Director, Social Media

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. The same principles built into our products are reflected in how our team works: we embrace AI as a core productivity multiplier, with all team members expected to incorporate AI into their daily workflows to drive efficiency, innovation, and impact. GitLab is where careers accelerate, innovation flourishes, and every voice is valued. Our high-performance culture is driven by our values and continuous knowledge exchange, enabling our team members to reach their full potential while collaborating with industry leaders to solve complex problems. Co-create the future with us as we build technology that transforms how the world develops software. *Fortune 500® is a registered trademark of Fortune Media IP Limited, used under license. Claim based on GitLab data. Fortune 100 refers to the top 20% ranked companies in the 2025 Fortune 500 list, published in June 2025. Fortune and Fortune Media IP Limited are not affiliated with, and do not endorse products or services of GitLab. An overview of this role As Director, Social Media, you'll lead GitLab's global social media strategy and help people understand how GitLab is co-creating the future of software development. The role shapes how GitLab shows up across social channels, connecting our company, product, and employer stories, to build meaningful engagement with customers, users, contributors, candidates, and industry audiences. Expect to set clear priorities, guide execution, and use insights to strengthen GitLab's voice and business impact. You'll own the outcomes of GitLab's social function — strategy, budget, team development, tooling, and results — and serve as GitLab's senior-most voice on social strategy with executive stakeholders. This is a player-coach role. You'll set the strategy and stay close enough to the work to write, build, and ship alongside the team. Two Social Media Managers report to the head of corporate communication and work with you on a dotted-line basis. You'll set their strategic direction, raise the editorial and craft bar, and develop them as practitioners, including goal-setting, feedback, and career development in partnership with their manager. Influence matters in this role, which is why it calls for someone who has already led and grown social practitioners. What you’ll do • 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 end to end — channel architecture, programming and series development, long- and short-form video, packaging (titles, thumbnails, metadata), search and recommendation optimization, and subscriber and watch-time growth. • Partner with Growth Marketing on paid social, including briefing creative, aligning organic and paid on shared audiences and messaging, informing boosting and amplification decisions, and connecting paid performance back to organic strategy. • Develop clear, audience-focused campaigns that support 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 with teams across Marketing, Communications, Product, Sales, Talent Acquisition, and other functions to plan and deliver social programs. • Build processes that support effective collaboration in GitLab's all-remote, asynchronous environment. • Use social listening, audience insights, and performance data to improve content and inform broader marketing decisions. • Lead the measurement framework for social — KPIs, dashboards, and reporting cadence — and report performance and learnings to marketing and executive leadership. • Partner with DevRel on community engagement to help GitLab participate in relevant industry conversations with a clear, useful point of view. • Build and run creator, influencer, and advocacy programs, including developer creators, GitLab community contributors, and team member advocacy. • Own GitLab's employee advocacy program — grow participation across Marketing, Sales, Engineering, and Talent, equip team members with content worth sharing, and measure reach, engagement, and contribution to brand and talent goals. Partner with Communications and Talent Acquisition on enablement, and manage the advocacy platform and its adoption. • Support executive and expert social presence, partnering with Communications to help GitLab leaders and technical experts show up credibly on social, including constructive conversations with C-suite executives about proposed content. • Apply AI tools thoughtfully across the social workflow to help GitLab model what an AI-native marketing team looks like. • Prepare for and guide responses to sensitive or fast-moving issues in partnership with the appropriate teams. What you’ll bring • 10+ years in social media, including at least 5 years leading social strategy for a global brand at the senior manager level or above, and accountable for the function's results. • Experience owning a social function end to end, including strategy, budget, headcount, tooling, and results as the accountable leader. • Experience leading teams, agencies, and cross-functional programs, with clear ownership of and accountability for outcomes. • Depth in YouTube strategy, including owning and growing a brand or business channel, and can speak to programming decisions, video formats, packaging, and the metrics that actuall