Director, Social Media

The role

This player-coach role sits inside the marketing organization and owns the full results of GitLab's social practice, from strategy and spend to tooling and people development. The leader acts as the top social voice for executives and guides two social managers who report into corporate communications on a dotted-line basis. The work covers company, product, and employer storytelling aimed at customers, developers, contributors, and job candidates.

What you would do

• Drive the social function's results and its link to marketing and company targets while guiding two social managers on goals, feedback, and growth
• Set worldwide organic social direction, channel planning, and content priorities with a consistent voice
• Run YouTube from start to finish: channel structure, show and series creation, long and short videos, titles and thumbnails, discoverability, and audience growth
• Collaborate with the growth team on boosted content by briefing creative, syncing audiences and messaging, and tying paid outcomes back to organic plans
• Manage the social spend, software stack, and relationships with agencies, freelancers, and production vendors
• Build a measurement system with KPIs, dashboards, and a regular reporting rhythm for leadership
• Launch creator, influencer, and advocate initiatives involving developers, community contributors, and internal staff
• Run the internal advocacy effort, boosting involvement across several departments, arming staff with shareable material, and tracking reach and contribution to brand and hiring aims
• Advise leaders and technical experts on credible social presence alongside Communications, including candid feedback on drafts for C-suite
• Bring AI tools into the social workflow deliberately, and plan for and steer responses to delicate or rapidly developing situations with relevant teams

What they asked for

• Over ten years in social media, including at least five years directing social for a large international brand at senior manager level or higher
• Prior end-to-end ownership of a social function, covering strategy, spend, staffing, tools, and results as the person ultimately accountable
• Track record directing people, outside agencies, and multi-team work across regions and languages, while answering for outcomes
• Deep YouTube experience: has grown a brand or business channel and can reason about programming, formats, packaging, and what drives performance
• Proven growth on LinkedIn and X as core channels, with judgment on content type, format, and posting frequency for each platform
• Paid social background and an understanding of how organic and paid efforts strengthen one another, from ad creative to audience planning and reading paid results
• Sharp editorial instincts and comfort with short and long video, including working alongside producers and creators
• Experience designing a social measurement framework and presenting performance findings to executives on a steady schedule
• Experience creating or expanding an internal advocacy initiative across several departments, keeping engagement going after launch, and reporting attributed reach and impact
• Hands-on use of an enterprise social suite spanning publishing, listening, and advocacy, such as Sprout Social, Meltwater, or EveryoneSocial