Senior Lifecycle Marketing Manager

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 expertise, including copywriting, editing, personalization, experimentation, and performance optimization.
• Experience using campaign, funnel, or product engagement data to identify opportunities and improve results.
• Strong cross-functional coordination skills, with experience partnering across Growth, Sales, Marketing Ops, Data, Product Marketing, and regional teams.
• High attention to detail across audience logic, segmentation, QA, personalization, localization, and reporting.
• Working knowledge of HTML and CSS for email design or troubleshooting.

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.