Principal Product Manager - UGC

The role

You will own the product strategy and roadmap for G2 User Generated Content. You will manage the reviewer and contributor experience, collection methods, and product capabilities for customer activation.

What you will do

• Own the product strategy and roadmap for G2 UGC.
• Define signals and systems to improve relevance, recency, completeness, authenticity, and decision value.
• Define and operationalize coverage and recency standards.
• Partner with Research, Data, and AI teams on quality measurement and trust signals.
• Own the product journey from invitation through publication and reuse.
• Build adaptive collection experiences using context, dynamic questions, and AI assistance.
• Design and test incentive and value-exchange models.
• Instrument the funnel and run experiments across completion and publication metrics.
• Own product capabilities for customers to discover, configure, activate, and distribute UGC.
• Identify and scale new forms of UGC beyond written reviews.

Required qualifications

• 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.

Nice to have

• 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.

About the company

G2 is the world's largest and most trusted software marketplace. It has joined forces with Capterra, SoftwareAdvice, and GetApp to create a large source of online data and software insights.