Senior Director, Product Marketing

About G2 - The Company

G2 is the world's largest and most trusted software marketplace. When you join G2, you’re joining the industry’s leading team that helps businesses reach their peak potential by powering decisions and strategies with trusted insights from real software users.

Now, we have joined forces with Capterra, SoftwareAdvice, and GetApp to create the largest source of online data and software insights to fuel intelligent buying in the age of AI. With 200M+ combined annual visitors and 6M verified reviews, we are now the centralized place to enable software buyers to make better and faster decisions with confidence.

And we are just getting started! We are setting out to transform the global B2B software industry and become the most trusted data foundation for buyers and sellers of software for the age of AI.

Does that sound exciting to you? Come join us as we try to reach our next PEAK!

About G2 - Our People

At G2, everything we are and what we do is grounded in our PEAK values— (_P_erformance + _E_ntrepreneurship + _A_uthenticity + _K_indness. Working at G2 means you are part of a value-driven, growing global community that climbs PEAKs together. We cheer for each other’s successes, learn from our mistakes, and support and lean on one another during challenging times. With ambition and entrepreneurial spirit we push each other to take on challenging work, which will help us all to grow and learn.

You will be part of a global, diverse team of smart, dedicated, and kind individuals - each with unique talents, aspirations, and life experiences. At the heart of our community and culture are our people-led ERGs, which celebrate and highlight the diverse identities of our global team. As an organization, we are intentional about our DEI and philanthropic work (like our G2 Gives program) because it encourages us all to be better people.

About The Role

At G2, our Senior Director of Product Marketing sits at the center of our product, marketing, and revenue strategy. This is a high-impact leadership role with broad scope: you will own the go-to-market workstream across G2's full product portfolio — from our core seller and buyer intent products to our digital advertising solutions and AI and ecosystem innovations — while serving as the primary strategic partner to Product leadership. This is a rare opportunity to shape how the world's largest software marketplace tells its product story at a pivotal moment of growth and innovation. You will report directly to the Chief Marketing Officer and be a key member of the Marketing leadership team.

G2 is uniquely positioned in the market: we sit at the intersection of buyer intelligence, software discovery, and AI-powered GTM — and we have the data, brand, and momentum to define an entirely new category of how software companies grow. As Senior Director of Product Marketing, you will be the architect of how G2 brings that story to market.

You will partner deeply with G2's Product leadership — embedded in roadmap planning and strategy from the earliest stages — and lead a team of product marketers who collectively cover our full product portfolio. You will orchestrate innovation drops and integrated launch execution, partner strategically with Brand and Growth Marketing to amplify G2's product story in market, and develop the messaging and enablement content that equips our revenue teams to win.

This role is built for a marketer who thinks at the strategic level and executes alongside their team — someone who is genuinely product-fluent, commercially minded, and energized by the challenge of bringing innovative products to market at speed.

In This Role, You Will:

