Director, Social Media

An overview of this role

As Director, Social Media, you'll lead GitLab's global social media strategy and help people understand how GitLab is co-creating the future of software development. The role shapes how GitLab shows up across social channels, connecting our company, product, and employer stories, to build meaningful engagement with customers, users, contributors, candidates, and industry audiences. Expect to set clear priorities, guide execution, and use insights to strengthen GitLab's voice and business impact. You'll own the outcomes of GitLab's social function — strategy, budget, team development, tooling, and results — and serve as GitLab's senior-most voice on social strategy with executive stakeholders.

This is a player-coach role. You'll set the strategy and stay close enough to the work to write, build, and ship alongside the team. Two Social Media Managers report to the head of corporate communication and work with you on a dotted-line basis. You'll set their strategic direction, raise the editorial and craft bar, and develop them as practitioners, including goal-setting, feedback, and career development in partnership with their manager. Influence matters in this role, which is why it calls for someone who has already led and grown social practitioners. 

What you’ll do

• Own the performance of GitLab's social function and its contribution to marketing and business goals.
• Lead GitLab's global organic social media strategy, channel plans, and editorial priorities.
• Own GitLab's YouTube strategy end to end — channel architecture, programming and series development, long- and short-form video, packaging (titles, thumbnails, metadata), search and recommendation optimization, and subscriber and watch-time growth.
• Partner with Growth Marketing on paid social, including briefing creative, aligning organic and paid on shared audiences and messaging, informing boosting and amplification decisions, and connecting paid performance back to organic strategy.
• Develop clear, audience-focused campaigns that support company, product, brand, and talent goals.
• Guide content planning and publishing across social channels while maintaining a consistent GitLab voice.
• Own the social media budget, tooling stack, and agency, freelance, and production partner relationships.
• Partner with teams across Marketing, Communications, Product, Sales, Tal