Lead Customer Advocacy Manager, APJ

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An Overview of the Role As the Customer Advocacy Lead for APJ, you will celebrate our customers and spotlight their achievements, turning GitLab's most successful customers into visible, influential champions. You will identify and activate advocates and their stories that showcase customer outcomes, support pipeline and revenue goals, and deepen trust in GitLab across Asia Pacific and Japan.

Reporting into the growth marketing organization, you will own the day-to-day development and delivery of customer advocacy initiatives in close partnership with APJ sales, marketing, and global teams. You will build trusted customer relationships, identify stories and advocates, and connect the right customers to references, campaigns, events, and executive engagements. Because APJ spans diverse markets, cultures, and time zones, you will tailor engagement to local context while creating programs that scale and align with global priorities.

In your first year, you will establish clear, measurable advocacy goals for the region, strengthen collaboration with regional stakeholders, and increase the visibility of customer outcomes across go-to-market motions. This is an opportunity to bring the voice of APJ customers forward and demonstrate GitLab’s impact on their business.

Some Examples of Our Projects

• Partnering with sales, pre-sales, and marketing to turn complex customer solutions into compelling narratives for campaigns, events, and executive engagements

• Creating and executing customer references, case studies, speaking opportunities, and other advocacy activities and programs across APJ markets

What You’ll Do

• Own the APJ customer story, reference and proof library, and associated pipeline.

• Build and nurture relationships with customer advocates, including senior stakeholders, and identify opportunities for references, case studies, events, and thought leadership.

• Manage the customer advocacy lifecycle: identify and recruit advocates, understand their goals, coordinate participation, and maintain mutually valuable relationships over time.

• Bring the voice of the customer into GitLab’s narratives, campaigns, and go-to-market plans by working with internal stakeholders to develop and amplify customer stories.

• Partner with regional and global sales, marketing, customer success, and product teams to align advocacy initiatives with pipeline, expansion, and retention priorities.

• Define and track program measures, such as advocacy participation, reference fulfillment, pipeline influence, and customer-story impact.

• Prior...