Manager, Marketing Planning & Strategy

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

We are looking for a Manager of Marketing Planning to support the strategic and day-to-day management of our marketing investments across multiple channels, countries, and brands. This role will report to the Director of Marketing Planning.

You will be the key driver and owner of strategic budgeting and planning for acquisition, retention, and brand efforts across various channels. Your central responsibility is to maximize ROAS by directing efficient and effective spend allocation across our program, which includes leading efforts to automate and enhance channel reporting to deliver sophisticated, actionable insights. You will serve as the primary point of influence and collaboration with Analytics, Data Science, Finance, and Marketing to ensure accurate performance reporting, drive budget optimization, and govern forecasting that enables data-driven decision-making and the attainment of performance goals. This role involves direct oversight of a significant marketing budget and is instrumental in shaping long-term growth strategy. The ideal candidate is well-versed in B2C and B2B marketing programs, especially digital marketing, performance-oriented channels and is comfortable with large-scale budgets.

In This Role, You Will: 

•  Lead and own the end-to-end strategic planning and budgeting processes for marketing investments, partnering directly with leadership and key stakeholders to calibrate efforts toward stated business goals and targets.

• Drive strategic decision-making by developing executive-level performance readouts and presentations that translate complex channel results and performance trends into clear, actionable recommendations for leadership.

• Influence and direct the optimization of a significant marketing budget by analyzing program performance and executing strategic investment decisions on spend allocation, reallocation, or reduction across multiple channels, countries, and brands.

• Define and deliver actionable, data-driven insights on performance trends, gainers/drainers, and optimization opportunities across the full funnel to maximize program efficiency.

• Identify optimization opportunities across the full funnel to optimize the efficiency of the program. Includes identifying opportunities of growth through category, country & channel expansion as well as elevating our performance reporting models.

• Leverage AI tools to enable advanced reporting & insight generation.

• Direct cross-functional alignment with Analytics, Data Science, and Finance to ensure the successful development and maintenance of accurate forecasting, bidding models, and P&L tracking for effective scenario planning and budget accountability.

• Lead the marketing learning agenda, defining key testing and experimentation initiatives, and ensuring the measurable impact of these results is appropriately integrated into future forecasting and strategic planning.

• Establish the vision and requirements for advanced marketing reporting dashboards and champion the adoption of AI tools to enhance insight generation and decision support.

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. 

•  5+ years of relevant experience, with a strong understanding of major performance marketing channels, analytics, and finance.

• Experience with owning end-to-end strategic planning and budgeting processes and influencing decision-makers based on trends.

• Strong Excel modeling skills and competence with business intelligence and analytics tools, including various marketing & advertising platforms, web analytics tools, forecasting tools, and reporting & dashboarding tools. But also curious to learn & test new AI tools.

• Advanced data skills (e.g. SQL, Python) preferred.

• Experience working in a return on ad spend (ROAS) and LTV:CAC performance marketing framework, including various attribution models and media mix modeling.

• Experience with Lifecycle strategies including acquisition, retention, and customer cohort modeling as well as email marketing reporting.

• Experience managing marketing budgets in a marketplace or lead generation business model.

• Excellent business acumen, communication skills and storytelling ability that is fact-based, insight-rich, comprehensive, and solution-oriented – ultimately well distilled and tailored to the audience (executive-level, cross-functional, within marketing, etc).

#LI-Hybrid

#LI-LF8

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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