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G2 is the world's largest software marketplace, recently merged with Capterra, SoftwareAdvice, and GetApp to create a centralized platform for software buying decisions powered by 6M+ verified reviews and 200M+ annual visitors. The company is transforming the B2B software industry and building the trusted data foundation for buyers and sellers in the age of AI.
In this role, you will own go-to-market strategy and hands-on growth execution for G2 AI Solutions—the company's full AI product portfolio spanning G2.ai (the AI playground and beta testing ground for Blueprints, Agent Evals, and future products) through their migration into G2.com. You will define the target audience, build compelling positioning and messaging, and personally drive the growth tactics that take early AI products from zero traction to revenue. You report to the Senior Director of Product Marketing with a dotted line into the product organization.
Key responsibilities include:
**GTM Vision & Market Definition (25%):** Define who each AI product is for and build differentiated positioning through lightweight experiments and customer conversations. Own end-to-end GTM strategy from G2.ai through G2.com migration with a buyer-first lens. Plan how each product's audience, messaging, and channel strategy evolves as it matures.
**Growth Execution & Zero-to-Revenue (20%):** Personally run growth tactics—campaigns, community seeding, lifecycle nurture, early pipeline generation—to move products from early access to revenue. Own pipeline visibility and run lightweight acquisition experiments (organic, community-led, referral) to identify what drives user conversion. Partner with Sales and RevOps to define revenue-readiness and drive handoff to scaled GTM.
**Early User Research & Market Validation (15%):** Proactively identify and engage prospective buyers before product launch through interviews, concept tests, and pilots. Stay close to competitive landscape and category trends. Build and maintain a network of early users providing ongoing input; synthesize findings into clear buyer and resonance insights.
**Sales Enablement & Go-to-Market Readiness (15%):** Partner with Sales Enablement to understand field feedback and close gaps with narrative, proof points, and collateral. Leverage G2's existing seller and customer base to seed adoption. Brief the PMM team on enablement materials needed across buyer, seller, and reviewer audiences.
**Cross-Functional Partnership & Orchestration (15%):** Serve as dedicated PMM partner for AI Solutions, embedded in product roadmap from earliest stages. Translate product direction into executable GTM plans; build frameworks and messaging with PMM peers, then partner with Demand Gen, Content, and Comms. Communicate direction, results, and recommendations to leadership; flag and solve upstream issues.
**Alignment & Market Intelligence (10%):** Provide clarity on work direction and rationale; operate as reliable partner across Marketing and Product. Maintain current view of competitive landscape and AI-powered GTM trends. Build high hiring bar for PMM function.
Travel required for company events, product offsites, and customer-facing meetings.
**REQUIREMENTS:**
- 7+ years of product marketing, growth marketing, or GTM strategy experience in B2B SaaS, including at least one experience launching a product with little to no existing playbook
- Proven ability to take a product from zero to revenue with hands-on experience running growth/demand campaigns, building pipeline, and driving early revenue (not just strategy)
- Experience in early-stage or new-product environment (startup, internal venture, skunkworks) where you defined the market alongside the message
- Comfortable with data and experimentation; understand testing frameworks, build and validate hypotheses, use data to tell compelling stories
- Natural relationship builder who gets things done through people across Marketing, Sales, Product, and Leadership; history of making colleagues' work better
- Clear, confident communicator who writes sharp positioning, gives crisp briefs, and runs productive meetings
- Comfortable operating in ambiguity; can help create a brief rather than requiring a fully-formed one
- Deep familiarity with or genuine curiosity about AI and how it's reshaping software buying behavior
- Experience with PLG or self-serve motions where deep buyer understanding was essential to acquisition
- Comfortable owning a broad, evolving portfolio of multiple AI products at different maturity stages rather than a single narrowly-defined product
