Director, Social Media
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Job Description
Director leading GitLab’s global social media strategy for its DevSecOps orchestration platform. Owning YouTube, advocacy, measurement, budget, and cross-functional social programs.
Responsibilities:
- 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, including channel architecture, programming, video formats, packaging, optimization, subscriber growth, and watch-time growth
- Partner with Growth Marketing on paid social, creative briefing, audience alignment, boosting, amplification, and performance analysis
- Develop audience-focused campaigns supporting 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 across Marketing, Communications, Product, Sales, Talent Acquisition, and other functions
- Build processes for collaboration in GitLab's all-remote, asynchronous environment
- Use social listening, audience insights, and performance data to improve content and inform marketing decisions
- Lead social measurement frameworks, KPIs, dashboards, and reporting to marketing and executive leadership
- Partner with DevRel on community engagement and industry conversations
- Build and run creator, influencer, advocacy, and employee advocacy programs
- Support executive and expert social presence with Communications
- Apply AI tools across the social workflow
- Prepare for and guide responses to sensitive or fast-moving issues
Requirements:
- 10+ years in social media, including at least 5 years leading social strategy for a global brand at the senior manager level or above
- Experience owning a social function end to end, including strategy, budget, headcount, tooling, and results
- Experience leading teams, agencies, and cross-functional programs
- Depth in YouTube strategy, including owning and growing a brand or business channel
- Hands-on experience growing LinkedIn and X as primary channels
- Experience with paid social programs, audience strategy, creative for paid, and interpreting paid performance data
- Experience connecting social media programs to broader brand, communications, product, or business priorities
- Strong editorial judgment and ability to turn complex topics into clear, engaging content
- Fluency with short-form and long-form video
- Experience defining social measurement frameworks, KPIs, dashboards, and reporting cadence
- Experience building or scaling an employee advocacy program
- Fluency with Sprout Social, Meltwater, and EveryoneSocial or equivalent enterprise social tools
- Experience running social programs across multiple regions and languages
- Ability to manage multiple priorities and make sound decisions in fast-moving situations
- Ability to work effectively in a distributed, asynchronous environment
- Passion for GitLab's mission, open source, artificial intelligence, and DevSecOps
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
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