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G2 is the world's largest software marketplace, recently merged with Capterra, SoftwareAdvice, and GetApp to create a unified platform serving 200M+ annual visitors with 6M verified reviews. The company is transforming the global B2B software industry by becoming the most trusted data foundation for software buyers and sellers in the age of AI.
You will lead marketing for the EMEA region, reporting to the VP, EMEA, with one direct report. This is a commercially focused leadership role centered on three core responsibilities: owning the pipeline G2 generates in EMEA, managing the EMEA event calendar and associated pipeline generation, and serving as the bridge between the region and G2's central Growth Marketing team.
Key responsibilities include:
- Owning the EMEA marketing plan, budget, and pipeline targets
- Translating G2's global go-to-market strategy into a regional plan tailored to how European buyers actually purchase
- Driving EMEA pipeline growth and conversion across the full demand funnel
- Leading EMEA event strategy and execution (executive dinners, sponsored events, partner events, virtual formats), including format selection, audience definition, calendar planning, and budget management
- Leading the EMEA account-based marketing program using buyer intent and account signals to prioritize target accounts
- Running weekly pipeline and funnel reviews with EMEA sales leadership and managing the marketing-to-sales handoff
- Partnering with central Growth Marketing to adapt global campaigns for EMEA and feeding regional results back into the global model
- Forecasting and reporting on MQA, SQLA, pipeline, revenue, and average contract value using Salesforce and Looker
- Managing, coaching, and developing one direct report
- Serving as the marketing voice on the EMEA leadership team with autonomy that comes from being region-based rather than centralized
You will have the autonomy to decide what EMEA needs, secure resources, adapt global programs, build region-specific initiatives, and own the pipeline numbers. You'll also identify regional triggers and signals that convert and feed them back into the global model.
REQUIREMENTS:
- 7+ years of B2B marketing experience
- 2+ years leading a lean marketing team in a player-coach capacity, balancing hands-on execution with people management
- Hands-on experience designing digital one-to-one and one-to-few ABM campaigns, overseeing event efforts, and planning/executing bottom-of-the-funnel activation programs
- Proven track record owning event strategy and running executive-level formats that produced pipeline, not just attendance
- Previous experience in a B2B company in the sales and marketing tech category
- Experience developing and executing enterprise marketing plans in partnership with Account Development, Sales, and Customer Success teams
- Demonstrated ability to turn buyer intent or behavioral signals into campaigns that converted, with ability to show which signals worked and which did not
- Motivation by results and contribution to pipeline/revenue
- Ability to thrive in ambiguity and create new ways of working
PREFERRED QUALIFICATIONS:
- Experience as a G2 customer
- Deep knowledge of the enterprise software buying process
- Experience with SFDC, Marketo, 6Sense, and Looker
- Experience using AI tools to execute work (G2's growth function is moving toward AI-orchestrated plays)
- Experience building a customer community in a region
