Lead Product Marketing Manager, AI
gitlab • Remote, Canada; Remote, US
Posted: March 23, 2026
Job Description
As the Lead Product Marketing Manager, AI at GitLab, you'll shape how we bring our AI story to market across the software development lifecycle. You'll lead the narrative for GitLab Duo Agent Platform and related AI capabilities, helping customers understand how GitLab supports software teams and their AI agents in one platform. This role sits at the intersection of product, market insight, and revenue strategy, with a strong focus on positioning, messaging, launches, and monetization for AI offerings.
You'll work with significant autonomy while partnering closely with Product Management, Engineering, Sales, Customer Success, and Marketing. You'll bring firsthand experience using AI agents in your own marketing workflows — not just understanding them conceptually, but actively building with them to generate insights, pressure-test positioning, and accelerate your own work. That practitioner's lens is what will make your market narratives credible and your thought leadership distinctive. In your first year, you'll help refine our AI value proposition, strengthen how we speak to platform engineering and technology leaders, and turn market insight into repeatable go-to-market motions that support adoption and growth. You’ll also establish yourself as an emerging external voice on how AI agents are reshaping software teams — informed by your own hands-on use of agents workflows.
Some examples of our projects:
- Developing and launching go-to-market strategies for GitLab Duo Agent Platform and AI offerings.
- Using AI agents to accelerate competitive analysis, synthesize customer feedback patterns, and generate first-draft positioning hypotheses — then sharing those methods as part of GitLab's thought leadership
- Creating persona-based messaging for organizations moving from individual AI coding tools to team and agent collaboration across the software lifecycle.
- Building thought leadership around intelligent orchestration, unified workflows, and how teams stay in flow with AI agents.
- Supporting launches for new AI capabilities, agentic workflows, and related monetization approaches.
What you'll do
- Collaborate on an end-to-end GTM strategy and execution for GitLab Duo Agent Platform and AI capabilities, emphasizing how intelligent orchestration enables software teams and their AI agents to stay in flow across the complete software lifecycle—addressing the "AI Paradox" where faster coding doesn't translate to faster delivery when the rest of the lifecycle remains fragmented.
- Lead positioning and narrative for GitLab's AI capabilities, articulating how we bring software teams and their AI agents together, eliminate gaps between traditionally-manual software lifecycle stages, and unify DevOps, Security, and AI workflows into a single orchestrated system where teams orchestrate from above while agents execute within. Your ability to articulate this vision will be strengthened by your own experience working alongside agents and understanding their capabilities and limitations firsthand.
- Develop and execute go-to-market strategies for usage-based AI monetization and consumption-based offerings that demonstrate clear customer value.
- Partner with Product Management, Sales, Customer Success, and Engineering to understand how customers are navigating AI modernization journeys, validate market problems around toolchain fragmentation and tool-specific AI agents, and translate them into clear messaging, revenue plays, pricing strategies, and launch priorities.
- Build and continuously refine compelling positioning and messaging for AI capabilities, including persona-specific content for platform engineering leaders, DevOps directors, technology executives, and developer teams.
- Define and execute comprehensive go-to-market plans for new AI capabilities, agents, workflows, and usage-based offerings, ensuring launches are timely, impactful, and tightly aligned with sales, field marketing, partner ecosystem, and digital marketing motions while delivering measurable pipeline and revenue impact.
- Serve as the subject matter expert for AI and intelligent orchestration within Product Marketing, synthesizing analyst feedback, market trends, competitive insights, and customer proof points into differentiated narratives that position GitLab's architectural advantages over AI coding tools and fragmented toolchain approaches.
- Create and maintain high-impact sales enablement materials such as pitches, playbooks, FAQs, objection-handling guides, use case libraries, and pricing and packaging comparison guides that help scale AI-focused sales motions and accelerate deal velocity.
- Build distinctive external thought leadership grounded in your own practice of using AI agents — sharing original insights from hands-on experimentation. You'll speak, write, and brief from a practitioner's perspective that gives GitLab's voice authenticity and specificity in a market full of abstract AI narratives.
