Principal Program Manager, Go-To-Market

About the role

As Principal Program Manager, Go-To-Market, you own two equal pillars of go-to-market execution for Product & Technical Marketing (PTM). First, you are the strategic and hands-on architect behind GitLab's high-stakes minor and major launches, redesigning the launch operating model with AI agents at its core so customers discover, adopt, and experience GitLab with precision. Second, you run program management on key initiatives that span Product Management and Product Design through Growth Marketing, Comms and Social, and Field Enablement, wherever those motions depend on PTM.

PTM team is responsible for product and solutions marketing, technical writing and documentation, developer advocacy, and globalization, and acts as the glue between these functions across a variety of go-to-market initiatives. You are AI-first by default, converting manual program steps into team-wide AI workflows. You drive solutions with stakeholders as deadlines approach, design decision stages so tradeoffs land early, and redesign stages and workflows when priorities change. You create clarity in ambiguity by framing problems, presenting options, naming owners, and optimizing for decision velocity.

In your first year, you institutionalize a dual operating system: a scalable launch framework for 15+ minor and major launches per year, and a portfolio program practice that maps dependencies from Product and Design through PTM into Growth, Comms, and Field. You ship production agent workflows that cut manual coordination, establish benchmarks for quality, and make go-to-market program management achieve relevance in the AI era.

Reporting to the VP of Product & Technical Marketing, you operate with significant executive visibility and autonomy. You measure success by customer and business impact: pipeline, brand, and community outcomes, not activity volume alone.

Responsibilities

• Run a concurrent portfolio of PTM-dependent initiatives with clear owners, dates, and tradeoffs
• Give leadership the context to decide: risks, options, and a recommendation, not status theater
• Align go-to-market functions when work streams collide or compete for the same people
• Codify how programs run so each cycle starts sharper than the last
• Put quality in the path of the work, then confirm market-facing pieces landed as intended
• Turn recurring coordination into shared AI workflows the team can run without you in the loop
• Partner with Marketing's AI Transformation Owner (ATO) when a workflow needs department-wide adoption or guardrails
• Escalate early with a clear ask when a call sits above the working team
• Protect focus with smaller core teams, fewer standing meetings, more working sessions
• Close the loop on results with the data team, then feed what you learn into the next cycle
• Orchestrate minor launches that put new platform releases in front of the community
• Orchestrate major launches tied to company events that move pipeline
• Orchestrate weekly signal announcements to stay present in a fast-moving ecosystem
• Sequence product decisions into PTM and other go-to-market functions, with clear handoffs
• Keep field enablement on track when they depend on messaging and sales assets
• Design decision points early so blockers show up before the deadline
• Scope launches for pipeline and for post-launch adoption when agentic products are involved
• Build AI workflows that draft briefs, synthesize status, and cut manual program steps
• Rebuild stages and calendars when roadmap, growth priorities, or launch plans change
• Run retrospectives that improve the system, and remove process as often as you add it

Requirements

• Program management for go-to-market across the high-tech industry, with first-hand experience with complex, multi-stakeholder and cross-functional initiatives
• Experience building and scaling how programs run in large, distributed orgs, with clear results
• Hands-on work with AI agents and automations that real teams used in production
• A track record of turning manual work into AI workflows and helping others adopt them
• Comfort standing up launch and program frameworks without adding busywork
• Strong grasp of how product releases impact go-to-market teams
• Bias to action for priorities: defining risks and clear options for path forward
• Habit of measuring success by pipeline, adoption, or consumption, not activity counts
• Ability to run several high-stakes workstreams at once without dropping quality or trust
• Clear writing and speaking with executives; gets decisions made across competing priorities
• Influence without direct authority, including with senior leaders
• Fluency with project tools with AI automation on top, and the ability to use GitLab
• Ability to travel if needed and comply with the company's travel policy

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 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.

We operate as one marketing organization with clear roles: PTM carries the message; Growth activates demand; Comms amplifies narrative; work moves when handoffs are explicit. You serve as the senior operational and program spine inside Product & Technical Marketing, translating roadmap and positioning strategy into coordinated launches and PTM-dependent initiatives across the go-to-market chain, while building the playbooks and AI-powered workflows that make excellence repeatable at scale.

We are building towards an operational model where agents handle the scaffolding of cross-functional programs, freeing team members to focus on strategy and judgement.

Pay

United States Salary Range: $203,200—$345,600 USD. The base salary range does not include bonuses, equity, or benefits. Sales roles are also eligible for incentive pay targeted at up to 100% of the offered base salary.

Benefits

• Flexible Paid Time Off
• Team Member Resource Groups
• Equity Compensation & Employee Stock Purchase Plan
• Growth and Development Fund
• Parental Leave
• Benefits to support your health, finances, and well-being