GitLab is the intelligent orchestration platform for DevSecOps. GitLab enables organizations to increase developer productivity, improve operational efficiency, reduce security and compliance risk, and accelerate digital transformation. More than 50 million registered users and more than 50% of the Fortune 100* trust GitLab to ship better, more secure software faster.
The same principles built into our products are reflected in how our team works: we embrace AI as a core productivity multiplier, with all team members expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact. GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Our high-performance culture is driven by our values and continuous knowledge exchange, enabling our team members to reach their full potential while collaborating with industry leaders to solve complex problems. Co-create the future with us as we build technology that transforms how the world develops software.
*Fortune 500® is a registered trademark of Fortune Media IP Limited, used under license. Claim based on GitLab data. Fortune 100 refers to the top 20% ranked companies in the 2025 Fortune 500 list, published in June 2025. Fortune and Fortune Media IP Limited are not affiliated with, and do not endorse products or services of GitLab.
An overview of this role
The Senior Lifecycle Marketing Manager is responsible for strategizing, executing, and optimizing data-driven lifecycle communications for GitLab’s product-led and self-service audiences. This role collaborates with Product Growth, SMB Sales, Marketing Ops, Data, Product Marketing, Campaigns, and regional teams to plan and prioritize programs that engage free, trial, self-managed, and self-service users and guide them toward activation, conversion, and revenue growth. They will focus on leveraging audience data, product signals, cross-team collaboration, and continuous testing to improve lifecycle performance and scale effective programs.
What You’ll Do
- Create, monitor, and improve automated lifecycle journeys and triggers with static and dynamic content to help educate, activate, and convert product-led and self-service users.
- Lead the creation and implementation of lifecycle campaigns from conception through execution, including planning, copywriting, segmentation, testing, QA, launch, and performance optimization.
- Develop programs that support free-to-paid, trial-to-paid, self-managed-to-paid, and sales-assisted conversion paths.
- Lead lifecycle campaigns from planning through launch, including copywriting, segmentation, testing, QA, execution, and performance analysis.
- Partner with Product Growth, SMB Sales, Marketing Ops, Data, Product Marketing, Campaigns, and regional teams to align on audience strategy, messaging, handoffs, and measurement.
- Use performance insights to identify gaps, recommend improvements, and continuously optimize lifecycle programs.
- Act as an email marketing SME, helping the team apply best practices across creative, segmentation, personalization, deliverability, testing, and execution.
What You’ll Bring
- 5+ years of lifecycle, email, CRM, or growth marketing experience, preferably at a B2B SaaS or product-led growth company.
- Strong experience building and optimizing nurture programs, automated journeys, and trigger-based lifecycle campaigns.
- Experience supporting onboarding, activation, engagement, conversion, or self-service revenue programs.
- Expertise in Marketo or Iterable, including audience segmentation, smart lists, email templates, dynamic content, testing, and QA.
- Strong email marketing expe
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