An overview of this role

As a Lead/Principal Journey Architect on GitLab's Digital Customer Outcomes team, you'll connect programs into customer journeys that drive meaningful actions, retention, consumption and revenue outcomes. You'll own journey design and service blueprints, starting with priority cohorts and expanding across products, personas and named, pooled and digital coverage models. Reporting to the Vice President, Digital Customer Outcomes, you'll join as an individual contributor at L5 (Lead/Staff) or L6 (Principal), depending on your experience and scope. At L5, you'll lead journey design and builds for priority cohorts; at L6, you'll own the journey framework across all products, personas and coverage models with division-wide influence. Digital Orchestration builds and runs journeys day to day; you'll remain accountable for their outcomes and improvement.

What you’ll do

• Design journeys backward from business outcomes to meaningful customer actions, audiences and engagement tactics. Map each cohort's intended path, timing, signals that customers need help and interventions to get them back on track.
• Decide which steps are self-serve, artificial intelligence (AI)-assisted or human-led, and define the handoffs between them. Design across in-product guidance, email, events and community, choosing the right channel for each moment.
• Build service blueprints with Customer Experience (CX) Operations, documenting the people, systems, data, content and handoffs behind each touchpoint. Launch every journey with a documented blueprint, owners and metrics from the measurement framework, giving every step a trigger, a response, an owner and a metric.
• Write journey specifications covering steps, triggers, audiences, channels, content, handoffs and metrics. Set build plans, coordinate partner teams and clear dependencies to launch on time and to specification.
• Specify the content and self-service resources each step needs, and work with content teams to create and govern them. Partner with Lifecycle Marketing on audience, sequencing and delivery so customers experience one coordinated journey.
• Hand live journeys to Digital Orchestration to run, remain accountable for their outcomes and build in regular optimization cycles with the Digital Outcomes team's Data/Insights partner. Serve as the directly responsible individual for the under-$10,000 digital journey in fiscal year 2028 (FY28).
• Measure live, measured journey coverage across products, personas and coverage models, step conversion, lift against a holdout or comparison group, meaningful actions, recovery after interventions, time to value and influence on revenue and customer retention. Track partner adoption of the shared journeys and blueprints.
• Lead journey design and cross-functional builds for priority cohorts at L5; at L6, act as GitLab's single owner of journey design and maintain one consistent framework across products, personas and coverage models.

What you’ll bring

• Senior experience in customer journey design, service design or digital customer success.
• A track record of turning journey designs into launched programs with measurable adoption, retention or expansion outcomes.
• Hands-on experience building service blueprints and designing handoffs between digital and human teams.
• Working knowledge of journey orchestration, in-app guidance and marketing automation platforms.
• Comfort defining customer signals, triggers and success metrics, interpreting funnel conversion and running tests.
• A track record of leading complex, cross-functional builds through launch without direct authority, including planning, managing dependencies and coordinating stakeholders across many teams.
• Experience in business-to-business software as a service is helpful, as is domain knowledge of development and operations (DevOps) or development, security and operations (DevSecOps).

Please note that we welcome interest from candidates with varying levels of experience; many successful candidates do not meet every single requirement. Additionally, studies have shown that people from underrepresented groups are less likely to apply to a job unless they meet every single qualification. If you're excited about this role, please apply and allow our recruiters to assess your application.

About the team

The Digital Customer Outcomes team brings digital experiences and human support together around customer outcomes. Programs today run largely on their own; this role connects them into journeys with shared service blueprints and measurable outcomes. You'll work day to day with Digital Orchestration, which builds and runs the journeys you design, and the Digital Outcomes team's Data/Insights partner, which measures them. You'll bring together CX Operations, Lifecycle Marketing, Marketing Engineering and Operations, Content, Product, CX Engineering, Customer Success, Renewals and CX Services so customer touchpoints line up rather than compete, with clear digital and human handoffs.