Principal Product Manager - Content

About the Company

G2 is the world's largest and most trusted software marketplace. We help businesses reach their peak potential by powering decisions and strategies with trusted insights from real software users. After joining forces with Capterra, SoftwareAdvice, and GetApp, we’ve created 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, G2 is the centralized place to enable software buyers to make better and faster decisions with confidence. Our mission is to transform the global B2B software industry and become the most trusted data foundation for buyers and sellers of software.

Our People

At G2, everything we do is grounded in our PEAK values: Performance, Entrepreneurship, Authenticity, and Kindness. Working at G2 means being part of a value-driven, growing global community that climbs PEAKs together. We celebrate successes, learn from mistakes, and support one another through challenges. Our culture is built on ambition, entrepreneurial spirit, and collaboration, fostering growth and learning. You’ll join a diverse, global team of smart, dedicated, and kind individuals with unique talents and life experiences.

Our people-led Employee Resource Groups (ERGs) celebrate and highlight the diverse identities of our global team. We are intentional about our Diversity, Equity, and Inclusion (DEI) efforts and philanthropic work, such as our G2 Gives program, to encourage personal and collective growth.

About the Role

G2 has a meaningful Content business, proprietary market evidence, and a trusted customer voice. Our portfolio spans content, research, and emerging AI-enabled experiences. The opportunity is to transform these assets into a coherent product system—not just another content generator. As a US-based Principal Product Manager, you will lead the product strategy across the full portfolio. You will connect customer objectives and G2 evidence to content creation, rights, approvals, distribution, measurement, and activation while improving existing products and customer relationships. This role involves defining what belongs in one product, what should remain a connected offer, and how the portfolio evolves without compromising the independence and trust that make G2 evidence valuable.

This is a senior individual-contributor role for a product builder with meaningful experience in both content systems and advertising or activation products.

Responsibilities

• Portfolio and Product Strategy
  • Own the product strategy and roadmap for the full G2 Content portfolio, including net-new AI products.
  • Define how the current Content portfolio and future capabilities fit together into a coherent customer experience.
  • Translate customer and market demand into clear product bets, sequenced roadmaps, and evidence-based portfolio decisions.
  • Partner with go-to-market, Finance, RevOps, and Legal on rights, packaging, commercial readiness, and responsible experimentation.
• AI-Native Content Operations
  • Build the product system that turns G2 evidence and customer objectives into high-quality, reusable content across formats and channels.
  • Apply AI to research, briefing, creation, enrichment, personalization, approvals, distribution, and measurement where it creates real leverage.
  • Create structured content, metadata, provenance, rights, and workflow capabilities to make output reusable and trustworthy.
  • Design the human-control layer for strategy, taste, claim substantiation, brand safety, and material approvals.
• Distribution and Measurement
  • Connect content creation, distribution, activation, and measurement into a coherent customer experience.
  • Use customer and performance signals to improve future product, content, and channel decisions.
  • Run focused discovery and testing to validate customer value before scaling new capabilities.
  • Make measurement clear enough for customers and internal teams to understand what worked and what should happen next.
• Trust, Portfolio Leadership, and Commercial Outcomes
  • Protect editorial independence: customers may sponsor, commission, distribute, and activate content, but they cannot buy conclusions, rankings, or favorable independent coverage.
  • Set clear decision rights across Product, Editorial, Research, Creative, Delivery, and commercial teams—preserving editorial independence and accountable product ownership.
  • Align Product, Engineering, Data, Research, Editorial, Creative, Marketing, Revenue, and customer-delivery teams on the end-to-end experience.
  • Define and track a focused set of product, customer, business, and trust metrics.
  • Communicate product tradeoffs, investment needs, evidence, and progress clearly to senior stakeholders.

Requirements

• 10+ years of product management experience, including Principal- or lead-level ownership of customer-facing products.
• Demonstrated product experience in both content systems and advertising, adtech, audience activation, or performance-marketing products.
• Strong product judgment in AI-enabled workflows, data products, audience experiences, and human-in-the-loop controls.
• Experience consolidating or modernizing a broad portfolio into a sequenced roadmap, migration plan, and shipped outcomes.
• Proven ability to work across Editorial, Creative, Engineering, Data, Research, Sales, Marketing, and customer-delivery teams.
• Commercial fluency across software, services, media, or hybrid models, including entitlements, rights, packaging, and pricing.
• Excellent communication, customer judgment, and cross-functional influence in ambiguous environments.

Preferred Qualifications

• Experience with B2B media, content marketing platforms, ad tech, creator tools, or owned-media products.
• Experience commercializing proprietary data, research, audience, or customer-voice products.
• Experience with content operations, measurement, rights and provenance, or AI-assisted production workflows.