G2 - GTM Growth Lead, Advertising
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Requirements
• 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. • A minimum of 5 years of experience growing Advertising businesses with a focus on PLG GTM • Proven ability to analyze and derive insights from a variety of data sources to measure effectiveness and performance of GTM motions and digital campaigns • Highly effective communicator and cross-functional collaborator to drive strategic alignment and execution toward business goals • Expertise in global growth marketing and strategic go-to-market solutions across various customer segments • 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 https://culture.g2.com/commitments. • For job applicants in California, the United Kingdom, and the European Union, please review this applicant privacy notice https://legal.g2.com/applicant-privacy-notice before applying to this job. • 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. • For additional details about how we handle your information throughout the application process, please review G2's Applicant Privacy Notice https://legal.g2.com/applicant-privacy-notice.
Responsibilities
• Growth Strategy & Execution • Develop a global growth strategy that aligns with our GTM approach of PLG/PLS (digital-first, humans in the loop) • Lead the planning, execution, and optimization of initiatives aimed at increasing customer acquisition, activation, and retention • Partner cross-functionally to connect the dots and remove roadblocks across the entire GTM motion and keep partners in Product, Customer Success and Sales aligned and accountable • Campaign Optimization • Direct ownership of planning, execution and outcomes for Growth campaigns, including lifecycle emails, 1:1 nurture sequences, in-app notifications and nudges • Run, measure and optimize campaigns to improve conversion, activation and upsell performance • Collaborate with Product Marketing and Product to fine-tune messaging, targeting, and delivery • Journey Orchestration and Instrumentation • Design, operationalize and maintain an end-to-end customer journey for Advertising, including upgrades to subscription products • Outline the desired customer and business outcomes at each step of the journey, define success success metrics and PQL signals, prioritizing in-app self-serve, then digital touch-points (including testing new AI tools), and strategically adding human intervention when required • Partner with RevOps to implement comprehensive tracking and measurement frameworks across the entire journey to understand performance, ensuring data is accurate and insights actionable for continuous improvement • Data-Driven Decision Making • Measure full funnel performance and adjust execution to ensure the achievement of our company goals • Use data and learnings to inform strategic adjustments • Utilize analytics (including product, marketing and sales) to prioritize growth initiatives and measure campaign effectiveness • Collaboration with Leadership • Work closely with the VP/GM to ensure alignment between Growth efforts and overall business objectives • Provide regular updates on progress, reporting on metrics, insights, and recommendations for strategic pivots • Effectively communicate with leaders across Revenue and other departments for journey instrumentation and full GTM alignment
Benefits
• Estimated Base Salary $115K – $150K • At G2, we’re committed to building an equitable and inclusive workplace for all. That's why our compensation program is rooted in market data, transparency, fairness, and individual performance. • Compensation in an offer is determined by factors such as the candidate’s experience, relevant skills, and job-related knowledge. • We’ve built a company-wide framework to provide employees clarity on how compensation and success is measured at each level. This career framework supports our employees' professional growth and guides them to their PEAK. • We also support our employees by offering generous benefits, such as flexible work, ample parental leave, and unlimited PTO. Click here to learn more about our benefits. • Upload your resume here to autofill key application fields. • Drop your resume here! • Parsing your resume. Autofilling key fields... • Please submit your preferred first and last name • or drag and drop here • What is your experience building campaigns? • Decline to self-identify • Hispanic or Latino - A person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race. • Hispanic or Latino • White (Not Hispanic or Latino) - A person having origins in any of the original peoples of Europe, the Middle East, or North Africa. • White • Black or African American (Not Hispanic or Latino) - A person having origins in any of the black racial groups of Africa. • Black or African American • Native Hawaiian or Other Pacific Islander (Not Hispanic or Latino) - A person having origins in any of the peoples of Hawaii, Guam, Samoa, or other Pacific Islands. • Native Hawaiian or Other Pacific Islander • Asian (Not Hispanic or Latino) - A person having origins in any of the original peoples of the Far East, Southeast Asia, or the Indian Subcontinent, including, for example, Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippine Islands, Thailand, and Vietnam. • Asian • American Indian or Alaska Native (Not Hispanic or Latino) - A person having origins in any of the original peoples of North and South America (including Central America), and who maintain tribal affiliation or community attachment. • American Indian or Alaska Native • Two or More Races (Not Hispanic or Latino) - All persons who identify with more than one of the above five races. • Two or More Races • Hispanic or Latino • White (Not Hispanic or Latino) • Black or African American (Not Hispanic or Latino) • Native Hawaiian or Other Pacific Islander (Not Hispanic or Latino) • Asian (Not Hispanic or Latino) • American Indian or Alaska Native (Not Hispanic or Latino) • Two or More Races (Not Hispanic or Latino) • I identify as one or more of the classifications of protected veteran listed above • I am not a protected veteran
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