Principal Product Marketing Manager, Competitive
GitLab B.V. · 🇨🇦 Remote, Canada; Remote, United States · Remote
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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 comp