From the listing
About the role
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.
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. 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 t
Product & Technical Marketing at GitLab is the engine behind how GitLab positions, launches, documents, and evangelizes its value proposition for enterprises worldwide.
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. 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.
- 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 they're looking for
- 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.
- Ability to travel if needed and comply with the company's travel policy.
Benefits, as listed
1 of these also appear in the perks Jeff verified on the company page.
The hot takeJeff's read on Gitlab
GitLab has put more effort into their employee marketing and policies than 99.99% of the companies we've researched over the years. Seriously, their handbook is absolutely massive.
The ONLY thing that throws me off about them is an unclear statement about their stance on what "work from anywhere" actually means. They say:
"All-remote means that each individual in an organization is empowered to work and live where they are most fulfilled."
But they also say that hey need to have an entity in your home country in order to be hired, so I'd love to know if they have a list of the countries they will hire from.