GTM Growth Lead, Advertising

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.

As our Growth Lead, you will be pivotal in driving acquisition, activation, and retention/expansion strategies that fuel our company's Advertising revenue. Your focus will be on crafting and executing a global growth strategy aligned with our Go-To-Market (GTM) objectives, leveraging data, digital tools and cross-functional partnerships to optimize performance across all stages of the customer journey.

Growth Strategy & Execution - 30%

• Develop a global growth engine that aligns with our GTM strategy of PLG for self-serve accounts and PLS for priority customers.

• Lead the planning, execution, and optimization of initiatives aimed at driving customer acquisition, increasing advertising budgets, and improving retention.

• Partner cross-functionally with Product, Customer Success and Sales to achieve goals.

• Own the Sales-led strategy for Advertising and collaborate with Sales Enablement to ensure reps are effective in selling the product.

Campaign Optimization -25%

• Direct ownership of planning, execution and outcomes for Growth campaigns, including lifecycle emails, 1:1 nurture sequences, in-app notifications and nudges.

• Run, measure and optimize campaigns to improve conversion, activation and upsell performance.

• Fine-tune messaging, targeting, and delivery.

Journey Orchestration and Instrumentation - 20%

• Design, operationalize and maintain an end-to-end customer journey for Advertising, including upgrades to subscription products.

• Outline the desired customer and business outcomes at each step of the journey, define success success metrics and PQL signals, prioritizing in-app self-serve and strategically adding Sales touches to maximize revenue.

• Partner with GTM Ops to implement comprehensive tracking and measurement frameworks across the entire journey to understand performance, ensuring data is accurate and insights actionable for continuous improvement.

Data-Driven Decision Making - 15%

• Measure full funnel performance and adjust execution to ensure the achievement of our OKR goals.

• Use data and learnings to inform strategic adjustments.

• Leverage data(including product, marketing and sales analytics) to prioritize growth initiatives and measure campaign effectiveness.

Collaboration with Leadership - 10%

• Work closely with the VP/GM to ensure alignment between Growth efforts and overall business objectives.

• Provide regular updates on progress, reporting on metrics, insights, and recommendations for strategic pivots.

• Effectively communicate with leaders across Revenue and other departments for journey instrumentation and full GTM alignment.

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. 

•  A minimum of 3 years of experience growing an Advertising businesses.

• Proven ability to analyze and derive insights from a variety of data sources to measure effectiveness and performance of campaigns.

• Highly effective communicator and cross-functional collaborator to drive strategic alignment and execution toward business goals.

• Expertise in global growth marketing and strategic go-to-market solutions across various customer segments (SMB, Mid-market, Enterprise).

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. 

--

For job applicants in California, the United Kingdom, and the European Union, please review this applicant privacy notice before applying to this job.

How We Use AI Technology in Our Hiring Process
G2 incorporates AI-powered technology to enhance our candidate evaluation process. These tools may assist with initial application screening, skills assessment analysis, and identifying candidates whose qualifications align with specific role requirements. While AI technology supports our recruitment workflow, all final hiring decisions remain under human oversight and judgment.

Your Choice Matters: If you would prefer that your application be reviewed without AI assistance, you can opt out by entering your email address in the email entry field at the bottom of the Automated Processing Legal Notice. Choosing to opt out will not disadvantage your application in any way—we will ensure your materials receive a thorough manual review by our hiring team.
For additional details about how we handle your information throughout the application process, please review G2's Applicant Privacy Notice.