Who you are

- Program management for go-to-market across the high-tech industry, with first-hand experience with complex, multi-stakeholder and cross-functional initiatives

- Experience building and scaling how programs run in large, distributed orgs, with clear results

- Hands-on work with AI agents and automations that real teams used in production
- A track record of turning manual work into AI workflows and helping others adopt them

- Comfort standing up launch and program frameworks without adding busywork

- Strong grasp of how product releases and how they impact go-to-market teams

- Bias to action for priorities: defining risks and clear options for path forward

- Habit of measuring success by pipeline, adoption, or consumption, not activity counts

- Ability to run several high-stakes workstreams at once without dropping quality or trust

- Clear writing and speaking with executives; gets decisions made across competing priorities

- Influence without direct authority, including with senior leaders

- Fluency with project tools with AI automation on top, and the ability to use GitLab

- Ability to travel if needed and comply with the company's travel policy

- Studies have shown that people from underrepresented groups are less likely to apply to a job unless they meet every single qualification. If you're excited about this role, please apply and allow our recruiters to assess your application

What the job involves

- As Principal Program Manager, Go-To-Market, you own two equal pillars of go-to-market execution for Product & Technical Marketing (PTM)

- First, you are the strategic and hands-on architect behind GitLab's high-stakes minor and major launches, redesigning the launch operating model with AI agents at its core so customers discover, adopt, and experience GitLab with precision

- Second, you run program management on key initiatives that span Product Management and Product Design through Growth Marketing, Comms and Social, and Field Enablement, wherever those motions depend on PTM

- PTM team is responsible for product and solutions marketing,



technical writing and documentation, developer advocacy, and globalization, and acts as the glue between these functions across a variety of go-to-market initiatives

- You are AI-first by default

- When programs still run on many manual steps, you convert that work into team-wide AI workflows, either by shipping the automations yourself or by partnering with the AI Transformation Owner (ATO) for the marketing organization to drive shared skills, adoption, and governance

- You are not a reactive deadline chaser

- You drive solutions with stakeholders as dates approach, design decision stages so tradeoffs land early, and redesign stages and workflows when product roadmap, growth priorities, or major launch decisions change

- You create clarity in ambiguity: frame the problem, present options and tradeoffs, name owners, and optimize for decision velocity
- In your first year, you institutionalize a dual operating system: a scalable launch framework for 15+ minor and major launches per year, and a portfolio program practice that maps dependencies from Product and Design through PTM into Growth, Comms, and Field

- You ship production agent workflows that cut manual coordination, establish benchmarks for quality, and make go-to-market program management achieve relevance in the AI era, and become a trusted partner across the organization

- Reporting to the VP of Product & Technical Marketing, you operate with significant executive visibility and autonomy

- You measure success by what lands for customers and the business: pipeline where it matters, and brand and community impact where business requires it, not by activity volume alone





- Run a concurrent portfolio of PTM-dependent initiatives with clear owners, dates, and tradeoffs

- Give leadership the context to decide: risks, options, and a recommendation, not status theater

- Align go-to-market functions when work streams collide or compete for the same people

- Codify how programs run so each cycle starts sharper than the last

- Put quality in the path of the work, then confirm market-facing pieces landed as intended

- Turn recurring coordination into shared AI workflows the team can run without you in the loop

- Partner with Marketing's ATO when a workflow needs department-wide adoption or guardrails

- Escalate early with a clear ask when a call sits above the working team

- Protect focus with smaller core teams, fewer standing meetings, more working sessions

- Close the loop on results with the data team, then feed what you learn into the next cycle

- ---Some examples of projects:

- Orchestrate minor launches that put current platform releases in front of the community

- Orchestrate major launches tied to company events that move pipeline

- Orchestrate weekly signal announcements so we stay present in a fast-moving ecosystem

- Sequence product decisions into PTM and other go-to-market functions, with clear handoffs

- Keep field enablement on track when they depend on messaging and sales assets

- Design decision points early so blockers show up before the deadline

- Scope launches for pipeline and for post-launch adoption when agentic products are involved

- Build AI workflows that draft briefs, synthesize status, and cut manual program steps

- Rebuild stages and calendars when roadmap, growth priorities, or launch plans change

- Run retrospectives that improve the system, and remove process as often as you add it

Benefits

- We offer benefits to manage your health, wealth, and well-being regardless of location

- Flexibility in schedule to be there for life’s important moments

- Equity compensation & Employee Stock Purchase Plan offered

- Generous Paid Time Off

📌 Principal Program Manager (Canada)
🏢 GitLab
📍 Canada