Director, Social Media
Leads GitLab’s global social media function, overseeing strategy, YouTube, paid and organic programs, advocacy, measurement, and team development. Requires 10+ years in social media, global brand leadership, deep YouTube expertise, and experience managing budgets, teams, and executive reporting.
About the job
Responsibilities
- Own GitLab’s global organic social media strategy, channel plans, editorial priorities, budget, tooling, and results.
- Lead YouTube strategy, including channel architecture, programming, video formats, packaging, search/recommendation optimization, and subscriber and watch-time growth.
- Partner with Growth Marketing on paid social, shared audiences and messaging, creative briefs, boosting, and performance analysis.
- Develop campaigns supporting company, product, brand, and talent goals; guide content planning and publishing across channels.
- Build processes for collaboration in an all-remote, asynchronous environment.
- Use social listening, audience insights, and performance data to improve content and inform marketing decisions.
- Define KPIs, dashboards, and reporting cadence; present performance, learnings, and recommendations to marketing and executive leadership.
- Partner with Marketing, Communications, Product, Sales, Talent Acquisition, and Developer Relations.
- Build creator, influencer, advocacy, and employee advocacy programs, including platform adoption and measurement.
- Support executive and expert social presence and prepare responses to sensitive or fast-moving issues.
- Apply AI tools thoughtfully across social workflows.
Requirements
- 10+ years of experience in social media, including at least 5 years leading global social strategy at 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 with accountability for outcomes.
- Deep YouTube strategy experience, including growing a brand or business channel.
- Hands-on experience growing LinkedIn and X as primary channels.
- Experience with paid social, audience strategy, creative, and paid performance analysis.
- Experience connecting social programs to brand, communications, product, or business priorities.
- Strong editorial judgment and ability to turn complex topics into engaging content.
- Experience with short-form and long-form video, production partners, and creators.
- Experience defining social measurement frameworks and presenting results to executives.
- Experience building or scaling employee advocacy programs across multiple functions.
- Fluency with enterprise social publishing, listening, and advocacy platforms.
- Experience operating across multiple regions and languages.
- Ability to manage competing priorities and make sound decisions in fast-moving situations.
- Ability to work collaboratively in a distributed, asynchronous environment.
Tools and Platforms
- Sprout Social
- Meltwater
- EveryoneSocial
Compensation
- Base salary: $139,200–$235,200 annually.
Skills
Social Media Strategy, Youtube, LinkedIn, X, Paid Social, Social Listening, Video Production, Influencer Marketing, Employee Advocacy, Sprout Social, Meltwater, Everyonesocial, Kpi Dashboards, AI Tools, Content Strategy
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