Lead Brand Copywriter

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, SoftwareAdvice, and GetApp 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 and philanthropic work (like our G2 Gives program) because it encourages us all to be better people.

About The Role

If it doesn’t sell, it isn’t creative. Cliche or not, Olgivy’s words still ring true today. You probably know them well and we’re preaching to the choir. As our next Lead Writer, you’ll marry universal human truths to our brand promise and product vision, and shepherd a brand that has customers, and soon-to-be’s, falling head-over-heels for us. You’ll be obsessed with uncovering the truth about our customers—the pain they struggle with and the joy that comes when a piece of software they found helps them win at their job. You don’t shy from imagination and often seek the elusive answer to “Wouldn’t it be cool if…”. You embrace others around you who endeavor to do the same, in the pursuit of our goals, inspiring and pushing others (yourself too) along the way. You’ll partner with designers, developers, marketers and more to fashion the growth of G2’s brand and demand gen engine, elevating our vision to be “The place you go for software”. You’re key to unraveling our stakeholders’ challenges across nearly every prospect and customer touchpoint—from events, brand strategy and documentation, to campaigns, to amazing employee success projects that enhance the employee experience, you’ll have your hands full and elbows deep in rich, impactful work. This role reports directly to the Brand & Creative Director.

In This Role, You Will: 

Copy development & Brand maintenance (85%):

• Create, maintain, update, and own copywriting and tone guides and ensure teams are executing on brand

• Develop copy across the funnel, from brand awareness to conversion, and knowing which language moves the needle for where the audience is at in their journey.

• Assist in evolving brand tone vision as well as tactical copy & tone philosophies and strategies to be modern and relevant

• Assist in defining overall copy process

• Provide consistent copy direction to media, design, animation, wherever graphics & text are prevalent

• Consistently identify copy and brand tone opportunities across marketing channels, working with project management to define and build briefs to address

• Execute on ROB copy needs across Marketing (primary stakeholder) and other teams

• Partner with brand strategists to develop fresh copy and enhance brand frameworks

Leadership (15%):

• Chiefly architect messaging themes for brand and marketing campaigns w/ CD

• Present copy strategy behind campaigns carefully articulating the strategy and business impact

• Participate in data driven conversations w/ marketing to gain learnings and identify copy opportunities to consistently improve

• Demonstrate leadership of company & team values, leading by example

• Lead copy conversations in each creative brief, advocating for the best work and rescoping work as needed

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. 

•  6-8 years experience writing in-house or external agency

• 2-4 years within B2B SaaS

• Excellent ability to create brand messaging

• Excellent knowledge of copy nuances and how to tailor to campaign goals

• Strong understanding of channel nuances and to be able to write to them

• Excellent POV on copy across the funnel, from TOFU brand awareness to LOFU conversion

• Strong understanding of B2B SaaS products, industry, and challenges

• Obsessive high standards of copywriting

• Demonstrated ability to negotiate with Design & Marketing teams to arrive at strongest copy solutions

• Partners with stakeholders to deeply understand their goals

• Ability to set copy direction across brand and campaigns

• Excellent storyteller that can combine brand, brief goals, and good taste, to deliver excellent campaigns

• Adept at providing feedback

• Has a strong repeatable process to arrive at great copy

What Can Help Your Application Stand Out:

•  Strong at presenting and pitching work

• Strong ability to envision copy visually in motion and static placements

• Excellent knowledge of writing tools (google docs, etc)

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. 

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