously deliver high-quality software while collaborating across increasingly distributed environments. In EMEA, that pressure intersects with local diversity in regulation, languages and business models, which only amplifies the complexity.

That’s where GitLab fits into the picture. GitLab is uniquely positioned to help organizations in EMEA modernize how they build software by unifying the entire software development lifecycle in a single platform. Instead of juggling fragmented tools — and all the inefficiencies that come with them — teams can accelerate delivery, strengthen security, and increase visibility without compromising autonomy.

In a market where speed, resilience and alignment are essential, GitLab isn’t just a productivity tool; it’s a strategic enabler. We empower organizations to innovate with confidence, scale effectively, and turn software delivery into a competitive advantage. 

 

Why the EMEA Market Is a Major Growth Opportunity for GitLab

What excites me most about the opportunity in EMEA is the combination of scale, variety and momentum. This is a region with some of the world’s most innovative enterprises, fast-growing digital natives and highly-regulated industries, all united by the same reality: Software is now the primary engine of growth and differentiation.

We’re at a moment where many organizations are moving beyond experimentation and into execution. AI, automation and modern DevSecOps practices are no longer “nice to have” — they’re becoming foundational. In EMEA, that shift is particularly powerful because companies are looking for platforms that help them move faster and operate responsibly, with strong governance, security and compliance built in.

GitLab’s opportunity lies in helping customers navigate that transition with confidence. Our single-platform approach reduces complexity at exactly the moment organizations are under pressure to do more with less. When you combine that with the rise of agentic and AI-driven workflows, the potential to transform how teams plan, build, secure, and deliver software is enormous.

What truly energizes me, though, is the human side of that opportunity. EMEA is rich in talent and perspective. Helping teams collaborate better, remove friction, and focus on meaningful outcomes, while preparing them for the next era of software development, is incredibly motivating. That’s where real, lasting impact is created.

 

 

Why Sales Professionals Are Choosing GitLab Right Now

For a sales professional thinking about their next move, what sets GitLab apart isn’t just the product — it’s the mission, culture, and market momentum behind it.

First, GitLab is uniquely positioned in the market with a single, unified platform that spans the entire software development lifecycle. That means we’re not selling another point solution; we’re driving real transformation for customers. Our platform solves complexity in a way that genuinely resonates with buyers, and that makes sales conversations strategic and rewarding rather than transactional.

Second, GitLab’s operating model is unlike anything else in the tech industry. It’s built around transparency, autonomy and cross-functional collaboration. For a sales professional, that translates into a culture where your voice matters, where you have a clear line of sight into how the company operates, and where you’re empowered to innovate in how you engage customers and close business.

Third, the opportunity in the market is massive. Organizations everywhere, especially in EMEA, are modernizing how they build and deliver software, and they’re looking for partners who can help them do that at scale. Whether it’s AI-driven workflows, DevSecOps or accelerating delivery speed, GitLab’s value proposition hits at the heart of what modern enterprises are prioritizing.

Finally, there’s a strong sense of purpose here. At GitLab, you’re part of a team that’s genuinely shaping the future of software development. For a sales professional who wants to grow their career, build lasting customer relationships, and contribute to something meaningful, GitLab isn’t just an option — it’s a platform for impact.

 

Why FY27 Is a Pivotal Moment to Join GitLab’s Sales Team

Heading into fiscal ’27, GitLab is at a genuinely pivotal moment in its journey — and that’s what makes this such a compelling time to join the team. We’re building on a strong foundation, but more importantly, we’re entering the next phase of growth and impact.

The market is evolving rapidly. AI and agentic capabilities are fundamentally changing how software is planned, built, secured, and delivered. GitLab is uniquely positioned to lead in this new era because we already provide the most comprehensive platform across the software development lifecycle. As customers look to consolidate tools, increase efficiency, and move faster with confidence, our relevance has never been stronger.

Internally, this is a period of focus and intentional investment. We’re scaling our teams, sharpening how we go to market, and ensuring we have the right structures, skills and culture in place to support long-term, sustainable growth. That creates an environment where people can step in, make an immediate impact, and grow alongside the business.

What excites me most is that this isn’t about incremental change — it’s about shaping what comes next. Joining GitLab as we head into fiscal ’27 means being part of a team that’s defining Act Two of the company’s story, with the opportunity to influence outcomes, build something enduring, and help customers succeed in a rapidly changing world.

