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 is looking for a Lifecycle Marketing Senior Manager to accelerate growth of our international online software marketplaces through world-class go to market strategies. This role will drive end to end go to market and product marketing execution for G2 Digital Markets.

In This Role, You Will:

• Lifecycle Strategy & Execution

  • Develop and execute comprehensive lifecycle marketing strategies for both software buyers and vendors, driving engagement, retention, and advocacy across all stages of the customer journey.

  • Design and optimize email marketing campaigns to onboard, nurture, and reactivate users, leveraging segmentation and personalization to deliver relevant experiences.

  • Own the end-to-end management of marketing automation workflows, including campaign ideation, build, QA, launch, and ongoing optimization.

• Data-Driven Insights & Optimization

  • Analyze user behavior, campaign performance, and cohort trends to identify opportunities for lifecycle improvements and increased customer lifetime value.

  • Conduct A/B testing and leverage analytics to continuously refine messaging, creative, and channel mix for optimal results.

  • Partner with Analytics, Product, and Advisor/Advocate teams to ensure lifecycle strategies are aligned with business goals and informed by actionable insights.

• Cross-Functional Collaboration

  • Collaborate with Product and Content teams to ensure consistent messaging and seamless experiences throughout the customer journey.

  • Work closely with Product, CRO, and Engineering teams to implement messaging and engagement tactics on landing pages we leverage for Emails.

• Customer Advocacy & Retention

  • Develop programs to convert, engage, and retain buyers on Capterra, GetApp, and Software Advice.

  • Implement win-back and re-engagement campaigns to minimize churn and maximize retention among both buyers and vendors.

• Technology & Best Practices

  • Stay current with the latest Lifecycle and Email marketing trends, technologies, and best practices, bringing innovative ideas to the team.

  • Manage and optimize email marketing best practices and ensure data integrity and compliance.

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.

• 8+ years of experience in lifecycle, retention, or CRM marketing, preferably in a SaaS, digital marketplace, or B2B environment.

• Proven track record designing and executing successful Email marketing and Lifecycle marketing programs that drive engagement and retention.

• Expertise in marketing automation, segmentation, and personalization; hands-on experience with leading platforms (e.g., Eloqua, HubSpot, Marketo, Salesforce Marketing Cloud, Braze).

• Strong analytical skills with experience in A/B testing, campaign analysis, and translating data into actionable insights.

• Excellent project management, communication, and cross-functional collaboration skills.

• Creative, customer-centric mindset with a passion for optimizing the user journey and delivering measurable business impact.

What Can Help Your Application Stand Out:

• Bachelor’s degree preferred, ideally in Marketing, Business, or a related field.

#LI-Hybrid

#LI-LF8

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
G2 incorporates AI-powered technology to enhance our candidate evaluation process. These tools may assist with initial application screening, skills assessment analysis, and identifying candidates whose qualifications align with specific role requirements. While AI technology supports our recruitment workflow, all final hiring decisions remain under human oversight and judgment.

Your Choice Matters: If you would prefer that your application be reviewed without AI assistance, you can opt out by entering your email address in the email entry field at the bottom of the Automated Processing Legal Notice. Choosing to opt out will not disadvantage your application in any way—we will ensure your materials receive a thorough manual review by our hiring team.
For additional details about how we handle your information throughout the application process, please review G2's Applicant Privacy Notice.