About the Position

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.

We're looking for a Senior Product Manager to own the Lead-to-Opportunity (L2O) domain within our Salesforce and GTM technology ecosystem. This role sits at the intersection of marketing operations, sales process, and technology owning the roadmap for how leads are captured, scored, routed, and converted into pipeline, and how our broader GTM tech stack supports that motion.

This is a foundational hire one of the first product managers on a team actively transforming from a reactive BSA model into a proactive, roadmap-driven product organization. You'll be both an individual contributor driving your own domain and a mentor helping BSAs grow into product manager roles. You'll have direct influence over how we shape the team's future operating model.

Responsibilities

Internal Product Roadmap Ownership

Define, own, and maintain the multi-quarter internal product roadmap for the Lead-to-Opportunity domain covering lead capture, enrichment, scoring, routing, conversion, opportunity and the broader GTM technology stack integrated with Salesforce
Translate business strategy from Marketing, Sales Development, RevOps, and GTM leadership into sequenced, prioritized system capabilities with clear outcomes and success metrics
Define the domain's strategic priorities each quarter and half, balancing net-new capability delivery, stabilization, and technical debt reduction with transparent trade-off frameworks
Drive quarterly planning ceremonies, partnering with Engineering Managers and BSAs to align capacity with roadmap commitments
Own domain-level documentation: process maps, current-vs-future state lead lifecycle flows, and decision logs that keep stakeholders and the team aligned on scope and ownership

Stakeholder Partnership & Requirements Translation

Serve as the primary product voice for all L2O and GTM Systems initiatives, partnering closely with Marketing, Marketing Operations, SDR/BDR leadership, Sales, and RevOps
Lead discovery, requirements workshops, and business process design sessions translating complex GTM and marketing operations requirements into actionable system specifications
Own the decision layer between "what the business needs" and "what engineering builds," resolving ambiguity with structured frameworks and documented decisions
Run structured stakeholder alignment sessions to surface trade-offs, build consensus, and drive open decisions to closure rather than letting them linger
Represent the domain in cross-team planning and leadership reviews able to explain technical constraints to business stakeholders and business context to engineers

Team Mentorship & Capability Building

Act as a product craft mentor and senior thought partner for the BSA team, actively upskilling analysts in product thinking, requirements structuring, acceptance criteria definition, and roadmap communication
Model and codify what "good" looks like reusable templates, rituals (backlog grooming, roadmap reviews), and a rubric BSAs can grow against
Give BSAs increasing ownership over pieces of the roadmap as they develop, with regular feedback and structured check-ins
Partner with leadership to evolve the team's operating model from project-execution-focused to product-thinking-led, raising the bar for how EntApps delivers business value

Program Strategy & Delivery Oversight

Lead initiatives end-to-end: discovery, requirements, prioritization, solution design review, UAT, launch, and post-launch measurement
Write and maintain clear user stories, acceptance criteria, and lead-flow and data-flow diagrams that engineering and admins can build against without ambiguity
Manage a healthy, well-groomed backlog intake requests from Marketing and Sales Development, triage by impact and effort, and defend prioritization decisions to stakeholders
Define success metrics per initiative (lead response time, routing accuracy, lead-to-opportunity conversion rate, data quality, SDR/BDR adoption) and report on outcomes, not just delivery
Identify and de-risk dependencies across adjacent domains campaign operations, data enrichment vendors, opportunity handoff to sales before they block delivery
Own UAT strategy and acceptance criteria in collaboration with BSAs, ensuring system changes meet business requirements before production release

Systems Architecture Collaboration

Partner with Enterprise Architects and Engineering Managers on Salesforce and MarTech integration design marketing automation platform to Salesforce sync, data enrichment pipelines, lead scoring and routing engines, ensuring choices hold up to governance, scale, and future roadmap needs
Bring informed opinions on GTM platform architecture trade-offs based on deep domain knowledge
Stay current on platform roadmaps for Salesforce Sales Cloud and connected MarTech tools, identifying opportunities to leverage native capabilities before custom builds
Maintain domain-level R&R clarity, who owns what across US/India technical managers, BSAs, and adjacent pods and update as team and scope evolve
Ability to engage deeply with engineering and architecture teams on API design, data modeling, and integration patterns.

Requirements

7+ years in Salesforce product management, business systems analysis, or Marketing/Revenue Operations technology roles, with demonstrated growth into product ownership
Strong working knowledge of Lead-to-Opportunity processes; lead capture, scoring, routing, and conversion and how they connect marketing execution to sales pipeline
Hands-on familiarity with the GTM technology stack: Salesforce Sales Cloud plus marketing automation platforms (Marketo, HubSpot, or Pardot), lead scoring and routing tools, and data enrichment or intent providers
Good Understanding of quoting process
Demonstrated ability to own and communicate multi-quarter internal product roadmaps to senior business and technology stakeholders
Proven experience leading initiatives end-to-end with multiple stakeholders and competing priorities, especially across Marketing and Sales
Sufficient technical fluency to engage meaningfully with engineering on API design, data model decisions, and integration trade-offs - without needing to write code
Experience mentoring or upskilling analysts and BSAs, you enjoy developing people, not just managing tickets
Excellent written and verbal communication; able to represent technical trade-offs to non-technical executives and translate business asks into clear technical requirements
Comfortable operating in ambiguity and driving structure where none exists
Experience with AI-assisted development workflows, data governance and compliance for lead data, or prior people-management experience

We Offer

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

About the Company

GitLab is proud to be an equal opportunity workplace and is an affirmative action employer. GitLab’s policies and practices relating to recruitment, employment, career development and advancement, promotion, and retirement are based solely on merit, regardless of race, color, religion, ancestry, sex (including pregnancy, lactation, sexual orientation, gender identity, or gender expression), national origin, age, citizenship, marital status, mental or physical disability, genetic information (including family medical history), discharge status from the military, protected veteran status (which includes disabled veterans, recently separated veterans, active duty wartime or campaign badge veterans, and Armed Forces service medal veterans), or any other basis protected by law. GitLab will not tolerate discrimination or harassment based on any of these characteristics. See also GitLab’s EEO Policy and EEO is the Law. If you have a disability or special need that requires accommodation, please let us know during the recruiting process.

Senior Product Manager, CRM & GTM Systems

Job description