---
title: 'Principal Product Marketing Manager, Competitive at GitLab'
canonical: 'https://feeny.ai/job/principal-product-marketing-manager-competitive-gitlab-canada-united-states-gj9gqmt8brc1'
type: 'job'
last_seen: '2026-10-14'
---

# Principal Product Marketing Manager, Competitive at GitLab

- **Company:** GitLab
- **Location:** Canada / United States
- **Compensation:** $168k–$286k
- **Work type:** remote
- **Posted:** 2026-10-01
- **Last confirmed live:** 2026-10-14
- **Apply:** https://job-boards.greenhouse.io/gitlab/jobs/8859224002

## Job description

GitLab is the intelligent orchestration platform for DevSecOps. GitLab enables organizations to increase developer productivity, improve operational efficiency, reduce security and compliance risk, and accelerate digital transformation. More than 50 million registered users and more than 50% of the Fortune 100* trust GitLab to ship better, more secure software faster.

The same principles built into our products are reflected in how our team works: we embrace AI as a core productivity multiplier, with all team members expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact. GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Our high-performance culture is driven by our values and continuous knowledge exchange, enabling our team members to reach their full potential while collaborating with industry leaders to solve complex problems. [Co-create the future with us](https://www.youtube.com/watch?v=OuZIb5zszQI) as we build technology that transforms how the world develops software.

*Fortune 500® is a registered trademark of Fortune Media IP Limited, used under license. Claim based on GitLab data. Fortune 100 refers to the top 20% ranked companies in the 2025 Fortune 500 list, published in June 2025. Fortune and Fortune Media IP Limited are not affiliated with, and do not endorse products or services of GitLab.

An overview of this role

As Principal Product Marketing Manager, Competitive, you own GitLab's competitive point of view on AI and agentic software development and serve as the authority on our market differentiation. You consult regularly with sales, product teams, investor relations, industry analysts, and leadership on competitive strategy and roadmap implications while publishing external thought leadership.

With deep experience in the modern SDLC and agentic tooling, you collaborate with developer advocacy and conduct primary market analysis to drive positioning, field assets, competitive plays, and partnership strategy.

In your first year, you will establish a defensible AI and agentic narrative and an agile operating rhythm that turns market signals into action.

Reporting to the Senior Director, Product & Solutions Marketing, you will operate with executive visibility and autonomy, measuring success by win rates, competitive displacements, and market leadership in the AI and agentic category.

Some examples of projects:

- Define GitLab's differentiated position against AI-native entrants competing for the SDLC
- Publish thought leadership that shapes how the market frames agentic development
- Assess new entrants and share relevant market-shaping insights across the company
- Shape partnership strategy based on competitive footing
- Arm executives with competitive narrative for customer and board conversations

## What you'll do

- Own GitLab's competitive positioning for AI and agentic software development end to end, from primary landscape analysis through understanding of competitive tools and developer-level perceptions. And turn that into the narrative the field, analysts, and executives all use
- Own the operating rhythm that converts competitive signal into a position and action within days
- Give Product an opinionated read on what competitive movement means for roadmap sequencing, bringing evidence and a recommendation rather than a summary of what competitors shipped
- Build the compete assets, plays, and objection handling the field uses against named competitors, define the sales motion that moves win rate, then measure whether it did
- Partner with Growth and Campaigns on competitor displacement campaigns, accountable for their contribution to pipeline
- Brief Investor Relations, industry analysts, sales, and executive leadership with the same rigor, owning the competitive-landscape narrative with analysts and PMMs
- Raise the competitive bar across the PMM team
- Ability to travel if needed and comply with the company's travel policy

## What you'll bring

- Proven impact at the organizational and industry level
- Deep domain expertise in SDLC, DevSecOps, and agentic software development to engage technical buyers and executive audiences
- Track record of driving competitive positioning that delivers measurable win-rate impact
- Fluency in the AI/agentic coding landscape and competitor exposure areas
- Established thought leadership with industry recognition (speaking, publications, advisory roles)
- Experience briefing executives, investor relations, and industry analysts
- Ability to form and articulate a clear point of view quickly despite incomplete information
- Strong communication skills to translate complex technical concepts into clear narratives
- Practical experience using AI tools within your workflow
- Self-directed, data-driven mindset using win/loss insights to guide strategy

## About the team

Product & Technical Marketing at GitLab is the engine behind how GitLab positions, launches, documents, and evangelizes its value proposition for enterprises worldwide. We connect GitLab's product capabilities to customers and prospects across technical personas and executive buyers, and we partner closely with Product Management, Product Design, Growth Marketing, Comms and Social, Field Enablement, Sales, and the broader go-to-market organization so what we build lands in market with clarity, impact, and relevance. The base salary range for this role’s listed level is currently for residents of the United States only. This range is intended to reflect the role's base salary rate in locations throughout the US. Grade level and salary ranges are determined through interviews and a review of education, experience, knowledge, skills, abilities of the applicant, equity with other team members, alignment with market data, and geographic location. The base salary range does not include any bonuses, equity, or benefits. See more information on our [benefits](https://about.gitlab.com/handbook/total-rewards/benefits/general-and-entity-benefits/) and [equity](https://about.gitlab.com/handbook/stock-options/). Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary.