- Partner with Product Marketing Managers on AI positioning, usage-based monetization, and go-to-market strategies within your area of expertise.
- Lead complex, cross-functional initiatives involving sales, product, growth, and marketing teams to drive AI adoption and revenue.
What you'll bring
- Strong product marketing experience owning complex, technical B2B SaaS products from discovery through launch, with proven success in usage-based monetization, consumption pricing models, and go-to-market strategies that drive measurable revenue impact in AI or developer tools markets.
- Deep understanding of AI/ML technologies, agentic workflows, LLM orchestration, and the software development lifecycle, with practical exposure to capabilities such as AI coding assistants, agentic automation, multi-agent systems, Model Context Protocol (MCP), and intelligent orchestration concepts.
- Demonstrated AI-first working style: you already use AI agents as core to how you develop positioning, conduct research, analyze competitors, and create content. You should be able to walk us through specific examples of insights you've generated or decisions you've made differently because of your agent-assisted workflow.
- Experience across multiple domains within DevSecOps, enabling you to position AI capabilities across the complete software lifecycle from planning through deployment and operations.
- Proven experience positioning platform solutions with ability to articulate architectural advantages of unified platforms with complete context over fragmented toolchains with tool-specific AI agents.
- Strong understanding of key personas including platform engineering leaders, DevOps directors, AI/ML leaders, and developers, and how they evaluate, purchase, and adopt AI solutions across different organizational AI maturity levels (evaluating AI, using AI coding tools, AI-first organizations).
- Experience working with large B2B enterprise customers navigating AI transformation, translating their challenges with fragmented trust, context, regulations, and budgets into clear positioning, differentiated messaging, and scalable go-to-market strategies.
- Track record of successfully launching new products, usage-based pricing models, or consumption-based offerings, including defining monetization strategy, coordinating partner ecosystem activities, and measuring business impact through pipeline generation, usage metrics, and revenue growth.
- Ability to synthesize qualitative feedback, product usage data, win/loss analysis, and market research into clear, actionable messaging frameworks, pricing recommendations, consumption model optimization, and revenue plays that address both technical and business buyer needs.
- Strong written and verbal communication skills, with ability to explain complex AI concepts (agentic workflows, unified data models, intelligent orchestration, MCP integration) to both technical and non-technical audiences through presentations, content, and enablement materials.
- Familiarity with AI coding tools landscape and ability to position GitLab's team-level orchestration across the complete software lifecycle.
- Strategic thinking about market opportunities in AI for software teams, competitive positioning against both AI coding tools and DevOps platforms, and business model innovation around usage-based pricing that demonstrates clear customer value.
- Proven experience being self-directed and working with minimal supervision, able to coordinate across many teams and lead cross-functional initiatives.
- Data-driven approach, using data to measure results, inform decision-making, and develop strategy.
- Openness to learning, with transferable skills from related areas such as MLOps, platform engineering, or developer experience, and a self-directed approach to staying current on AI industry trends, agentic AI developments, and enterprise AI adoption patterns.
About the team
The Core Platform Product Marketing team leads how we position and grow GitLab's intelligent orchestration capabilities and Duo Agent Platform. You'll join a highly collaborative group of experienced product marketers who share context, support each other's launches, and turn customer and market insights into clearer storytelling around the AI modernization journey. As a Lead Product Marketing Manager, AI, you'll operate as a senior contributor within this team, partnering with other Product Marketing Managers, driving monetization strategy for usage-based AI offerings, and helping to shape how we bring agentic workflows and team-agent collaboration to market. We believe the best AI marketing comes from people who are themselves AI-native practitioners.
You'll work with peers who focus on different parts of the platform (DevOps, Security) to share best practices, coordinate priorities around the three modernization journeys (DevOps, Security, AI), and learn from each other's launches. As a team, we're focused on improving how we support sales and customer-facing teams, measure the impact of AI investments, demonstrate ROI through usage metrics and cost savings, and continuously refine how we collaborate to position GitLab as the intelligent orchestration platform where teams stay in flow with their AI agents and ship software faster.
