Senior Lifecycle Marketing Manager

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

Drive lifecycle marketing end to end across G2's marketplaces (Capterra, Software Advice, and GetApp) — owning audience, segmentation, and messaging strategy and running AI-assisted, cross-channel campaigns (email, SMS, paid social) that grow engagement and retention. Lead and develop the lifecycle team, set the operating cadence, and drive outcomes through experimentation and influence with senior stakeholders.

In This Role, You Will: 

•  Lifecycle Strategy & Execution (35%)

  • Own and drive end-to-end lifecycle programs for both software buyers and reviewers — driving engagement, retention, and advocacy across every stage of the journey.

  • Design and optimize onboarding, nurture, and reactivation campaigns across email and SMS, using segmentation and personalization to deliver relevant experiences at scale.

  • Own the full workflow: ideation, build, QA, launch, and ongoing optimization for marketing automation across channels.

  • Apply AI tools across the lifecycle workflow, from content generation to segmentation and journey automation, to increase program speed and scale.

• Data-Driven Insights & Experimentation (25%)

  • Own the lifecycle metrics that matter: engagement, retention, LTV and stay accountable for moving them, not just measuring them.

  • Read user behavior, campaign performance, and cohort trends to decide where the biggest opportunities are and what to do next.

  • Drive the experimentation roadmap: sizing bets by impact and effort, prioritizing ruthlessly, and deciding what to kill, scale, or double down on based on results.

  • Partner with Analytics, Product, and Advisor/Advocate teams to pressure-test the strategy and keep it aligned to business goals.

• Strategy & Team Management (30%)

  • Lead and develop the lifecycle team, setting the operating cadence and process for how work is prioritized, built, launched, and measured.

  • Identify opportunities for efficiency across the lifecycle workflow — streamlining production, QA, and reporting so the team ships more, faster.

  • Own the lifecycle segmentation framework across buyers and reviewers — cohorts, lifecycle-stage triggers, and the messaging, copy, and email template strategy that AI and the team execute against; partner with Content on editorial themes.

  • Set how lifecycle work gets prioritized, built, launched, and measured, and drive alignment with senior stakeholders through influence and results.

  • Drive innovation in lifecycle, coaching the team to test new approaches, channels, and AI-assisted solutions that raise the bar on impact.

  • Stay ahead of lifecycle, email, SMS, and AI trends, and own email/SMS best practices, deliverability, data integrity, and compliance.

• Cross-Channel Execution (10%)

  • Aim to own SMS end to end and coordinate with paid social — aligning messaging and timing across email, SMS, and paid social into one coherent experience, not siloed touches.

  • Partner with Product, Content, CRO, and Engineering to keep experiences and supporting landing pages seamless.

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. 

•  7–10 years in lifecycle, retention, or CRM marketing — ideally in SaaS, a digital marketplace, or B2B — with a track record as a recognized subject-matter expert in the discipline.

• People-management experience, with a track record of building and developing high-performing lifecycle or CRM teams.

• Demonstrated, hands-on experience applying AI tools to email and lifecycle campaigns (e.g., content and subject-line generation, segmentation, send-time or journey optimization, or automated/agentic workflows) with measurable results.

• Track record of driving cross-functional programs and senior-stakeholder alignment through influence rather than direct authority.

• Cross-channel experience: hands-on ownership of SMS campaigns and/or close collaboration with paid social, in addition to email.

• Expertise in marketing automation, segmentation, and personalization, with hands-on experience on leading platforms (e.g., Eloqua, HubSpot, Marketo, Salesforce Marketing Cloud, Braze).

• Strong analytical and experimentation skills — you size experiments by expected impact, design statistically sound tests, and make confident go/no-go and prioritization decisions based on measured results, not gut feel.

• Experience scaling high-impact programs from ambiguity, and leading through influence with senior stakeholders.

• A blend of enterprise-grade communication and relationship-building with a scrappy, solutions-oriented drive — an ambitious operator who finds a way to make it happen.

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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