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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 B2B software buying decisions through trusted data and insights.
As Lead Copywriter, you'll own the brand voice and messaging strategy across G2's entire customer journey. Reporting to the Brand & Creative Director, you'll develop and maintain copywriting standards, tone guides, and brand frameworks that resonate with both prospects and customers. Your primary focus (85%) is copy development and brand maintenance: creating messaging across the full funnel from awareness to conversion, evolving brand tone to stay modern and relevant, and ensuring consistent execution across all marketing channels, design, animation, and customer touchpoints.
You'll partner closely with designers, developers, marketers, and brand strategists to elevate G2's positioning as "The place you go for software." This includes developing campaign copy, maintaining brand documentation, identifying messaging opportunities across channels, and executing on marketing requests. Your leadership responsibilities (15%) involve architecting messaging themes with the Creative Director, presenting copy strategy with business impact, participating in data-driven optimization conversations, and leading copy discussions in creative briefs to advocate for the strongest work.
You'll need 6-8 years of in-house or agency copywriting experience, with 2-4 years specifically in B2B SaaS. You should demonstrate excellence in brand messaging, deep understanding of copy nuances and channel-specific writing, and a strong POV on funnel-stage messaging. You're an obsessive storyteller who combines brand guidelines, brief goals, and good taste to deliver excellent campaigns. You excel at negotiating with cross-functional teams, setting copy direction, and providing constructive feedback. A repeatable process for arriving at great copy is essential.
