Director, Social Media

GitLab is hiring a Director, Social Media to lead its global social media strategy and own the outcomes of the social function – strategy, budget, team development, tooling and results. It is a player-coach role and the senior voice on social strategy with executives. Two Social Media Managers who report to the head of corporate communications work with this role on a dotted-line basis.

What you'll be doing

• Own the performance of GitLab's social function and its contribution to marketing and business goals.

• Lead GitLab's global organic social media strategy, channel plans, and editorial priorities.

• Own GitLab's YouTube strategy end to end – channel architecture, programming and series development, long- and short-form video, packaging (titles, thumbnails, metadata), search and recommendation.

• Partner with Growth Marketing on paid social, including briefing creative, aligning organic and paid on shared audiences and messaging, and informing boosting and amplification decisions.

• Develop clear, audience-focused campaigns that support company, product, brand, and talent goals.

• Guide content planning and publishing across social channels while maintaining a consistent GitLab voice.

• Own the social media budget, tooling stack, and agency, freelance, and production partner relationships.

• Partner with teams across Marketing, Communications, Product, Sales, Talent Acquisition, and other functions to plan and deliver social programs.

• Build processes that support effective collaboration in GitLab's all-remote, asynchronous environment.

• Use social listening, audience insights, and performance data to improve content and inform broader marketing decisions.

• Lead the measurement framework for social – KPIs, dashboards, and reporting cadence – and report performance and learnings to marketing and executive leadership.

• Partner with DevRel on community engagement to help GitLab participate in relevant industry conversations with a clear, useful point of view.

• Build and run creator, influencer, and advocacy programs, including developer creators, GitLab community contributors, and team member advocacy.

• Own GitLab's employee advocacy program – grow participation across Marketing, Sales, Engineering, and Talent, equip team members with content worth sharing, and measure reach, engagement, and contribution to brand goals.

• Support executive and expert social presence, partnering with Communications to help GitLab leaders and technical experts show up credibly on social.

• Apply AI tools thoughtfully across the social workflow to help GitLab model what an AI-native marketing team looks like.

• Prepare for and guide responses to sensitive or fast-moving issues in partnership with the appropriate teams.

What we're looking for

• 10+ years in social media, including at least 5 years leading social strategy for a global brand at the senior manager level or above, and accountable for the function's results.

• Experience owning a social function end to end, including strategy, budget, headcount, tooling, and results as the accountable leader.

• Experience leading teams, agencies, and cross-functional programs, with clear ownership of and accountability for outcomes.

• Depth in YouTube strategy, including owning and growing a brand or business channel, and the ability to speak to programming decisions, video formats, packaging and metrics.

• Hands-on experience growing LinkedIn and X as primary channels, with judgment about what content, format, and cadence work on each.

• Experience with paid social programs and how organic and paid social reinforce each other, including creative for paid, audience strategy, and interpreting paid performance data.

• Experience connecting social media programs to broader brand, communications, product, or business priorities.

• Strong editorial judgment and the ability to turn complex topics into clear, engaging content.

• Fluency with short-form and long-form video as core social formats, including working with production partners and creators.

• Experience defining a measurement framework for social, including KPIs, dashboards, and reporting cadence, and presenting performance, learnings, and recommendations to executive leadership on a standing basis.

• Experience building or scaling an employee advocacy program, including driving adoption across multiple functions, sustaining participation beyond launch, and reporting attributed reach and business contribution.

• Fluency with an enterprise social stack for publishing, listening, and advocacy. Ours is Sprout Social, Meltwater, and EveryoneSocial.

• Experience running social programs across multiple regions and languages, and judgment about what to localize versus centralize.

• Skill in managing multiple priorities and making sound decisions in fast-moving situations.

• A collaborative, inclusive approach and the ability to work effectively in a distributed, asynchronous environment.

• Passion about GitLab's mission and the future of software development, open source, artificial intelligence, and DevSecOps.

What's on offer

• Salary range for US residents of US$139,200 – US$235,200 (excluding bonuses, equity and benefits)

• Benefits to support your health, finances, and well-being

• Flexible Paid Time Off

• Team Member Resource Groups

• Equity Compensation & Employee Stock Purchase Plan

• Growth and Development Fund

• Parental Leave

Equal opportunities

GitLab is an equal opportunity and affirmative action employer, and recruitment and employment decisions are based on merit. GitLab will not tolerate discrimination or harassment. Candidates who need an accommodation can request one during the recruiting process.

How to apply

All of GitLab's roles are remote, however some roles may carry specific location-based eligibility requirements; this role is open to candidates in the United States and Canada. GitLab's Talent Acquisition team can help answer any questions about location after starting the recruiting process.