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 the rate of human progress. This mission is integral to our culture, influencing how we hire, build products, and lead our industry. We make this possible at GitLab by running our operations on our product and staying aligned with our values. Learn more about Life at GitLab.
Thanks to products like Duo Enterprise, and Duo Workflow, customers get the benefit of AI 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. All team members are encouraged and expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact across our global organisation.
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
The base salary range for this role’s listed level is currently for residents of listed locations only. 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, and alignment with market data. 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.
California/Colorado/Hawaii/New Jersey/New York/Washington/DC/Illinois/Minnesota pay range
$123,200—$264,000 USD
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.
What the Team is Saying
GitLab Compensation & Benefits Highlights
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Healthcare Strength — Health coverage includes multiple national medical plan options (Cigna EPO/HDHP/PPO and Kaiser in select areas) with separate dental and vision, alongside EAP and dedicated mental‑health support. Company‑paid life/AD&D and disability protections further strengthen the overall safety net.
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Parental & Family Support — Paid parental leave offers 16 weeks at 100% of base pay from day one, with flexibility to use leave in segments and a supported ramp‑back period. Coaching and resources for new parents add structure to planning and return.
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Leave & Time Off Breadth — Flexible Paid Time Off is complemented by defined sick, caregiving, bereavement, volunteer, and civic leave options. Public holidays are handled flexibly so individuals can observe dates most relevant to them.
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What We Do
GitLab is the Intelligent Orchestration Platform where software teams and their AI agents stay in flow to amplify their capacity for innovation. Together, they automate repetitive tasks to plan, build, secure, test, deploy and maintain software. With GitLab, software teams spend less time on coordination overhead and more time on the next big idea. What started in 2011 as an open source project to help one team of programmers collaborate is now the intelligent orchestration platform millions of people use to deliver software faster, more efficiently, while strengthening security and compliance. Since the beginning, we've been firm believers in remote work, open source, DevSecOps, and iteration. We get up and log on in the morning to work alongside the GitLab community to deliver new innovations every month that help teams and their AI agents ship great code faster.
Why Work With Us
GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Co-create the future with us as we build technology that transforms how the world develops software.
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All-remote means that each individual in the organization is empowered to work and live where they are most fulfilled; it makes it clear that every team member is equal. No one, not even the executive team, meets in-person on a daily basis.
