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Lead Product Marketing Manager, AI

Remote, Canada; Remote, US

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

As the Lead Product Marketing Manager, AI at GitLab, you'll shape how we bring our AI story to market across the software development lifecycle. You'll lead the narrative for GitLab Duo Agent Platform and related AI capabilities, helping customers understand how GitLab supports software teams and their AI agents in one platform. This role sits at the intersection of product, market insight, and revenue strategy, with a strong focus on positioning, messaging, launches, and monetization for AI offerings.

You'll work with significant autonomy while partnering closely with Product Management, Engineering, Sales, Customer Success, and Marketing. Your work will help define how GitLab addresses customer challenges like fragmented AI tooling, disconnected workflows, and the gap between faster coding and faster software delivery. In your first year, you'll help refine our AI value proposition, strengthen how we speak to platform engineering and technology leaders, and turn market insight into repeatable go-to-market motions that support adoption and growth.

Some examples of our projects:

  • Developing and launching go-to-market strategies for GitLab Duo Agent Platform and AI offerings.
  • Creating persona-based messaging for organizations moving from individual AI coding tools to team and agent collaboration across the software lifecycle.
  • Building thought leadership around intelligent orchestration, unified workflows, and how teams stay in flow with AI agents.
  • Supporting launches for new AI capabilities, agentic workflows, and related monetization approaches.

What you'll do

  • Collaborate on an end-to-end GTM strategy and execution for GitLab Duo Agent Platform and AI capabilities, emphasizing how intelligent orchestration enables software teams and their AI agents to stay in flow across the complete software lifecycle—addressing the "AI Paradox" where faster coding doesn't translate to faster delivery when the rest of the lifecycle remains fragmented.
  • Lead positioning and narrative for GitLab's AI capabilities, articulating how we bring software teams and their AI agents together, eliminate gaps between traditionally-manual software lifecycle stages, and unify DevOps, Security, and AI workflows into a single orchestrated system where teams orchestrate from above while agents execute within.
  • Develop and execute go-to-market strategies for usage-based AI monetization and consumption-based offerings that demonstrate clear customer value.
  • Partner with Product Management, Sales, Customer Success, and Engineering to understand how customers are navigating AI modernization journeys, validate market problems around toolchain fragmentation and tool-specific AI agents, and translate them into clear messaging, revenue plays, pricing strategies, and launch priorities.
  • Build and continuously refine compelling positioning and messaging for AI capabilities, including persona-specific content for platform engineering leaders, DevOps directors, technology executives, and developer teams.
  • Define and execute comprehensive go-to-market plans for new AI capabilities, agents, workflows, and usage-based offerings, ensuring launches are timely, impactful, and tightly aligned with sales, field marketing, partner ecosystem, and digital marketing motions while delivering measurable pipeline and revenue impact.
  • Serve as the subject matter expert for AI and intelligent orchestration within Product Marketing, synthesizing analyst feedback, market trends, competitive insights, and customer proof points into differentiated narratives that position GitLab's architectural advantages over AI coding tools and fragmented toolchain approaches.
  • Create and maintain high-impact sales enablement materials such as pitches, playbooks, FAQs, objection-handling guides, use case libraries, and pricing and packaging comparison guides that help scale AI-focused sales motions and accelerate deal velocity.
  • Build emerging external thought leadership in AI for software teams through speaking engagements, content programs, analyst briefings, and other opportunities that highlight our position as the intelligent orchestration platform where teams stay in flow with their AI agents.
  • Partner with Product Marketing Managers on AI positioning, usage-based monetization, and go-to-market strategies within your area of expertise.
  • Lead complex, cross-functional initiatives involving sales, product, growth, and marketing teams to drive AI adoption and revenue.

