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Salary: USD 168,000 - 285,600 / annual
GitLab is seeking a Principal Product Marketing Manager, Competitive to own the company's competitive positioning strategy for AI and agentic software development. You will serve as the authority on GitLab's market differentiation, consulting regularly with sales, product teams, investor relations, industry analysts, and leadership on competitive strategy and roadmap implications while publishing external thought leadership.
Key Responsibilities:
- Own GitLab's end-to-end competitive positioning for AI and agentic software development, from primary landscape analysis through competitive tool assessment and developer perception mapping, translating findings into unified narratives for the field, analysts, and executives
- Establish and maintain an agile operating rhythm that converts competitive market signals into strategic position and action within days
- Provide Product with opinionated, evidence-based recommendations on competitive movement implications for roadmap sequencing, moving beyond competitor summaries to strategic insight
- Build competitive assets, plays, and objection-handling materials for the sales field; define and measure sales motions that improve win rates against named competitors
- Partner with Growth and Campaigns teams on competitor displacement campaigns, owning accountability for pipeline contribution
- Brief Investor Relations, industry analysts, sales leadership, and executives with consistent rigor, owning the competitive-landscape narrative
- Raise the competitive bar across the broader Product Marketing Manager team
- Travel as needed in compliance with company policy
You will report to the Senior Director, Product & Solutions Marketing with executive visibility and autonomy, measuring success by win rates, competitive displacements, and market leadership in the AI and agentic category.
Example projects include: defining GitLab's differentiated position against AI-native entrants competing for the SDLC; publishing thought leadership that shapes market framing of agentic development; assessing new entrants and sharing market-shaping insights; shaping partnership strategy based on competitive footing; and arming executives with competitive narratives for customer and board conversations.
Requirements:
- Proven impact at 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 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
