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An overview of this role

This is a defining moment for GitLab's Global Campaigns function. As a Staff Marketing Campaigns Manager, you'll help shape the next chapter of how global campaigns are planned, run, and measured at GitLab, evolving the operating model for the function and proving it out through GitLab's most strategically important campaign motion: upsell and expansion. You'll partner closely with Product, Growth, Sales, and Marketing leadership to shape how the company drives product-led growth and expansion revenue globally, and you'll set the strategic and operational standards the broader campaigns organization runs on.

The right person sees a function ready for its next chapter and wants to help design what it becomes.

What you'll do

• Help define the next operating model for GitLab's Global Campaigns function, including how strategy is set, how programs are scoped and resourced, how performance is measured, and how the team partners with Product, Growth, and Regional Campaigns across geographies.
• Build the frameworks, playbooks, and measurement models that the broader campaigns organization will use to plan and execute at scale, evolving today's approaches into a more repeatable system designed for global reach.
• Own the strategic direction for GitLab's global upsell and expansion campaign portfolio, using it as the flagship proof point for the evolved operating model.
• Partner with Product Growth, Product Marketing, Sales, and Revenue leadership to shape expansion strategy upstream, influencing packaging, pricing motions, and go-to-market sequencing.
• Partner with Regional Campaigns, Localization, and international GTM leaders to ensure global campaigns are designed for regional activation, with the right adaptability built in for AMER, EMEA, APAC, and LATAM markets.
• Lead high-visibility integrated campaigns that span multiple product tiers, audiences, and geographies, including new motions where goals and success criteria still need to be defined.
• Own the analytics, experimentation, and budget strategy for expansion campaigns, including attribution, incrementality testing, funnel diagnostics, and the investment decisions that determine where campaign dollars drive the highest return.
• Set the bar for technical and strategic quality across the team, mentoring Senior and Lead campaign managers and raising the overall capability of the function.
• Represent Global Campaigns in executive forums, translating performance into clear business narratives and aligning leaders on expansion priorities across regions.

What you'll bring

• Deep B2B SaaS marketing experience, with a track record of leading integrated campaign strategy for product-led growth, customer expansion, or upsell motions.
• Direct experience evolving a marketing function's operating model, shaping how a team plans, executes, and measures its work, not just running campaigns within an existing system.
• Experience operating globally, with a track record of building or scaling campaigns across multiple regions and partnering effectively with regional GTM teams.
• A history of leading ambiguous, multi-quarter initiatives end to end, from identifying the opportunity through execution, measurement, and iteration.
• Proven ability to influence Product, Growth, Sales, and Marketing leaders at the VP and C-level, including shaping decisions well beyond direct ownership.
• Strong analytical depth combined with budget ownership, with hands-on use of attribution modeling, incrementality testing, cohort analysis, and funnel diagnostics to guide campaign investment decisions and reallocate spend toward what's working.
• Technical fluency with developer, DevOps, or platform engineering audiences, and the ability to translate technical value into campaign strategy that resonates.
• Experience setting standards for a marketing function, mentoring senior individual contributors, and raising the bar on strategic quality.
• Fluency working across modern marketing automation, CRM, and analytics stacks such as Marketo, Iterable, and Salesforce, applied to measurement and experimentation rather than execution.

• Experience in DevOps, developer tools, or open source ecosystems, preferred.
• A background that spans product marketing, growth, and lifecycle marketing, preferred.
• Having been a key contributor on a prior team that strengthened how its campaigns function operated, preferred.

About the team

The Marketing Campaigns team at GitLab is entering its next chapter. As GitLab invests more deeply in product-led growth and expansion, we're evolving how a global campaigns function should operate, how it partners with Product and Growth, how it measures impact, and how it scales repeatable motions across regions. This role joins the Global Campaigns team to help shape what comes next.

The team is split into two closely connected groups: Global Campaigns, which owns integrated strategy tied to product and go-to-market priorities, and Regional Campaigns, which activates those strategies in market to drive pipeline. We work at the intersection of strategy, messaging, and measurable business impact, and we're a strong fit for someone who wants to help shape how a global campaigns function operates while contributing to GitLab's mission to enable everyone to contribute to and co-create the software that powers our world.