The Corporate Marketing team includes Content Marketing, Corporate Events, PR (Public Relations), All-Remote Marketing, and Design. Corporate Marketing is responsible for the stewardship of the GitLab brand and the company's messaging/positioning. The team is the owner of the Marketing website and oversees the website strategy. Corporate Marketing develops a global, integrated communication strategy, executes globally, and enables field marketing to adapt and apply global strategy regionally by localizing and verticalizing campaigns for in-region execution. Corporate marketing also ensures product marketing, outreach, and marketing & sales development are conducted in a way that amplifies our global brand.
There is an initiative underway to simplify Project Management across all of Marketing.
In the meantime, we have implemented a few practices to help us get organized:
Fri: Apr 17, 2020)
backlogmilestone if they're no longer planned
GitLab's brand has a personality that is reflected in everything we do. It doesn't matter if we are hosting a fancy dinner with fortune 500 CIOs, at a hackathon, or telling our story on about.gitlab.com…across all our communication methods, and all our audiences, GitLab has a personality that shows up in how we communicate.
Our personality is built around four main characteristics.
These four characteristics work together to form a personality that is authentic to GitLab team-members, community, and relatable to our audience. If we were
quirky without being
human we could come across as eccentric. If we were
competent without being
humble we could come across as arrogant.
GitLab has a higher purpose. We want to inspire a sense of adventure in those around us so that they join us in contributing to making that mission a reality.
The following guide outlines the set of standards used for all written company communications to ensure consistency in voice, style, and personality, across all of GitLab's public communications.
See the Blog Editorial Style Guide for more.
GitLab is an open source project with a large community of contributors. Over 2,000 people worldwide have contributed to GitLab's source code.
GitLab Inc. is a company based on the GitLab open source project. GitLab Inc. is an active participant in our community (see our stewardship of GitLab CE for more information), as well as offering GitLab, a product (see below).
GitLab is a complete DevOps platform, delivered as a single application. See the product elevator pitch for additional messaging.
The tone of voice we use when speaking as GitLab should always be informed by our Content Strategy. Most importantly, we see our audience as co-conspirators, working together to define and create the next generation of software development practices. The below table should help to clarify further:
|We are:||We aren't:|
|Equals in our community||Superior|
We explain things in the simplest way possible, using plain, accessible language.
We keep a sense of humor about things, but don't make light of serious issues or problems our users or customers face.
We use colloquialisms and slang, but sparingly (don't look like you're trying too hard!).
pressand click on the
--- layout: markdown_page title: "Title of press release" description: "short sentence overview of press release' twitter_image: "/location/of/image.png" twitter_creator: "@gitlab" twitter_site: "@gitlab" twitter_image_alt: "Celebrating GitLab's press release about xx with fun emojis" ---
twitter_image_alt would be the three, net-new tags needed to be custom to every single release.
twitter_site would be static with the value "@gitlab".
twitter_image:section above and to merge the release. If the team has previously discussed the work, the social team may have already created a sharing image. If not, they will need to create it from this mention. The social team will add the data necessary to the MR for social sharing and merge the press release.
When you have added a press release, be sure to update the index page too so that it is linked to from /press/#press-releases.
datathen to the
press_releases:, then scroll to the most recent dated press release.
Recent Newssection with the most recent listed at the top. Display 10 articles at a time. To avoid formatting mistakes, copy and paste a previous entry on the page, and edit with the details of the new coverage. You may need to search online for a thumbnail to upload to
images/press, if coverage from that publication is not already listed on the page. If you upload a new image, make sure to change the path listed next to
Read more about our brand guidelines in the Brand and Digital Handbook.
GitLab Tech Talksplaylist on GitLab Unfiltered.
Below are some tips on being a better presenter. For an in-depth book that covers the entire speaking process, from submitting an abstract through preparing a structured talk to practicing and delivering read Demystifying Public Speaking.
In an effort to grow our engagement and connectivity with our community, we're pleased to offer a SPIFF incentive for our Sales (Sal's, TAM's, SA's, Professional Services), and Support Teams to get customers involved in speaking.
For event execution instructions, please see the Marketing Events page for detail instruction and the criteria used to determine what type of events are supported.
All swag requests, creation and vendor selection is handled by the Corporate Marketing team.
If you would like to get some GitLab swag for your team or event, email your request to
email@example.com (managed by the community advocacy team).
