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Marketing & Advertising
GitLab
As Principal Product Marketing Manager, Competitive, you own GitLab's competitive point of view on AI and agentic software development and act as the primary authority on market differentiation. The role advises sales, product teams, investor relations and leadership on competitive strategy while publishing external thought leadership. You will work with developer advocacy on primary market analysis to shape positioning, field assets, competitive plays and partnership approaches. In your first year the focus is establishing a defensible AI and agentic narrative plus an agile operating rhythm that converts market signals into action. GitLab is an all-remote company. The posting is open to candidates in Canada and the United States, with a US salary range of $168,000 to $285,600 USD.
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Lead end-to-end competitive positioning for AI and agentic software development through landscape analysis, competitive tool assessment and developer perception studies. Establish operating rhythms that convert competitive signals into positions and action within days. Deliver opinionated assessments to Product teams on the roadmap implications of competitor moves. Develop compete assets, sales plays and objection-handling resources targeting named competitors, and measure their impact on win rates. Partner with Growth and Campaigns on competitor displacement campaigns. Brief Investor Relations, industry analysts, sales leadership and executives. Elevate competitive analysis standards across the product marketing team. Travel as needed per company policy.
Proven impact at the organizational and industry level. Deep domain expertise in SDLC, DevSecOps and agentic software development. Track record of competitive positioning that delivered measurable win-rate improvements. Fluency in the AI and agentic coding landscape. Established thought leadership with industry recognition such as speaking, publications or advisory roles. Experience briefing executives, investor relations and industry analysts. Ability to form and articulate clear viewpoints quickly with incomplete information. Strong communication skills for translating complex technical concepts. Practical experience using AI tools in your workflow. Self-directed, data-driven mindset using win/loss insights to guide strategy.
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