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— (Performance + Entrepreneurship + Authenticity + Kindness. 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

G2 has a meaningful Content business, proprietary market evidence, and a trusted customer voice. Today that portfolio spans a range of content, research, and emerging AI-enabled experiences. The opportunity is to turn those assets into a coherent product system - not simply add another content generator.

We are looking for a US-based Principal Product Manager to lead the product strategy across the full portfolio. You will connect customer objectives and G2 evidence to content creation, rights and approvals, distribution, measurement, and activation - while improving the products and customer relationships that already exist.

You will define what belongs in one product, what should remain a connected offer, and how the portfolio evolves without compromising the independence and trust that make G2 evidence valuable. This is a senior individual-contributor role for a product builder with meaningful experience in both content systems and advertising or activation products.

In This Role, You Will Be Responsible For: 

Portfolio and Product Strategy

• Own the product strategy and roadmap for the full G2 Content portfolio, not only net-new AI products.

• Define how the current Content portfolio and future capabilities fit together into a coherent customer experience.

• Translate customer and market demand into clear product bets, sequenced roadmaps, and evidence-based portfolio decisions.

• Partner with go-to-market, Finance, RevOps, and Legal on rights, packaging, commercial readiness, and responsible experimentation.

AI-Native Content Operations

• Build the product system that turns G2 evidence and customer objectives into high-quality, reusable content across formats and channels.

• Apply AI to research, briefing, creation, enrichment, personalization, approvals, distribution, and measurement where it creates real leverage.

• Create structured content, metadata, provenance, rights, and workflow capabilities that make the output reusable and trustworthy.

• Design the human-control layer for strategy, taste, claim substantiation, brand safety, and material approvals.

Distribution and Measurement

• Connect content creation, distribution, activation, and measurement into a coherent customer experience.

• Use customer and performance signals to improve future product, content, and channel decisions.

• Run focused discovery and testing to validate customer value before scaling new capabilities.

• Make measurement clear enough for customers and internal teams to understand what worked and what should happen next.

Trust, Portfolio Leadership, and Commercial Outcomes

• Protect editorial independence: customers may sponsor, commission, distribute, and activate content, but they cannot buy conclusions, rankings, or favorable independent coverage.

• Set clear decision rights across Product, Editorial, Research, Creative, Delivery, and commercial teams - preserving editorial independence and accountable product ownership.

• Align Product, Engineering, Data, Research, Editorial, Creative, Marketing, Revenue, and customer-delivery teams on the end-to-end experience.

• Define and track a focused set of product, customer, business, and trust metrics.

• Communicate product tradeoffs, investment needs, evidence, and progress clearly to senior stakeholders.

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 management experience, including Principal- or lead-level ownership of customer-facing products.

• Demonstrated product experience in both content systems and advertising, adtech, audience activation, or performance-marketing products.

• Strong product judgment in AI-enabled workflows, data products, audience experiences, and human-in-the-loop controls.

• Experience consolidating or modernizing a broad portfolio into a sequenced roadmap, migration plan, and shipped outcomes.

• Proven ability to work across Editorial, Creative, Engineering, Data, Research, Sales, Marketing, and customer-delivery teams.

• Commercial fluency across software, services, media, or hybrid models, including entitlements, rights, packaging, and pricing.

• Excellent communication, customer judgment, and cross-functional influence in ambiguous environments.

What Can Help Your Application Stand Out:

•  Experience with B2B media, content marketing platforms, ad tech, creator tools, or owned-media products.

• Experience commercializing proprietary data, research, audience, or customer-voice products.

• Experience with content operations, measurement, rights and provenance, or AI-assisted production workflows.

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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How We Use AI Technology in Our Hiring Process
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