Growth Lead, Advertising

About G2 - The Company

When you join G2, you’re joining the team that helps businesses reach their peak potential by powering decisions and strategies with trusted insights from real software users.

G2 is the world's largest and most trusted software marketplace. More than 100 million people annually — including employees at all Fortune 500 companies — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation and grow their business — including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on LinkedIn.

As we continue on our growth journey, we are striving to be the most trusted data source in the age of AI for informing software buying decisions and go-to-market strategies. Does that sound exciting to you? Come join us as we try to reach our next PEAK!

About G2 - Our People 

At G2, we have big goals, but we stay grounded in our PEAK (Performance + Entrepreneurship + Authenticity + Kindness) values. You’ll be 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 and philanthropic work (like our G2 Gives program) because it encourages us all to be better people. 

About The Role

As our Growth Lead, you will be pivotal in driving acquisition, activation, and retention/expansion strategies that fuel our company's Advertising revenue. Your focus will be on crafting and executing a global growth strategy aligned with our Go-To-Market (GTM) objectives, leveraging data, digital tools and cross-functional partnerships to optimize performance across all stages of the customer journey.

In This Role, You Will Focus On: 

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 adjustm