About The RoleMore 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.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.
