Field Marketing Manager (Events & Demand Generation) at GitBook

👋 A little about us: We’re building the best platform for authoring, publishing, and maintaining world-class documentation. Close to 40,000 sign-ups per month, over 100,000 Monthly Active Users, used by 2M+ people and thousands of teams like Zoom, FedEx, Nvidia, Snyk, and Google. We’re profitable, backed by P9 Capital, Notion Capital, and Fly VC, and our team is spread across 15 countries in North America, Europe, and Asia.

Our enterprise motion is growing, and the way we reach buyers is changing. Docs are bought by engineering leaders, platform teams, and developer experience owners—people who don’t answer cold emails but do show up at conferences, dinners, hackathons, and community meetups. Field marketing is how we get in front of them.

Today, our event activity is opportunistic: a booth here, a sponsored dinner there, a webinar when someone has time. There’s no tiering model, no consistent follow-up motion, and no reliable way to measure which events create the right pipeline. This role owns all of it.

This is a new function at GitBook. You’d be the first person to own it.

What you'll do:

• Own the global event calendar: Decide which industry tradeshows and conferences we attend, at what level, and why. Run them end-to-end: sponsorship negotiation, booth setup, staffing, messaging, budgeting, and on-site execution.

• Build activation around the big moments: The booth is rarely where deals happen. Design side-events like curated dinners, executive roundtables, breakfast briefings, and happy hours. Build guest lists around target accounts we want in the room.

• Create GitBook’s own events: Design and run owned formats—roadshows, customer summits, docs-focused meetups, and launch moments. Define the format, content arc, and experience.

• Experiment with community activation: Work with DevRel colleagues on hackathons, docs sprints, and community events. Run them as experiments with clear outcomes.

• Own online events: Webinars, virtual roundtables, and livestreams. Run them yourself or coordinate the team.

• Build the tiering model: Define what a Tier 1, 2, and 3 event looks like at GitBook: spend bands, staffing, pre- and post-event motion, and the bar for each tier.

• Report on pipeline, not attendance: Build a measurement model for events: cost per opportunity, event-sourced and event-influenced pipeline, target-account attendance, and conversion to closed-won deals.

• Make the sales follow-up motion work: Build a lightweight SLA for pre-event target lists with AEs, brief the team on event strategies, and create a follow-up structure to turn badge scans into conversations.

• Act as an ABM sparring partner: Collaborate with Sales and Marketing on account selection, buying-committee mapping, and how field programs plug into 1:1 and 1:few plays.

How we'll measure success:

In your first 90 days: a tiered event calendar for the next four quarters, a working measurement model in our CRM, and a follow-up motion Sales has agreed to.

After that: event-sourced and event-influenced pipeline, cost per opportunity by tier, target-account penetration at Tier 1 events, and speed of follow-up.

What we're looking for:

• 7–10 years in B2B SaaS marketing: with a meaningful stretch in field marketing, event marketing, or integrated demand generation. Experience running international programs, especially in the USA.

• A ROI mindset: Focus on opportunities and cost per opportunity, not impressions or badge scans. Ability to defend event budgets with data and kill underperforming events.

• Real operational range: Negotiate sponsorships, manage logistics, write invite emails, and build or oversee HubSpot dashboards.

• Sales credibility: AEs will trust your insights or route around you. Comfortable answering hard questions about spend in pipeline reviews.

• Taste: Opinions on what makes an event memorable and worth attending.

• Comfort with a technical audience: Buyers are engineers and engineering leaders. Understand why overly polished marketing fails with this audience.

• Ownership mindset: No playbook here—you’ll define processes, flag issues early, and drive next steps.

Ideal candidates may come from field marketing roles in SaaS companies that grew event-heavy, event marketing roles where they owned pipeline numbers, demand gen roles with a large in-person component, or community/DevRel roles with commercial edges. Travel is expected, roughly a week or two per quarter, with potential for more during peak conference seasons.

What this role is not:

This isn’t a team management role from day one, nor is it purely strategic. You’ll be hands-on at events and in post-event analysis.

It’s also not brand marketing or product marketing. You’ll partner closely with both but are accountable for pipeline.

If successful, this function will grow in scope, budget, and headcount. We’re hiring for someone who wants to build it from scratch, not for the role that may exist in two years.

👥 Join GitBook at a pivotal time as we evolve our product and team. This is a chance to shape our product, craft, and culture.