United States Salary Range $168,000—$285,600 USD

How GitLab Supports Full-Time Employees

- [Benefits to support your health, finances, and well-being](https://about.gitlab.com/handbook/total-rewards/benefits/general-and-entity-benefits/)
- [Flexible Paid Time Off](https://handbook.gitlab.com/handbook/people-group/time-off-and-absence/time-off-types/#flexible-paid-time-off-pto)
- [Team Member Resource Groups](https://handbook.gitlab.com/handbook/company/culture/inclusion/tmrg-tmag/)
- [Equity Compensation & Employee Stock Purchase Plan](https://handbook.gitlab.com/handbook/total-rewards/stock-options/)
- [Growth and Development Fund](https://handbook.gitlab.com/handbook/people-group/learning-and-development/growth-and-development/)
- [Parental Leave](https://about.gitlab.com/handbook/total-rewards/benefits/general-and-entity-benefits/#parental-leave)

Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, studies have shown that people from [underrepresented groups](https://about.gitlab.com/company/culture/inclusion/#examples-of-select-underrepresented-groups) are less likely to apply to a job unless they meet every single qualification. If you're excited about this role, please apply and allow our recruiters to assess your application.

Country Hiring Guidelines: GitLab hires new team members in countries around the world. All of our roles are remote, however some roles may carry specific location-based eligibility requirements. Our Talent Acquisition team can help answer any questions about location after starting the recruiting process.

Privacy Policy: Please review our [Recruitment Privacy Policy.](https://handbook.gitlab.com/handbook/hiring/candidate-faq/recruitment-privacy-policy/) Your privacy is important to us.

GitLab is proud to be an equal opportunity workplace and is an affirmative action employer. GitLab’s policies and practices relating to recruitment, employment, career development and advancement, promotion, and retirement are based solely on merit, regardless of race, color, religion, ancestry, sex (including pregnancy, lactation, sexual orientation, gender identity, or gender expression), national origin, age, citizenship, marital status, mental or physical disability, genetic information (including family medical history), discharge status from the military, protected veteran status (which includes disabled veterans, recently separated veterans, active duty wartime or campaign badge veterans, and Armed Forces service medal veterans), or any other basis protected by law. GitLab will not tolerate discrimination or harassment based on any of these characteristics. See also [GitLab’s EEO Policy](https://about.gitlab.com/handbook/people-policies/inc-usa/#equal-employment-opportunity-policy) and [EEO is the Law](https://about.gitlab.com/handbook/labor-and-employment-notices/#eeoc-us-equal-employment-opportunity-commission-notices). If you have a disability or special need that requires [accommodation](https://about.gitlab.com/handbook/people-policies/inc-usa/#reasonable-accommodation), please let us know during the [recruiting process](https://about.gitlab.com/handbook/hiring/interviewing/#adjustments-to-our-interview-process).

## About GitLab

## Company Overview
- **One-liner**: GitLab provides an intelligent orchestration platform for DevSecOps, enabling teams and AI agents to plan, build, secure, and deploy software faster.
- **Entity Type**: Public (NASDAQ: GTLB)
- **Headquarters**: San Francisco, CA, USA
- **Founded**: 2011
- **Founders**: Not explicitly listed in provided materials

## Core Business
- Primary industry: DevSecOps, Software Development Lifecycle Platform
- Target customers: Enterprise, SMB, B2B – used by over 100,000 organizations including large enterprises
- Mission / Purpose: "Unlock every team to ship trusted software at the speed of imagination"

## Products & Services
- **[GitLab Platform](https://about.gitlab.com/company/)**: Integrated DevSecOps/DevOps platform (SaaS and self-managed) covering source code management, CI/CD, security scanning, monitoring, and AI-powered features (e.g., Duo Agent).
- **GitLab Duo**: AI-powered suite of tools for code generation, review, and automation across the software lifecycle.

## Market Standing
- **Valuation / Market Cap**: Not disclosed in provided materials (public company – refer to NASDAQ: GTLB)
- **Key Metrics**: Over 50 million registered users, 2,500+ team members, 5,500+ code contributors, 2,500+ consecutive monthly releases (as of June 2026)
- **Notable Investors / Partners**: Public company; prior investors include Y Combinator (2015 cohort). Detailed list not provided.
- **Growth Signals**: 100,000+ organizations use GitLab; continuous monthly releases since 2011; expanding AI capabilities (Duo Agent); certification as Great Place to Work (US & India, 2026–2027)

## Competitive Advantages
- **All-in-one DevSecOps platform** that replaces multiple point tools, reducing complexity and toolchain friction.
- **Strong open-source heritage** and community-driven innovation (5,500+ contributors).
- **AI-first approach** with built-in agents for code generation, review, and security.
- **Culture of transparency** – handbook-first, public-by-default documentation that scales remote work.

## Strategic Focus
- **AI-powered software creation**: Deep integration of AI agents (Duo Agent) to accelerate development while maintaining security and compliance.
- **Enterprise adoption**: Scaling to meet the needs of large, regulated organizations with compliance and security features.
- **Remote-first operations**: Continuing to build and improve asynchronous, all-remote work culture as a competitive advantage.

## Why Work Here
- **Fully remote**: 100% remote company from the start – work from anywhere; asynchronous and flexible schedules.
- **Awards & recognition**: Great Place to Work Certified (US & India 2026–2027); BuiltIn Best Remote Places to Work 2026; Fortune Best Workplaces in Technology 2025.
- **Benefits**: Equity compensation, Employee Stock Purchase Plan, generous paid time off, annual growth & development benefit, access to LinkedIn Learning and leadership programs.
- **Inclusive culture**: Multiple Team Member Resource Groups, strong Diversity, Inclusion & Belonging (DIB) commitment.
- **Learning & development**: Industry-leading leadership programs and platforms like LinkedIn Learning and Level Up.

## Sources
1. [about.gitlab.com](https://about.gitlab.com/jobs/)
2. [about.gitlab.com/company](https://about.gitlab.com/company/)
3. [handbook.gitlab.com](https://handbook.gitlab.com/handbook/people-group/employment-branding/content-library/)
4. [job-boards.greenhouse.io](https://job-boards.greenhouse.io/gitlab/jobs/8481958002)
5. [about.gitlab.com (homepage)](https://about.gitlab.com/)

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