Lead Global Marketing Campaigns Manager

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 e