Lead Copywriter

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 the centralized place to enable software buyers to make better and faster decisions with confidence.

Our People

At G2, everything we are and what we do is grounded in our PEAK values—Performance, Entrepreneurship, Authenticity, and 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 one another during challenging times. With ambition and entrepreneurial spirit, we push each other to take on challenging work 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. Our people-led ERGs celebrate and highlight the diverse identities of our global team. 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 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 customers—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 helps them win at their job. You embrace imagination and often ask, “Wouldn’t it be cool if…” while inspiring others to do the same.

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’ll unravel stakeholders’ challenges across nearly every prospect and customer touchpoint—from events, brand strategy, and documentation to campaigns and employee success projects that enhance the employee experience.

This role reports directly to the Brand & Creative Director.

Responsibilities

• Create, maintain, update, and own copywriting and tone guides, ensuring teams execute on brand (85% of role).
• Develop copy across the funnel, from brand awareness to conversion, tailoring language to where the audience is in their journey.
• Assist in evolving brand tone vision and tactical copy philosophies to stay modern and relevant.
• Define and refine the overall copy process.
• Provide consistent copy direction to media, design, animation, and other areas where graphics and text intersect.
• Identify copy and brand tone opportunities across marketing channels, working with project management to define and build briefs.
• Execute on ROB (run-of-business) copy needs across Marketing (primary stakeholder) and other teams.
• Partner with brand strategists to develop fresh copy and enhance brand frameworks.
• Architect messaging themes for brand and marketing campaigns, presenting copy strategy with clear articulation of business impact (15% of role).
• Participate in data-driven conversations with marketing to identify copy opportunities and improve performance.
• Demonstrate leadership of company and team values, leading by example.
• Lead copy conversations in each creative brief, advocating for the best work and rescoping as needed.

Requirements

• 6-8 years of experience writing in-house or at an external agency.
• 2-4 years within B2B SaaS.
• Excellent ability to create brand messaging.
• Strong knowledge of copy nuances and how to tailor messaging to campaign goals.
• Understanding of channel nuances and the ability to write for them.
• Strong POV on copy across the funnel, from TOFU (top-of-funnel) brand awareness to LOFU (low-of-funnel) conversion.
• Deep understanding of B2B SaaS products, industry, and challenges.
• Obsessive high standards for copywriting.
• Demonstrated ability to negotiate with Design and Marketing teams to arrive at the strongest copy solutions.
• Ability to partner with stakeholders to deeply understand their goals.
• Skill in setting copy direction across brand and campaigns.
• Excellent storytelling that combines brand, brief goals, and good taste to deliver impactful campaigns.
• Adept at providing feedback.
• A strong, repeatable process to arrive at great copy.

Skills

• Strong at presenting and pitching work (helps your application stand out).
• Ability to envision copy in both motion and static placements.
• Excellent knowledge of writing tools (e.g., Google Docs).