 

What Sets GitLab Apart for Enterprise Sales Professionals

What GitLab offers salespeople that’s genuinely hard to find elsewhere is the opportunity to operate at the intersection of scale, substance and trust.

From a substance perspective, we have a platform that solves real, enterprise-level problems. Salespeople aren’t forced to stitch together a story across multiple products or defend unnecessary complexity. Instead, you’re able to have high-value conversations with senior leaders about outcomes — speed, security, efficiency and resilience — backed by a platform that delivers across the entire software development lifecycle.

GitLab also offers a level of transparency and alignment that’s rare in enterprise software. Our open operating model means sales teams have visibility into product direction, strategy and decision-making. That creates trust internally and externally, and it empowers salespeople to show up as informed, credible partners to their customers.

Just as importantly, GitLab invests in developing complete sales professionals. You’re encouraged to think beyond the deal, to understand customer challenges deeply, collaborate cross-functionally, and build long-term value. Autonomy and accountability go hand in hand here, which creates space for growth, ownership and impact.

 

The Sales Culture Duncan Greenwood Is Building Across EMEA

The sales culture I’m building in EMEA is grounded in trust, ambition and accountability.

At its core, I want us to be a team that customers see as true partners, not just vendors. That means leading with curiosity, deeply understanding customer challenges, and focusing on outcomes rather than transactions. We win by helping our customers win, and that requires credibility, preparation and a genuine commitment to adding value in every interaction.

Internally, the culture is one of empowerment and ownership. I believe strongly in giving people clarity on where we’re going and why it matters, then trusting them to figure out the “how.” High standards matter, but so does psychological safety. The best teams are those where people feel confident taking smart risks, learning quickly, and continuously raising the bar for themselves and each other.

Collaboration is another cornerstone. GitLab’s model only works when sales, product, marketing and customer success move together, and I want EMEA to be known for that alignment. We succeed as one team. Ultimately, the culture we’re building is about sustainable excellence, combining performance with integrity, ambition with humility, and results with purpose. That’s how we create long-term impact for our customers, our people and the business.

 

Career Growth and Advancement on GitLab’s EMEA Sales Team

Career growth on my team is intentional, visible and earned through impact. When someone joins today, they’re not stepping into a static role; they’re entering an environment designed to evolve as the business grows. As we move into the next phase of GitLab’s journey, there is a real opportunity to take on broader responsibility, develop new skills, and grow alongside the region. That might mean deepening expertise in enterprise selling, moving into leadership, or expanding into new markets or segments as EMEA continues to scale. Growth isn’t limited to a single path; it’s shaped by individual strengths, ambition, and the value someone consistently brings to the team.

Equally important is how we support that growth. We invest in coaching, feedback and clarity. People should always understand what “great” looks like and how to get there. I expect high standards, but I’m equally committed to creating the conditions where people can learn, stretch, and succeed. Ultimately, career growth here is about building something meaningful over time. If you’re someone who wants to be challenged, trusted and developed, while having a real impact on customers and the business, this is a place where your career can accelerate in a very real way.

 

What GitLab’s EMEA Sales Team Is Building Toward in FY27

In fiscal ’27, what excites me most is building a team that’s not only successful by the numbers, but recognized for how it achieves that success. From a business perspective, I’m excited to help establish EMEA as a consistently high-performing, predictable growth engine for GitLab. That means sharpening our execution, deepening our enterprise presence, and ensuring we’re delivering real, measurable value to our customers as they modernize their software development practices, particularly as AI and agentic workflows become mainstream.

Equally important is what we build internally. I want fiscal ’27 to be a year where we meaningfully raise the bar on sales excellence, developing leaders at every level, strengthening collaboration across functions, and creating a culture where accountability and ambition coexist with trust and transparency.

What truly motivates me, though, is seeing people grow. If at the end of fiscal ’27 we have team members who have stepped into bigger roles, expanded their impact, and feel proud of the part they’ve played in shaping GitLab’s next chapter, that will be a real success. For me, fiscal ’27 is about momentum — with purpose — and laying foundations that will support sustained growth well beyond a single year.

At GitLab, you’re not just selling software — you’re helping organizations transform. If you want impact, growth and purpose in your career, this is where top sales talent belongs.

 

 

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