VP of Growth & Buyer Experience
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
G2 is seeking a Vice President, Buyer Experience to lead our marketplace strategy with a strong focus on SEO and Generative Engine Optimization (GEO). Reporting directly to our Co-Founder and Head of Product, this leader will own G2’s strategy for how millions of software buyers discover, evaluate, and engage with our platform.
This role is responsible for driving buyer acquisition, growing organic traffic, and positioning G2 as the most trusted and cited source in both traditional search and AI-powered discovery. You will lead a team of product managers and SEO/GEO leaders across North America and APAC, setting strategy, aligning execution, and guiding G2 through the changing dynamics of search in an AI-driven world.
The ideal candidate brings deep expertise in SEO, an entrepreneurial mindset, and a proven record of using data and experimentation to unlock growth. This is a highly visible role with direct impact on G2’s growth trajectory and market leadership.
Key Responsibilities:
SEO/GEO Leadership: Define and execute G2’s SEO and Generative Engine Optimization (GEO) strategy, ensuring G2 content is the most visible and cited in both traditional search and AI-driven discovery.
Buyer Acquisition: Own strategy and execution for how buyers find and engage with G2, driving growth in total traffic and high-intent sessions using growth Marketing strategies.
Team Leadership: Lead a large, globally distributed SEO/GEO organization through experienced people managers, as well as two product managers focused on the buyer experience. Build alignment across teams, provide strategic direction, and ensure execution delivers measurable business impact.
AI-Driven Search Innovation: Anticipate shifts in how software buyers use AI to discover solutions, and translate those shifts into proactive product and SEO strategies.
Metrics Ownership: Drive performance against KPIs including total traffic growth. G2’s presence as the #1 citation source in LLMs across software categories and building an owned buyer audience.
Thought Leadership: Represent G2 internally and externally as a leader in SEO/GEO strategy, communicating vision, progress, and insights across the executive team and broader market.
Cross-Functional Collaboration: Partner with engineering, design, content, and data science teams to build and launch features that improve discoverability and buyer experience.
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 experience in SEO, product, or growth roles, with a strong track record of leading large-scale organic traffic and acquisition strategies.
7+ years of management experience leading product and SEO/GEO teams, ideally across global regions.
Proven ability to deliver results in fast-paced marketplace environments.
Experience in building owned audiences in a marketplace environment
Expertise in both traditional SEO and AI-driven discovery (GEO, AI Overviews, generative search).
Strong analytical skills with experience using data, experimentation, and A/B testing to inform strategy.
Exceptional communication skills with the ability to influence at the executive level and inspire cross-functional teams.
Entrepreneurial mindset: energized by the opportunities and challenges of AI-driven change, and skilled at translating ambiguity into strategy and execution.
Location: Chicago preferred, but open to candidates across the United States.
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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