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