Additional Content
As the Lead Product Marketing Manager, AI at GitLab, you'll shape how we bring our AI story to market across the software development lifecycle. You'll lead the narrative for GitLab Duo Agent Platform and related AI capabilities, helping customers understand how GitLab supports software teams and their AI agents in one platform. This role sits at the intersection of product, market insight, and revenue strategy, with a strong focus on positioning, messaging, launches, and monetization for AI offerings.
You'll work with significant autonomy while partnering closely with Product Management, Engineering, Sales, Customer Success, and Marketing. You'll bring firsthand experience using AI agents in your own marketing workflows — not just understanding them conceptually, but actively building with them to generate insights, pressure-test positioning, and accelerate your own work. That practitioner's lens is what will make your market narratives credible and your thought leadership distinctive. In your first year, you'll help refine our AI value proposition, strengthen how we speak to platform engineering and technology leaders, and turn market insight into repeatable go-to-market motions that support adoption and growth. You’ll also establish yourself as an emerging external voice on how AI agents are reshaping software teams — informed by your own hands-on use of agents workflows.
Some examples of our projects:
- Developing and launching go-to-market strategies for GitLab Duo Agent Platform and AI offerings.
- Using AI agents to accelerate competitive analysis, synthesize customer feedback patterns, and generate first-draft positioning hypotheses — then sharing those methods as part of GitLab's thought leadership
- Creating persona-based messaging for organizations moving from individual AI coding tools to team and agent collaboration across the software lifecycle.
- Building thought leadership around intelligent orchestration, unified workflows, and how teams stay in flow with AI agents.
- Supporting launches for new AI capabilities, agentic workflows, and related monetization approaches.
What you'll do
- Collaborate on an end-to-end GTM strategy and execution for GitLab Duo Agent Platform and AI capabilities, emphasizing how intelligent orchestration enables software teams and their AI agents to stay in flow across the complete software lifecycle—addressing the "AI Paradox" where faster coding doesn't translate to faster delivery when the rest of the lifecycle remains fragmented.
- Lead positioning and narrative for GitLab's AI capabilities, articulating how we bring software teams and their AI agents together, eliminate gaps between traditionally-manual software lifecycle stages, and unify DevOps, Security, and AI workflows into a single orchestrated system where teams orchestrate from above while agents execute within. Your ability to articulate this vision will be strengthened by your own experience working alongside agents and understanding their capabilities and limitations firsthand.
- Develop and execute go-to-market strategies for usage-based AI monetization and consumption-based offerings that demonstrate clear customer value.
- Partner with Product Management, Sales, Customer Success, and Engineering to understand how customers are navigating AI modernization journeys, validate market problems around toolchain fragmentation and tool-specific AI agents, and translate them into clear messaging, revenue plays, pricing strategies, and launch priorities.
- Build and continuously refine compelling positioning and messaging for AI capabilities, including persona-specific content for platform engineering leaders, DevOps directors, technology executives, and developer teams.
- Define and execute comprehensive go-to-market plans for new AI capabilities, agents, workflows, and usage-based offerings, ensuring launches are timely, impactful, and tightly aligned with sales, field marketing, partner ecosystem, and digital marketing motions while delivering measurable pipeline and revenue impact.
- Serve as the subject matter expert for AI and intelligent orchestration within Product Marketing, synthesizing analyst feedback, market trends, competitive insights, and customer proof points into differentiated narratives that position GitLab's architectural advantages over AI coding tools and fragmented toolchain approaches.
- Create and maintain high-impact sales enablement materials such as pitches, playbooks, FAQs, objection-handling guides, use case libraries, and pricing and packaging comparison guides that help scale AI-focused sales motions and accelerate deal velocity.
- Build distinctive external thought leadership grounded in your own practice of using AI agents — sharing original insights from hands-on experimentation. You'll speak, write, and brief from a practitioner's perspective that gives GitLab's voice authenticity and specificity in a market full of abstract AI narratives.
