Lifecycle Marketing Manager

An overview of this role

As the Staff Lifecycle Marketing Manager, you'll own the lifecycle communications strategy for GitLab prospects, from planning and segmentation through execution and optimization. You'll work closely with Campaigns, Marketing Ops, Data Analytics, Product Marketing, Field, and Events to prioritize and deliver programs that engage prospects and move them through the buyer lifecycle. This is a senior IC role, meaning you'll drive strategy while staying hands-on across copy, segmentation, QA, testing, launch, and reporting. You'll use data-driven insights and continuous testing to improve prospect engagement, funnel progression, and revenue growth, and you'll help set the standard for how the team approaches email as a channel.

What You’ll Do  

• Create, monitor, and improve complex automated campaign journeys and triggers with static and dynamic content to help educate and motivate prospective customers across their buyer journey
• Lead the creation and implementation of lifecycle marketing campaigns from conception through execution, including planning, copywriting, segmentation, testing, QA, and launch, with a focus on personalization and performance optimization
• Develop communication plans for key opportunities to engage with GitLab, including live events, webcasts, workshops, and priority campaigns.
• Collaborate with marketing operations, data analytics, product marketing, campaigns, content marketing, and regional teams to create cohesive messaging across different channels
• Use data-driven insights to review and refine campaigns, supporting decisions with clear data analysis and regularly communicate/act on performance insights
• Act as an email marketing SME: ‘Speak’ (live and breathe) email and help the team learn how to incorporate best practices into all planning, decisions and execution – from creative to segmentation to deliverability 

What You’ll Bring 

• 7+ years experience in lifecycle, email, CRM, or growth marketing at a B2B SaaS technology company, preferably targeting enterprise IT buyer and software developer customer personas
• Strong experience building and optimizing nurture programs, automated journeys, and lifecycle campaigns that support prospect education, engagement, and funnel progression
• Expertise in Marketo for marketing automation, both in audience segmentation (smartlists) and in the use of email templates, Marketo modules, and dynamic content
• Experience using campaign and funnel performance data to identify opportunities, make recommendations, and improve results.
• Strong internal communication and cross-functional coordination skills 
• High attention to detail across audience logic, segmentation, QA, localization, and reporting
• Working knowledge of HTML and CSS for email design and troubleshooting
• Bonus points to have experience working with teams in different regions and localizing for different markets

About the team

The Lifecycle Marketing team creates personalized, scalable programs to engage prospects, customers, and users at every stage of their journey. Our goal is to showcase GitLab's value, empower effective product use, and drive meaningful connections through touchpoints like sales meetings, events, and webinars. We own the email channel, one of GitLab's most effective tools for communicating with our diverse audience of developers, IT professionals, and business leaders.

We operate at the intersection of data, creativity, and user experience, with team members dedicated to nurturing prospects, converting self-service users, and expanding relationships with existing customers. This is an exciting time to join: we're growing our investment in lifecycle as a revenue driver, and you'll have real input in shaping how we build and scale these programs.

Learn more: Lifecycle Marketing Handbook | Emails & Nurture Programs