• Product Partnership & Go-to-Market Leadership (25%)
  • Serve as the primary strategic partner to G2's Product leadership — embedded in roadmap planning, prioritization, and strategy development from the start so that market timing, positioning, and launch strategy are shaped upstream, not at handoff.
  • Own end-to-end GTM strategy and execution for G2's full product portfolio, including tiered launch planning, innovation drops, and post-launch performance measurement across Brand and Growth Marketing.
  • Develop and maintain core positioning and messaging frameworks (messaging houses) for G2's product portfolio, ensuring differentiation and consistency across all marketing channels and customer conversations.
• Seller-Facing Product Marketing (20%)
  • Lead product marketing for G2's core seller products — including Buyer Intent and Marketing Solutions — owning full-cycle PMM from launch and partnering with customer advocacy and lifecycle marketing.
  • Develop compelling value propositions, messaging, and content that resonate with marketing and sales leaders across G2's target segments, translating product capabilities into clear business outcomes.
  • Drive product adoption and expansion by partnering with Customer Success and Marketing on lifecycle programs that communicate ongoing product value to existing customers.
• Digital Advertising & Performance Products Marketing (15%)
  • Own product marketing for G2's digital advertising and performance products — Ads, PPC, and PPL — developing the positioning, messaging, and content that drives awareness and adoption across seller segments.
  • Partner with Growth Marketing to ensure product messaging is integrated into campaign strategy and channel execution for G2's digital advertising solutions.
  • Track product adoption, usage data, and seller feedback to continuously refine messaging and surface opportunities for product and marketing improvement.
• AI, Ecosystem & Partner Product Marketing (15%)
  • Own product marketing for G2's AI-powered and ecosystem products — including MCP, API integrations, and Data Solutions — developing the positioning and market narrative for G2's most strategically innovative initiatives.
  • Build messaging architecture and go-to-market strategy for G2's H3 innovation pipeline, ensuring emerging products have a clear, compelling market narrative from early stage through broad launch.
  • Support partner marketing strategy in collaboration with Partner Marketing and G2's ecosystem and partnership teams, ensuring partner integrations and co-marketing programs are positioned and activated effectively in market.
• Cross-Functional Marketing Orchestration (10%)
  • Drive strategic alignment across Brand and Growth Marketing to ensure G2's product narrative is consistent, differentiated, and amplified across every marketing channel and external touchpoint.
  • Develop the messaging and enablement content — value propositions, playbooks, product narratives, and objection-handling guides — that equips our revenue teams to go to market with confidence, in partnership with the Sales Enablement team who drives program delivery.
  • Represent PMM in Marketing leadership discussions, ensuring product strategy and launch priorities are reflected in cross-functional planning and resource allocation.
• Team Leadership & Development (15%)
  • Lead and develop a talented product marketing team, setting high standards for strategic thinking, product fluency, data literacy, and execution quality across the function.
  • Establish clear role expectations, individual development plans, and a consistent team operating rhythm that keeps priorities sharp and team members growing.
  • Build and maintain a high hiring bar for the PMM function — attracting marketers with intellectual rigor, genuine product fluency, and GTM depth.

Minimum Qualifications:

We realize applying for jobs can feel daunting at times. Even if you don’t check all the boxes in the job description, we encourage you to apply anyway.

• 10+ years of product marketing experience, with at least 4 years in a director-level or above role in a B2B SaaS environment.
• Demonstrated track record of owning end-to-end GTM strategy and execution — from positioning and messaging through integrated launch — across a multi-product portfolio in a fast-moving environment.
• Deep product partnership skills: experienced partnering with Product leadership upstream in the roadmap cycle, able to read a roadmap critically and shape market narrative early rather than waiting for a launch brief.
• Broad PMM scope experience across multiple product types — ideally including data products, digital advertising or performance products, and AI or ecosystem solutions.
• A builder and executor who thrives on owning their work at every level alongside their team — writes the messaging house, engages directly with Product and Sales, drives cross-functional alignment personally.
• Strong preference for candidates with mid-market or growth-stage SaaS backgrounds where speed, resourcefulness, and hands-on execution are the norm.
• Analytical and data-driven: uses pipeline, product adoption, and market data to inform decisions and continuously improve GTM performance.
• Exceptional cross-functional leadership with a track record of influencing across Product, Sales, Brand, and Growth Marketing in complex organizational environments.
• Strong communicator and storyteller — clear, direct, and credible in written and verbal communication at all organizational levels including executive; able to translate complex product capabilities into compelling narratives for multiple audience types.
• Proven people manager with experience developing marketing talent and building high-performing team cultures.

Our Commitment to Inclusivity and Diversity

At G2, we are committed to creating an inclusive and diverse environment where people of every background can thrive and feel welcome. We consider applicants without regard to race, color, creed, religion, national origin, genetic information, gender identity or expression, sexual orientation, pregnancy, age, or marital, veteran, or physical or mental disability status. Learn more about our commitments here.

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