Principal Product Manager, Buyer Products
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 capterra.com , SoftwareAdvice softwareadvice.com , and GetApp getapp.com 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 company.g2.com and philanthropic work (like our G2 Gives company.g2.com program) because it encourages us all to be better people.
ABOUT THE ROLE
More than 100 million software buyers use G2 each year to decide what to buy. AI has compressed discovery, but it has not made software easier to buy. Buyers now spend more time evaluating than researching, face a higher burden of proof, and increasingly start with an AI assistant before they ever reach a review site. G2 has the data, the reviews, and the audience to be the trusted place where that decision gets made. We need a product leader to build the experience.
As Principal Product Manager, Buyer Products, you will own the buyer experience across G2.com G2.com , G2.ai G2.ai , and our Capterra, Software Advice, and GetApp properties. This is a consumer-grade product role inside a B2B marketplace, with a GM mindset: you are accountable for the business outcome, not a feature backlog. Your charter is to turn anonymous traffic into known, returning buyers, and to turn those buyers into the highest-quality demand in B2B software.
This is a senior individual-contributor role for a builder who sets the strategy, ships in the product alongside Engineering and Design, and raises the bar for the PMs around them.
IN THIS ROLE, YOU WILL:
Strategy and Roadmap
- Own the product vision, roadmap, and operating metrics for Buyer Products. Make clear bets, sequence them, and say what we will not build.
- Start from the buyer. Obsess over what helps someone make a confident software decision, and treat their trust as the long-term asset.
- Make business tradeoffs when they matter. Understand how the buyer experience supports G2's business, and work with Marketing, Sales, Finance, and monetization teams to balance buyer value against revenue.
Build and Ship
- Lead discovery, define requirements, and drive delivery with Engineering and Design. Prototype, write specs, and ship changes yourself with AI-native tools where it creates speed.
- Run a high-cadence experimentation program. Define hypotheses, read results, and make ship, iterate, or kill decisions quickly with Data Science and Analytics.
- Work in small, AI-enabled squads with a bias toward shipping and learning over planning.
Buyer Insight
- Be the company's expert on how buyers research and evaluate software, including how AI assistants change that process. Run continuous qualitative and quantitative research, including with senior buyers.
- Translate buyer signals into product decisions and a clear narrative for the executive team.
Leadership
- Align Product, Engineering, Design, Data, Marketing, and Revenue teams around one buyer strategy.
- Mentor PMs, help set the hiring bar, and shape how the PM organization operates.
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.
- 10+ years of product management experience, including Principal- or lead-level ownership of a major consumer-facing product.
- B2B SaaS experience, with a clear understanding of how buyers research, evaluate, and purchase software and how vendors go to market.
- A GM mindset. You have owned a P&L, a business line, or a growth number, and you make decisions on business impact.
- A record of shipping consumer-grade products at scale: growth, personalization, search and discovery, or marketplace experiences where the product had to earn adoption on its own.
- 0-to-1 experience. You have launched or scaled a new product or category from concept through growth.
- Strong product taste and craft. You can critique a design, set a quality bar, and know the difference between good and finished.
- Fluency with data and experimentation. You use metrics, A/B tests, and closed-loop reporting to make high-stakes decisions.
- AI-native working style. You use AI tools daily to research, prototype, analyze, and ship, and you have a point of view on how AI changes discovery and evaluation.
- Excellent written and verbal communication, and the ability to influence senior stakeholders in ambiguous environments.
WHAT CAN HELP YOUR APPLICATION STAND OUT:
- Experience with a two-sided marketplace, review or UGC platform, media or content-led product, or a data and insights product.
- Experience growing logged-in or registered user bases and building lifecycle, personalization, or recommendation systems.
- Experience designing for AI assistants, agents, or MCP and similar integrations.
- Experience mentoring senior PMs.
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 culture.g2.com .
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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. Fo