In your request include:
The swag we have available can be found on our online store. Note: It is recommended submit your request for swag at least 4 weeks in advance from the event date or we may not be able to accommodate your request.
firstname.lastname@example.org. Include the date needed, shipping address and items / volume desired. The request will be approved on the back end by the community team. All requests must be made 3 or more weeks out. You can expect a response within 5 business days.
email@example.com you would like to borrow this setup. You will be shipped this set along with a return label.
firstname.lastname@example.org. Include address, date needed and order quantity in request.
email@example.com your concerns.
firstname.lastname@example.org find the FexEx account number in 1password to create a return label. Returns are only recommended if you have a very large number of items (50+) or a booth setup (banner, tablecloth, backdrop) that need to be returned.
|Deal Size, by License||Suggested Order|
|50-100||2 shirts, up to 20 stickers|
|+100-250||5 shirts, 1 camper mug, up to 100 stickers|
|+250-500||2 shirts, up to 200 stickers|
|+500-1000||10 shirts, up to 250 stickers|
|+1000||1 hoodie or beanie, 20 shirts, 5 socks, max 500 stickers|
Corporate handles the creating and ordering of all new swag. All swag designs should be run past design (Luke) for approval before going to production.
Please consult the Social Marketing Handbook.
GitLab is an influencer and educator in remote work. It serves the community by creating valuable content that furthers the proliferation and ubiquity of remote-first and all-remote organizations, while enhancing the operations of colocated and hybid-remote companies by sharing implementable remote-first practices.
We believe that the remote principles relied on by GitLab are applicable even to colocated companies, and educating on pillars such as asynchronous workflows and informal communication can benefit all organizations.
If you are asked by peers for more information on how GitLab thrives as an all-remote team, please see the below.
If you're wondering where to start, direct people to a blog post — Resources for companies embracing remote work — which gives background and context, and lays out a logical flow of links for leaders and workers to follow as they learn.
We've built The Remote Playbook, a curated eBook with GitLab's top advice for companies transitioning to remote. This can be downloaded via a prompt on the all-remote homepage, accessible at http://allremote.info/
In scenarios where you need a quick link to vocalize, tweet, email, or otherwise share, we have established a memorable redirect: http://allremote.info/ ("All Remote Dot Info")
You may be asked to give a presentation on how GitLab works as an all-remote team, including requests that are specific to your role (sales, engineering, finance, people, etc.).
In these instances, you're welcome to use this Google Slides presentation,
Thriving as a Remote Team: A foundational toolkit. (This link is only viewable by GitLab team members.) A suggested script following this presentation is available for your use.
For a video of GitLab's Head of Remote walking through this presentation to a group of founders, click here. This presentation will serve as a guide to narrating the slides and connecting GitLab's approach to remote with the current reality of your audience.
Other slide decks are below.
GitLab is unique in that every single team member is remote. All-remote is the common thread that we all share, regardless of what department we serve. This means that each GitLab team member is uniquely equipped to share best practices with other leaders and companies.
The requests may be varied, from small firms looking to unwind their office strategy and go all-remote, to multi-nationals which are looking to implement remote-first best practices to account for more of their team working outside of the office (or in different offices).
Regardless of the nuance in the request, here are the foundational areas that should be covered. Be sure to describe how GitLab implements these tactics using low-context communication, leaning on examples and detail such that a non-GitLab company can envision how such a tactic could be useful in their own organization.
In case you as a subject matter expert are invited to write an Unfiltered blog post or create other written content, please feel free to make a copy of the "Going remote in __" blog post template and tailor based on your audience.
If you're looking for examples of the GitLab team describing our experience with remote work, have a listen at the podcasts below.
This is the issue to get everything you need in order to evangelize remote work on your social media accounts. It includes:
Learn more in GitLab's Handbook-First Documentation guide about how GitLab (the company) uses GitLab (the product) to build and maintain its handbook, as well as tools and tips for other companies who wish to start their own.
GitLab's growing library of remote guides is designed to be bolstered by new pages. Below is an overview of the process for adding a new guide.
Proposal: [NEW ALL-REMOTE GUIDE]as the subject
@dmurphto evaluate and provide feedback
See below for an A/B comparison of how an inward-facing GitLab handbook page is written vs. an external-facing all-remote guide is written.
GitLab's Brand and Digital Design team are building out images and illustrations to visualize all-remote.
The Google Drive repository is here, which is home to all-remote photography, presentation decks, animations, banners, illustrations, iconography, e-books, social graphics, and more. (Note: The Google Drive folder is private to those within the GitLab organization.)
