Business Systems Analyst, Marketing

An overview of this role

As a Business Systems Analyst, Marketing on GitLab's Lead to Cash team, you'll serve as the strategic bridge between our Marketing, Sales, and Partner teams and the technical execution across our go-to-market systems ecosystem. With a focus on Customer Relationship Management (CRM) and the Lead to Opportunity process, you'll analyze complex business needs, translate them into clear requirements, and help deliver scalable solutions that improve how we capture, route, and measure demand. Working with systems like Salesforce and Marketo (and closely with stakeholders who rely on these tools every day), you'll lead discovery, gap analysis, and change management to drive adoption and ensure our processes stay measurable, reliable, and aligned to business goals in GitLab's all-remote, values-driven environment.

What you'll do

• Partner with Marketing Operations and Partner or Channel stakeholders to understand goals, pain points, and priorities across the Go-To-Market systems ecosystem.
• Lead discovery sessions and requirements workshops to gather, document, and validate complex business requirements for new initiatives, system enhancements, and process improvements.
• Translate business needs into clear user stories, functional requirements, and success metrics that guide technical design and implementation.
• Conduct current-state and future-state assessments, including gap analysis, to recommend solutions that balance quick wins with scalable, long-term improvements.
• Support and optimize key Lead to Cash and Lead to Opportunity workflows across CRM and marketing technology, with a focus on improving efficiency, data quality, and reporting readiness.
• Collaborate closely with cross-functional teams (including Sales, Marketing, Partner teams, and IT) to align on process definitions, system behavior, and measurable outcomes.
• Drive change management activities that support adoption, including stakeholder communications, training support, and documentation.
• Track project progress, communicate updates and risks, and provide mentorship and guidance to junior analysts to support successful delivery.

What you'll bring

• 3+ years of experience as a Business Systems Analyst (or in a closely related role) supporting go-to-market systems, with a focus on Customer Relationship Management Experience as a Business Systems Analyst (or in a closely related role) supporting go-to-market systems, with a focus on customer relationship management (CRM) and marketing operations use cases.
• Hands-on experience working with platforms such as Salesforce and Marketo; familiarity with Configure, Price, Quote (CPQ) tools is a plus.
• Ability to gather, document, and analyze complex requirements from Marketing, Sales, and Partner teams, then translate them into clear, scalable system and process solutions.marketing, sales, and partner teams, then translate them into clear, scalable system and process solutions, including leading discovery sessions and requirements workshops, defining success metrics, and aligning stakeholders on outcomes.
• Strong analytical and problem-solving skills, including experience performing gap analysis between current-state processes and desired future state.
• Understanding of Lead to Cash (including Lead to Opportunity) processes, industry best practices, and emerging trends.
• Experience leading discovery sessions and requirements workshops, defining success metrics, and aligning stakeholders on outcomes.
• Strong communication skills, with the ability to explain technical concepts to non-technical audiences and present recommendations and project updates to senior stakeholders.stakeholders, including supporting change management to drive adoption.
• Knowledge of business analysis methodologies and the software development life cycle (SDLC); comfort working with Agile practices.
• Ability to drive change management to support the adoption of new processes and system implementations in a remote, asynchronous environment.
• Interest in coaching and mentoring other analysts; relevant certifications (for example, Certified Business Analysis Professional (CBAP) or Certified ScrumMaster (CSM)) are helpful but not required.

About the team

On GitLab's Lead to Cash team, we’re responsible for the systems and processes that power our customer journey, from initial marketing contact through revenue recognition. With a focus on Lead to Opportunity workflows, we partner closely with Marketing, Ecosystems, and Sales to turn business needs into scalable, measurable solutions across our go-to-market systems ecosystem. You'll join a fully remote, globally distributed team that collaborates asynchronously and documents how we work so stakeholders can understand decisions, requirements, and processes. We’re currently focused on optimizing marketing operations and partner and channel processes, improving end-to-end workflow clarity and data quality, and delivering system improvements that drive operational efficiency and business growth.