Senior Lifecycle Marketing Manager - Gitlab

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. 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.