What you'll bring

  • Strong product marketing experience owning complex, technical B2B SaaS products from discovery through launch, with proven success in usage-based monetization, consumption pricing models, and go-to-market strategies that drive measurable revenue impact in AI or developer tools markets.
  • Deep understanding of AI/ML technologies, agentic workflows, LLM orchestration, and the software development lifecycle, with practical exposure to capabilities such as AI coding assistants, agentic automation, multi-agent systems, Model Context Protocol (MCP), and intelligent orchestration concepts.
  • Experience across multiple domains within DevSecOps, enabling you to position AI capabilities across the complete software lifecycle from planning through deployment and operations.
  • Proven experience positioning platform solutions with ability to articulate architectural advantages of unified platforms with complete context over fragmented toolchains with tool-specific AI agents.
  • Strong understanding of key personas including platform engineering leaders, DevOps directors, AI/ML leaders, and developers, and how they evaluate, purchase, and adopt AI solutions across different organizational AI maturity levels (evaluating AI, using AI coding tools, AI-first organizations).
  • Experience working with large B2B enterprise customers navigating AI transformation, translating their challenges with fragmented trust, context, regulations, and budgets into clear positioning, differentiated messaging, and scalable go-to-market strategies.
  • Track record of successfully launching new products, usage-based pricing models, or consumption-based offerings, including defining monetization strategy, coordinating partner ecosystem activities, and measuring business impact through pipeline generation, usage metrics, and revenue growth.
  • Ability to synthesize qualitative feedback, product usage data, win/loss analysis, and market research into clear, actionable messaging frameworks, pricing recommendations, consumption model optimization, and revenue plays that address both technical and business buyer needs.
  • Strong written and verbal communication skills, with ability to explain complex AI concepts (agentic workflows, unified data models, intelligent orchestration, MCP integration) to both technical and non-technical audiences through presentations, content, and enablement materials.
  • Familiarity with AI coding tools landscape and ability to position GitLab's team-level orchestration across the complete software lifecycle.
  • Strategic thinking about market opportunities in AI for software teams, competitive positioning against both AI coding tools and DevOps platforms, and business model innovation around usage-based pricing that demonstrates clear customer value.
  • Proven experience being self-directed and working with minimal supervision, able to coordinate across many teams and lead cross-functional initiatives.
  • Data-driven approach, using data to measure results, inform decision-making, and develop strategy.
  • Openness to learning, with transferable skills from related areas such as MLOps, platform engineering, or developer experience, and a self-directed approach to staying current on AI industry trends, agentic AI developments, and enterprise AI adoption patterns.

About the team

The Core Platform Product Marketing team leads how we position and grow GitLab's intelligent orchestration capabilities and Duo Agent Platform. You'll join a highly collaborative group of experienced product marketers who share context, support each other's launches, and turn customer and market insights into clearer storytelling around the AI modernization journey. As a Lead Product Marketing Manager, AI, you'll operate as a senior contributor within this team, partnering with other Product Marketing Managers, driving monetization strategy for usage-based AI offerings, and helping to shape how we bring agentic workflows and team-agent collaboration to market.

You'll work with peers who focus on different parts of the platform (DevOps, Security) to share best practices, coordinate priorities around the three modernization journeys (DevOps, Security, AI), and learn from each other's launches. As a team, we're focused on improving how we support sales and customer-facing teams, measure the impact of AI investments, demonstrate ROI through usage metrics and cost savings, and continuously refine how we collaborate to position GitLab as the intelligent orchestration platform where teams stay in flow with their AI agents and ship software faster.

The base salary range for this role’s listed level is currently for residents of the United States only. This range is intended to reflect the role's base salary rate in locations throughout the US. Grade level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, alignment with market data, and geographic location. The base salary range does not include any bonuses, equity, or benefits. See more information on our benefits and equity. Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary.

United States Salary Range

$139,200 - $196,000 USD

How GitLab will support you

Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, studies have shown that people from underrepresented groups are less likely to apply to a job unless they meet every single qualification. If you're excited about this role, please apply and allow our recruiters to assess your application.

Country Hiring Guidelines: GitLab hires new team members in countries around the world. All of our roles are remote, however some roles may carry specific location-based eligibility requirements. Our Talent Acquisition team can help answer any questions about location after starting the recruiting process.  

Privacy Policy: Please review our Recruitment Privacy Policy. Your privacy is important to us.

GitLab is proud to be an equal opportunity workplace and is an affirmative action employer. GitLab’s policies and practices relating to recruitment, employment, career development and advancement, promotion, and retirement are based solely on merit, regardless of race, color, religion, ancestry, sex (including pregnancy, lactation, sexual orientation, gender identity, or gender expression), national origin, age, citizenship, marital status, mental or physical disability, genetic information (including family medical history), discharge status from the military, protected veteran status (which includes disabled veterans, recently separated veterans, active duty wartime or campaign badge veterans, and Armed Forces service medal veterans), or any other basis protected by law. GitLab will not tolerate discrimination or harassment based on any of these characteristics. See also GitLab’s EEO Policy and EEO is the Law. If you have a disability or special need that requires accommodation, please let us know during the recruiting process.

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