Any GitLab team member is welcome to offer 1:1 advice or consultations on remote work. If you're asked to give a broader presentation or webinar to a group, private or public, please create a new issue in Corporate Marketing per the instructions in How To Contribute with details of the request.
An example of these details in an issue can be found here.
Once created, please tag
@jessicareeder in a comment with a note that includes
The all-remote team will be available to help direct if you feel unprepared, or pair the creator of the issue with someone else on the GitLab team if there's opportunity to add another layer of expertise (e.g. a DevOps expert, an HR expert, a Finance expert) depending on the company that's requesting.
GitLab's Remote Work Report sheds light on the current reality of remote work during a critical time in its global adoption. As leaders and team members grapple with going remote, this report provides insights on what matters to those who adopt this way of working, charting a path for building culture around autonomy and flexibility.
For example, 86% of respondents believe remote work is the future and 62% of respondents said that they would consider leaving a co-located company for a remote role. Contrary to popular belief, we found that most remote workers aren't digital nomads, and 52% are actually likely to travel less than their office working counterparts.
GitLab is a very transparent company. As such, our AMAs, webinars, and other conversations with team members and other companies are uploaded to a dedicated Remote Work playlist on the GitLab Unfiltered YouTube channel.
This parent epic houses all corporate marketing campaigns, projects, child epics, and issues related to all-remote initiatives.
The audience we aim to reach with our all-remote initiatives is both internal and external to GitLab. It closely aligns with our employment branding audience, and expands to cover key segments in the investor and business communities.
Managing your team
As detailed in GitLab’s public CMO OKRs, GitLab’s All-Remote Marketing team seeks to elevate the profile of GitLab in the media and investor circles, positioning it as a pioneer of remote work. It will spread the story of GitLab’s global remote employees, remote work processes, transparent culture and the movement to remote work that GitLab has created. It also seeks to position GitLab as an innovator in the eyes of investors, a vital part of GitLab’s public ambition to become a public company.
The team's primary home for publishing informational guides and content is the all-remote section of GitLab's handbook. This will be the preeminent home to all-remote content, positioned for consumption by media, investors, prospective customers and candidates.
GitLab is a very transparent company. As such, our remote-centric AMAs, webinars, and other conversations with team members and other companies are uploaded to a dedicated Remote Work playlist on the GitLab Unfiltered YouTube channel.
All-remote events should elevate GitLab as a thought leader in the remote work space, create new partnerships, generate leads and generate media interest/coverage. We will consider physical events, virtual events and events that combine an in-person presence with a livestream option.
We believe that all-remote is for everyone, and that almost every company is already a remote company. This includes all company sizes, from solo enterprises to multi-nationals, and geographies. Our event strategy should reflect this, offering education, insights, and actionable advice that applies to a wide spectrum of remote companies.
Events should create an inclusive atmosphere, welcoming and beneficial to those who are not receptive to remote or are working in a company where remote is not feasible/acceptable.
We incorporate all-remote content on GitLab’s social media accounts, and are investigating a visual approach to new mediums that are aligned with culture and lifestyle stories.
We are working with employment branding to surface relevant all-remote stories from GitLab team members to recruiting channels and review sites, such as Glassdoor, LinkedIn and Comparably.
There are also a number of videos on GitLab's YouTube channel that relate to working here:
Beginning in 2020, GitLab is sharing important data that quantifies the state of remote work globally via the Remote Work Report.
To contribute an idea or proposal to further GitLab's all-remote mission:
Proposal: [IDEA]as the subject
The All-Remote content calendar is hosted on Google Calendar. It's used to keep track of what is being released (and when), including the following.
For GitLab team members who need edit access or wish to add their own content to this calendar, please contact
@jessicareeder in the public
#all-remote_action Slack channel.
The mission of GitLab’s Corporate Communications team is to amplify GitLab's product, people and partner integrations in the media. This team is responsible for global PR (public relations).
The audience we aim to reach is external press/media. This includes business, lifestyle, workplace, finance, and beyond, using mediums such as print, digital, video, events, podcasts, etc.
GitLab's corporate communications team is the DRI (directly responsible individual) for the GitLab Master Messaging Document. If this document is needed, please request access in the
#external-comms Slack channel.
As detailed in GitLab’s public CMO OKRs, GitLab’s corporate communications team seeks to elevate the profile of GitLab in the media and investor circles, positioning it as a pioneer of remote work, increasing share of voice against competitors, and pulling through key messages in feature articles.
For external parties, please visit our Get In Touch page.
