Principal Product Manager - UGC
G2 · Remote · United States · 10h ago
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
Reviews are one of G2's most important assets, but the next chapter is not simply about collecting more of them. It is about expanding beyond the review into broader User Generated Content (UGC) while also improving coverage, quality, freshness, trust, and usefulness.
We are looking for a Principal Product Manager to own that product system end to end. You will set the strategy for the reviewer and contributor experience, collection across our owned ecosystem and partners, new forms of UGC, and the product capabilities customers use to activate that content. You will determine how G2 identifies coverage gaps, collects better evidence, verifies credible contributions, applies AI without weakening authenticity, and makes UGC more useful across customer workflows and the buying journey.
This is a senior individual-contributor role for a builder who can simplify an ambiguous problem, align teams around the few outcomes that matter, and stays close enough to the work to ship and learn.
In This Role, You Will Be Responsible For:
Reviews Strategy, Trust, and Quality
Own the product strategy and roadmap for G2 UGC.
Define the signals and systems that improve relevance, recency, completeness, authenticity, and decision value.
Define and operationalize coverage and recency standards that reflect the needs of different product segments rather than applying one arbitrary threshold everywhere.
Make explicit tradeoffs among coverage, volume, quality, cost, and speed rather than treating review count as the only outcome.
Partner with Research, Data, and AI teams on quality measurement, trust signals, moderation, and safe use of AI.
Contributor Experience and Collection
Own the product journey from an invitation landing through contribution, verification, approval, publication, and reuse - while partner teams own their acquisition campaigns and reviewer operations.
Build adaptive collection experiences that use context, dynamic questions, and AI assistance to make contribution easier and the resulting evidence better.
Define the product requirements for offsite, embedded, event-based, and "review now, verify later" collection; partner with the Ecosystem team on reusable integration infrastructure.
Design and test incentive and value-exchange models for different contributor and software segments.
Instrument the funnel and run disciplined experiments across completion time, accepted-completion rate, cost per accepted review, defects, and time to publication.
Customer Activation and Distribution
Own the product capabilities that help customers discover, configure, activate, distribute, and measure reviews and other UGC across their product, marketing, sales, partner, and AI experiences.
Turn repeat customer needs into scalable activation capabilities, including reusable surfaces, permissions, integrations, APIs or exports, and performance measurement.
Partner with Revenue, Customer Success, Marketing, and Ecosystem teams on repeatable activation patterns, while those teams own adoption programs and commercial execution.
Instrument activation from UGC availability through first use and repeat use, connecting product behavior to shared retention and expansion outcomes.
Buyer Value and Product Innovation
Connect improvements in UGC supply and quality to discovery, comparison, evaluation, and decision-making experiences.
Partner with adjacent product teams to apply trusted evidence and reusable trust primitives to evaluations, comparisons, and AI-native buying experiences.
Identify, validate, and scale new forms of UGC beyond written reviews when they create measurable buyer or customer value and close strategic coverage gaps.
Stay close to buyers, contributors, and customers so the roadmap reflects real behavior rather than internal assumptions.
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 product management experience, including Principal- or lead-level ownership of customer-facing, data-rich products.
Experience building contributor-driven, user-generated-content, marketplace, identity, community, or trust products at meaningful scale.
Strong command of product discovery, funnel instrumentation, experimentation, incentive design, and behavioral loops.
Sound judgment about where AI improves a workflow and where human trust, verification, or control must remain.
A track record of connecting data quality and product mechanics to customer and business outcomes.
Proven ability to lead complex work across Engineering, Design, Data, Research, Operations, and go-to-market teams without relying on formal authority.
Clear, direct communication and a willingness to make difficult prioritization decisions in ambiguous environments.
What Can Help Your Application Stand Out:
Experience with B2B software, reviews, research, decision-support, or marketplace products.
Experience building AI-assisted collection, creation, evaluation, or moderation workflows.
Familiarity with software buying journeys and the role of trusted peer evidence in purchase decisions.
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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