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G2 is the world's largest software marketplace, recently unified with Capterra, SoftwareAdvice, and GetApp to create a comprehensive B2B software insights platform. With 200M+ annual visitors and 6M verified reviews, G2 is transforming how software buyers make purchasing decisions in the age of AI.
You will own the product strategy and roadmap for G2's User Generated Content (UGC) system end-to-end. This is a senior individual-contributor role focused on expanding beyond traditional reviews into broader forms of UGC while improving coverage, quality, freshness, trust, and usefulness.
Key responsibilities span four areas:
**Reviews Strategy, Trust, and Quality:** Define product strategy and roadmap for UGC. Establish signals and systems that improve relevance, recency, completeness, authenticity, and decision value. Create coverage and recency standards tailored to different product segments. Make explicit tradeoffs among coverage, volume, quality, cost, and speed. Partner with Research, Data, and AI teams on quality measurement, trust signals, moderation, and responsible AI use.
**Contributor Experience and Collection:** Own the complete product journey from invitation through contribution, verification, approval, publication, and reuse. Build adaptive collection experiences using context, dynamic questions, and AI assistance. Define product requirements for offsite, embedded, event-based, and "review now, verify later" collection models. Design and test incentive and value-exchange models. Instrument the funnel and run disciplined experiments on completion time, acceptance rates, cost per review, defects, and time to publication.
**Customer Activation and Distribution:** Own product capabilities that help customers discover, configure, activate, distribute, and measure reviews and UGC across product, marketing, sales, partner, and AI experiences. Turn repeat customer needs into scalable activation capabilities including reusable surfaces, permissions, integrations, APIs, and performance measurement. Partner with Revenue, Customer Success, Marketing, and Ecosystem teams on adoption patterns.
**Buyer Value and Product Innovation:** Connect UGC improvements to discovery, comparison, evaluation, and decision-making experiences. Partner with adjacent product teams to apply trusted evidence to AI-native buying experiences. Identify, validate, and scale new UGC forms that create measurable buyer or customer value. Stay close to buyers, contributors, and customers to ensure the roadmap reflects real behavior.
You will simplify ambiguous problems, align teams around key outcomes, and stay close enough to the work to ship and learn. This role requires leading complex work across Engineering, Design, Data, Research, Operations, and go-to-market teams without formal authority.
**Requirements:**
- 10+ years of product management experience, including Principal- or lead-level ownership of customer-facing, data-rich products
- Experience building contributor-driven, user-generated-content, marketplace, identity, community, or trust products at meaningful scale
- Strong command of product discovery, funnel instrumentation, experimentation, incentive design, and behavioral loops
- Sound judgment about where AI improves workflows and where human trust, verification, or control must remain
- Track record of connecting data quality and product mechanics to customer and business outcomes
- Proven ability to lead complex work across Engineering, Design, Data, Research, Operations, and go-to-market teams without relying on formal authority
- Clear, direct communication and willingness to make difficult prioritization decisions in ambiguous environments
**Nice-to-haves:**
- Experience with B2B software, reviews, research, decision-support, or marketplace products
- Experience building AI-assisted collection, creation, evaluation, or moderation workflows
- Familiarity with software buying journeys and the role of trusted peer evidence in purchase decisions
