Senior Product Manager, CRM & GTM Systems - GitLab

About GitLab

GitLab is the intelligent orchestration platform for DevSecOps, enabling organizations to increase developer productivity, improve operational efficiency, reduce security and compliance risk, and accelerate digital transformation. Trusted by over 50 million registered users and more than 50% of the Fortune 100, GitLab helps ship better, more secure software faster.

We embrace AI as a core productivity multiplier, with all team members expected to incorporate AI into their daily workflows. GitLab fosters a high-performance culture driven by our values and continuous knowledge exchange, where careers accelerate, innovation flourishes, and every voice is valued. Co-create the future with us as we build technology that transforms how the world develops software.

The Role

We are seeking a Senior Product Manager to own the Lead-to-Opportunity (L2O) domain within our Salesforce and GTM technology ecosystem. This foundational role sits at the intersection of marketing operations, sales process, and technology, owning the roadmap for how leads are captured, scored, routed, and converted into pipeline, and how our broader GTM tech stack supports that motion.

This is one of the first product managers on a team actively transforming from a reactive Business Systems Analyst (BSA) model into a proactive, roadmap-driven product organization. You'll act as both an individual contributor driving your own domain and a mentor, helping BSAs grow into product manager roles. You will have direct influence over how we shape the team's future operating model.

What You'll Do

Internal Product Roadmap Ownership

• Define, own, and maintain the multi-quarter internal product roadmap for the Lead-to-Opportunity domain, covering lead capture, enrichment, scoring, routing, conversion, opportunity, and the broader GTM technology stack integrated with Salesforce.
• Translate business strategy from Marketing, Sales Development, RevOps, and GTM leadership into sequenced, prioritized system capabilities with clear outcomes and success metrics.
• Define the domain's strategic priorities each quarter and half, balancing net-new capability delivery, stabilization, and technical debt reduction with transparent trade-off frameworks.
• Drive quarterly planning ceremonies, partnering with Engineering Managers and BSAs to align capacity with roadmap commitments.
• Own domain-level documentation: process maps, current-vs-future state lead lifecycle flows, and decision logs that keep stakeholders and the team aligned on scope and ownership.

Stakeholder Partnership & Requirements Translation

• Serve as the primary product voice for all L2O and GTM Systems initiatives, partnering closely with Marketing, Marketing Operations, SDR/BDR leadership, Sales, and RevOps.
• Lead discovery, requirements workshops, and business process design sessions, translating complex GTM and marketing operations requirements into actionable system specifications.
• Own the decision layer between "what the business needs" and "what engineering builds," resolving ambiguity with structured frameworks and documented decisions.
• Run structured stakeholder alignment sessions to surface trade-offs, build consensus, and drive open decisions to closure.
• Represent the domain in cross-team planning and leadership reviews, able to explain technical constraints to business stakeholders and business context to engineers.

Team Mentorship & Capability Building

• Act as a product craft mentor and senior thought partner for the BSA team, actively upskilling analysts in product thinking, requirements structuring, acceptance criteria definition, and roadmap communication.
• Model and codify what "good" looks like: reusable templates, rituals (backlog grooming, roadmap reviews), and a rubric BSAs can grow against.
• Give BSAs increasing ownership over pieces of the roadmap as they develop, with regular feedback and structured check-ins.
• Partner with leadership to evolve the team's operating model from project-execution-focused to product-thinking-led, raising the bar for how EntApps delivers business value.

Program Strategy & Delivery Oversight

• Lead initiatives end-to-end: discovery, requirements, prioritization, solution design review, UAT, launch, and post-launch measurement.
• Write and maintain clear user stories, acceptance criteria, and lead-flow and data-flow diagrams that engineering and admins can build against without ambiguity.
• Manage a healthy, well-groomed backlog: intake requests from Marketing and Sales Development, triage by impact and effort, and defend prioritization decisions to stakeholders.
• Define success metrics per initiative (lead response time, routing accuracy, lead-to-opportunity conversion rate, data quality, SDR/BDR adoption) and report on outcomes, not just delivery.
• Identify and de-risk dependencies across adjacent domains (campaign operations, data enrichment vendors, opportunity handoff to sales) before they block delivery.
• Own UAT strategy and acceptance criteria in collaboration with BSAs, ensuring system changes meet business requirements before production release.

Systems Architecture Collaboration

• Partner with Enterprise Architects and Engineering Managers on Salesforce and MarTech integration design (marketing automation platform to Salesforce sync, data enrichment pipelines, lead scoring and routing engines), ensuring choices hold up to governance, scale, and future roadmap needs.
• Bring informed opinions on GTM platform architecture trade-offs based on deep domain knowledge.
• Stay current on platform roadmaps for Salesforce Sales Cloud and connected MarTech tools, identifying opportunities to leverage native capabilities before custom builds.
• Maintain domain-level R&R clarity (who owns what across US/India technical managers, BSAs, and adjacent pods) and update as team and scope evolve.
• Ability to engage deeply with engineering and architecture teams on API design, data modeling, and integration patterns.

What You'll Bring

• 7+ years in Salesforce product management, business systems analysis, or Marketing/Revenue Operations technology roles, with demonstrated growth into product ownership.
• Strong working knowledge of Lead-to-Opportunity processes: lead capture, scoring, routing, and conversion, and how they connect marketing execution to sales pipeline.
• Hands-on familiarity with the GTM technology stack: Salesforce Sales Cloud plus marketing automation platforms (Marketo, HubSpot, or Pardot), lead scoring and routing tools, and data enrichment or intent providers.
• Good understanding of the quoting process.
• Demonstrated ability to own and communicate multi-quarter internal product roadmaps to senior business and technology stakeholders.
• Proven experience leading initiatives end-to-end with multiple stakeholders and competing priorities, especially across Marketing and Sales.
• Sufficient technical fluency to engage meaningfully with engineering on API design, data model decisions, and integration trade-offs — without needing to write code.
• Experience mentoring or upskilling analysts and BSAs; you enjoy developing people, not just managing tickets.
• Excellent written and verbal communication; able to represent technical trade-offs to non-technical executives and translate business asks into clear technical requirements.
• Comfortable operating in ambiguity and driving structure where none exists.
• Experience with AI-assisted development workflows, data governance and compliance for lead data, or prior people-management experience.

About the Team

You'll be one of the first product managers on a team actively transforming from a reactive BSA function into a proactive, roadmap-driven product organization. The Lead-to-Opportunity domain sits at the top of GitLab's revenue funnel; the quality of data, routing, and conversion here affects every downstream system and every seller. Getting this right is not an IT problem; it's a revenue problem. You'll have direct influence over how we shape the team's future operating model and how the next generation of BSAs grows into product managers.

Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, 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.