- Partner with Product Marketing Managers on AI positioning, usage-based monetization, and go-to-market strategies within your area of expertise.
- Lead complex, cross-functional initiatives involving sales, product, growth, and marketing teams to drive AI adoption and revenue.
What you'll bring
- Strong product marketing experience owning complex, technical B2B SaaS products from discovery through launch, with proven success in usage-based monetization, consumption pricing models, and go-to-market strategies that drive measurable revenue impact in AI or developer tools markets.
- Deep understanding of AI/ML technologies, agentic workflows, LLM orchestration, and the software development lifecycle, with practical exposure to capabilities such as AI coding assistants, agentic automation, multi-agent systems, Model Context Protocol (MCP), and intelligent orchestration concepts.
- Demonstrated AI-first working style: you already use AI agents as core to how you develop positioning, conduct research, analyze competitors, and create content. You should be able to walk us through specific examples of insights you've generated or decisions you've made differently because of your agent-assisted workflow.
- Experience across multiple domains within DevSecOps, enabling you to position AI capabilities across the complete software lifecycle from planning through deployment and operations.
- Proven experience positioning platform solutions with ability to articulate architectural advantages of unified platforms with complete context over fragmented toolchains with tool-specific AI agents.
- Strong understanding of key personas including platform engineering leaders, DevOps directors, AI/ML leaders, and developers, and how they evaluate, purchase, and adopt AI solutions across different organizational AI maturity levels (evaluating AI, using AI coding tools, AI-first organizations).
- Experience working with large B2B enterprise customers navigating AI transformation, translating their challenges with fragmented trust, context, regulations, and budgets into clear positioning, differentiated messaging, and scalable go-to-market strategies.
- Track record of successfully launching new products, usage-based pricing models, or consumption-based offerings, including defining monetization strategy, coordinating partner ecosystem activities, and measuring business impact through pipeline generation, usage metrics, and revenue growth.
- Ability to synthesize qualitative feedback, product usage data, win/loss analysis, and market research into clear, actionable messaging frameworks, pricing recommendations, consumption model optimization, and revenue plays that address both technical and business buyer needs.
- Strong written and verbal communication skills, with ability to explain complex AI concepts (agentic workflows, unified data models, intelligent orchestration, MCP integration) to both technical and non-technical audiences through presentations, content, and enablement materials.
- Familiarity with AI coding tools landscape and ability to position GitLab's team-level orchestration across the complete software lifecycle.
- Strategic thinking about market opportunities in AI for software teams, competitive positioning against both AI coding tools and DevOps platforms, and business model innovation around usage-based pricing that demonstrates clear customer value.
- Proven experience being self-directed and working with minimal supervision, able to coordinate across many teams and lead cross-functional initiatives.
- Data-driven approach, using data to measure results, inform decision-making, and develop strategy.
- Openness to learning, with transferable skills from related areas such as MLOps, platform engineering, or developer experience, and a self-directed approach to staying current on AI industry trends, agentic AI developments, and enterprise AI adoption patterns.
About the team
The Core Platform Product Marketing team leads how we position and grow GitLab's intelligent orchestration capabilities and Duo Agent Platform. You'll join a highly collaborative group of experienced product marketers who share context, support each other's launches, and turn customer and market insights into clearer storytelling around the AI modernization journey. As a Lead Product Marketing Manager, AI, you'll operate as a senior contributor within this team, partnering with other Product Marketing Managers, driving monetization strategy for usage-based AI offerings, and helping to shape how we bring agentic workflows and team-agent collaboration to market. We believe the best AI marketing comes from people who are themselves AI-native practitioners.
You'll work with peers who focus on different parts of the platform (DevOps, Security) to share best practices, coordinate priorities around the three modernization journeys (DevOps, Security, AI), and learn from each other's launches. As a team, we're focused on improving how we support sales and customer-facing teams, measure the impact of AI investments, demonstrate ROI through usage metrics and cost savings, and continuously refine how we collaborate to position GitLab as the intelligent orchestration platform where teams stay in flow with their AI agents and ship software faster.