GitLab

$title

GitLab was entering hypergrowth and transforming from a single product into a unified DevOps platform. As part of the GTM and technical marketing leadership team, I helped shape positioning, competitive strategy, technical storytelling, and SE enablement during the growth period that carried GitLab into the Gartner Magic Quadrant and toward IPO.

This work strengthened the DevOps Platform category story and aligned product, sales, marketing, and executive stakeholders around a shared narrative.

$title

GitLab needed stronger clarity and differentiation during a critical scaling phase:

• Highly competitive landscape with GitHub, Atlassian, Jenkins, and point tools
• Massive product expansion requiring unified messaging
• Enterprise demand requiring technical credibility
• Analyst pressure leading toward IPO
• GTM teams needing better demos, differentiation, and narrative consistency

GitLab needed a story the entire company could rally behind — and that analysts and buyers would believe.

$title

Competitive Intelligence Engine

Built a system for gathering market insights, enabling sales, and influencing roadmap decisions:

• Competitive briefs & differentiation
• Objection handling
• Analyst-backed insights
• CI→Product feedback loops
• Battlecards used across global sales

Technical Storytelling & Demo Strategy

Created interactive, scenario-based demos used by SEs, GTM leadership, and field teams.

• Offline, event, and live demo experiences
• Demo certification for SE organization
• Workflow-based technical storytelling that resonated with practitioners

Category Narrative Development

Helped define and reinforce the DevOps Platform category, differentiating GitLab from fragmented toolchains and earning leadership across analyst reports.

Sales Engineering Enablement

Built workshops, certifications, trainings, and demo sessions used globally.

$title