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. 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 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 and equity . Sales roles are also eligible for incentive pay