For GitLab team members, please use the
#external-comms Slack channel and please follow the Communication Activation Tree.
This process allows us to decide on the best channel to communicate different types of updates and news to our users, customers, and community.
Please follow the instructions below to request a formalized announcement around any of the following:
Please submit a request via an
announcement issue template in the Corporate Marketing project before opening an issue for a blog post, for example. In the issue template, you will be able to provide additional information on the proposed announcement. As a general guide, below the team has outlined three levels for announcements based on the type of announcements and suggested communications activities associated with each tier. The PR team will assess your request in the issue and determine how to proceed.
If you are requesting a joint announcement and you are not part of the Partner Marketing team, please ensure you ping them on your issue.
Level 1 - A level 1 announcement will be announced via a press release and amplified with social media and an optional blog post. The execution of a blog post will be determined by the blog editorial team on a case by case basis. If the editorial team agrees to have a blog, then the social amplification will be the blog link as it includes assets that are helpful in the link cards across social channels. If there isn't an associated blog post, the social amplification can be for the press release link or relevant news coverage of the announcement. (In this case, the DRI needs to ensure there is an associated image to use with the release link or would make the decision of which news outlet link to select for social amplification.) Example announcements and news include but are not limited to: major GitLab company news around funding, earnings, executive new hires, analyst firm industry awards, acquisitions/mergers, Commit announcements, major joint partner news (ex. a partner such as AWS or Google) and major customer announcement (ex. enterprise or government agencies).
Level 2 - A level 2 announcement will be announced via a blog post and amplified with social media. The DRI/SME of the announcement will be responsible for working with the blog editorial team on creating the content and MR for the blog post (please see the blog handbook for more on this process). Example announcements and news include but are not limited to: partner integrations, new feature/capability highlights from the monthly release cycles (ex. Windows Shared Runners), customer case study announcement (not household names).
Level 3 - A level 3 announcement will be announced and promoted via GitLab’s social media channels. Example announcements and news include but are not limited to: awards from media publications (ex. DEVIES), speaking opps that GitLab employees are participating in (drive attendees/awareness) and ecosystem partner integrations.
Other - In some cases, the following communications channels may be more appropriate:
In some cases it may be more appropriate and efficient to communicate with users in a public issue. Below are some examples of the types of communications that may suit an issue as opposed to a blog post, press release, or email, for example:
Using a public issue has a few advantages:
Below are some examples of using an issue to communicate something with our audience. Feel free to use these as a template for your issue. See below PR review and media guidelines section for more details on the review process.
At a minimum, your issue should:
user communicationlabel applied.
We can spread the word about a public issue in the same way that we would promote a blog post:
We can promote other items this way as well: for example surveys, landing pages, or handbook pages.
Speaking on behalf of GitLab via a public channel such as a media interview (in-person or via phone), a podcast, a public issue on GitLab, a forum, a conference/event (live or virtual), a blog or an external platform is a significant responsibility. If you are unsure whether or not you should accept a speaking opportunity, create a public issue to gather feedback/communicate a message, or provide comment representing GitLab to a member of the media or influencer, please see below for guidance.
If you are asked to speak on behalf of GitLab, consider reaching out to the PR and Technical Evangelist teams to ensure that the opportunity aligns with GitLab objectives. Inquiries should be initiated in the
#external-comms Slack channel.
If you are asked to be quoted or to provide commentary on any matter as a spokesperson of GitLab, please provide detail of the opportunity to the PR team in the
#external-comms Slack channel.
In the event that a media member, editor, or publisher offers a draft or preview of an article where you are quoted, please allow the PR team to review by posting in the
#external-comms Slack channel. The PR team will ensure that the appropriate GitLab team member(s) review and approve in a timely manner.
If you would like to use a GitLab public issue to communicate an update to customers/users or gather feedback from customers/users, please complete the
announcement issue template with the details of the specific request and draft of the issue announcement copy. The PR team will review the request details and issue copy, as well as recommend other relevant teams (product, product marketing, legal, etc) to loop in for review before posting.
Please consult the Social Marketing Handbook. If you are contacted on a social media platform and asked to share/retweet or provide commentary as a spokesperson of GitLab, feel welcome to provide detail of the opportunity to the social team in the
#social-media Slack channel.
You are welcome to write about your experience as a GitLab team member on your personal blog or for other publications and you do not need permission to do so. If you would like someone to check your draft before submitting, you can share it with the PR team who will be happy to review. Please post it in the
#external-comms Slack channel with a short summary of what your blog post is about.