Senior Director, Digital Marketing

An Overview of the role

As the Senior Director, Digital Marketing, you will play a critical role in GitLab's growth trajectory as we evolve from a DevSecOps platform to an intelligent orchestration platform for software teams and AI agents. You'll translate this positioning shift into digital programs that drive measurable pipeline growth while building the team's capacity to scale with clarity and speed.

Reporting to the VP of Growth Marketing as a key member of the leadership team, you will own the digital growth engine across account-based marketing, integrated campaigns, and paid media. You'll have direct accountability for pipeline generation, stage velocity improvements, and expansion revenue—working in close partnership with Sales to ensure joint ownership of outcomes, not just lead handoffs.

This role requires balancing strategic thinking with hands-on execution: you'll shape how GitLab competes in market, optimize significant paid media budgets through disciplined experimentation, and establish measurement frameworks that connect digital investments to business outcomes like pipeline by ICP segment, CAC/LTV economics, and attach rates for our AI capabilities.

In your first year, you will scale high-impact programs that showcase the value of GitLab Duo and our platform to key buying groups (VP Engineering, CISO, Platform Engineering leaders), while establishing experimentation rigor and Sales partnership models that can scale across regions. This is a unique opportunity to serve as a strategic partner and second-in-command within the Growth Marketing organization.

Some examples of our projects:

• Building and scaling targeted account-based marketing programs in close partnership with sales to influence pipeline and revenue in priority segments
• Designing and executing integrated global campaigns that combine content, paid media, email, and digital experiences to drive full-funnel impact across key industries and use cases

What you'll do

• Own and help elevate to the next stage the digital growth engine that delivers marketing-generated pipeline across ABM, integrated campaigns, and paid media, with clear accountability for pipeline quality, stage velocity, and expansion revenue, not just top-of-funnel volume.
• Establish and optimize measurement frameworks that move beyond vanity metrics to business outcomes: pipeline by ICP segment, stage velocity improvements, CAC/LTV economics, attach rates for Duo and Ultimate, and incrementality of channel investments through lift tests and MMM.
• Build deep, trusted partnerships with Sales leadership and field teams, establishing joint accountability for target account engagement, pipeline generation, and deal acceleration. This includes weekly pipeline reviews, shared success metrics (MQAs, stage conversion, win rates), and co-developed account strategies for top-tier opportunities.
• Drive a culture of disciplined experimentation across all digital programs, treating tests as products with clear hypotheses, success criteria, and learning documentation. Establish experimentation governance, baseline models for incrementality measurement, and rapid iteration cycles to optimize channel mix and budget allocation.
• Define, track, and optimize key performance indicators (KPIs) across digital channels, including account engagement, pipeline contribution, conversion rates, and return on ad spend, using data to guide investment decisions.
• Oversee and mentor the ABM and campaign marketing teams, providing clear strategic direction while empowering team members to experiment, iterate, and deliver high-impact programs.
• Own the digital campaign lifecycle, from strategy and planning through execution, optimization, and reporting, ensuring programs are scalable, measurable, and tied to clear business outcomes.
• Drive the use of insights from market trends, customer behavior, and sales feedback to inform digital messaging, content strategy, and channel mix, ensuring campaigns resonate with key personas in the DevSecOps space.
• Collaborate with the broader marketing organization to integrate digital tactics into global launches, field programs, and partner initiatives, ensuring consistent narratives and cohesive customer experiences across touchpoints.
• Foster a culture of continuous improvement and innovation across all digital efforts, testing new platforms, formats, and approaches while standardizing best practices and documentation for long-term scalability.

What you'll bring

• Deep experience building and scaling digital marketing strategies and programs in enterprise technology or SaaS, ideally in the DevSecOps space and across multiple markets.
• Proven ability to manage significant paid media budgets (ideally $5M+) with a track record of optimizing CAC/LTV through incrementality testing, geo-holdouts, and channel reallocation based on performance data rather than intuition.
• Ability to navigate and influence complex organizations, balancing the needs of sales, marketing, product, and executive stakeholders while adapting to a rapidly changing environment.
• Deep understanding of jobs-to-be-done methodology and ability to organize programs around customer problems rather than product features, with experience translating technical buyer needs into compelling digital experiences and offers.
• Experience marketing to technical audiences (developers, DevOps engineers, security practitioners, platform engineers) with an understanding of how technical buyers evaluate tools and the importance of third-party validation over vendor claims.
• Proven leadership skills suitable for a senior director-level role, with experience managing, mentoring, and developing high-performing teams across account-based marketing, campaign marketing, and paid media.
• Strong understanding of how integrated digital campaigns, account-based marketing motions, and paid programs influence the buyer journey, pipeline creation, acceleration, and revenue outcomes.
• Effective communication and interpersonal skills to build trusted relationships with senior internal leaders and cross-functional partners, including comfort engaging at the executive level on strategy, performance, and tradeoffs.
• Capacity to work autonomously and asynchronously in a fully remote environment while staying aligned to shared goals, processes, and priorities across the broader GitLab team.
• Familiarity with measuring the commercial impact of digital marketing, including pipeline influence, opportunity progression, and other performance metrics tied to regional and global objectives.

The Digital Marketing team at GitLab is responsible for building and executing data-informed marketing strategies that create demand, accelerate pipeline, and grow revenue for our intelligent DevSecOps platform. This team plans and runs integrated digital programs across account-based marketing, campaigns, paid social, and paid media to reach and engage priority audiences throughout the buyer journey. Composed of experienced strategists and practitioners in ABM, demand generation, and digital channels distributed across multiple regions, the team operates to support global go-to-market priorities. They focus on designing high-impact programs for target accounts, partnering closely with sales and cross-functional stakeholders, and continuously optimizing digital investments based on performance and insights.