Director, EMEA Marketing

g2; Greater London; On-site; GBP 140,000 - 190,000; Full time

Job summary

G2 is seeking a commercially minded marketing leader to build and lead marketing for the EMEA region. You will report to the VP, EMEA and manage one direct report, owning the regional pipeline and event calendar.

You will translate global GTM into regional plans, collaborate with central Growth Marketing, and forecast metrics like MQA, SQLA, and pipeline. This role puts you at the centre of G2's growth in Europe, with autonomy and high visibility.

Qualifications

• 7+ years in B2B marketing with leadership experience.
• Hands-on ABM design, event management, and funnel activation.
• Experience building enterprise marketing plans with cross-functional teams.
• Previous enterprise marketing leadership in a B2B tech company.

Responsibilities

• Own the EMEA marketing plan, budget, and pipeline target.
• Serve as marketing voice on the EMEA leadership team and central marketing.
• Translate global GTM strategy into a regional plan for European buyers.
• Drive EMEA pipeline growth and conversion across demand gen.
• Lead the EMEA event strategy and executive-format programs.
• Lead the EMEA ABM program using buyer signals to target accounts.
• Run weekly pipeline reviews with EMEA sales leadership.
• Collaborate with central Growth Marketing to adapt campaigns for EMEA.
• Forecast and report on MQA, SQLA, pipeline and revenue.
• Manage and develop one direct report.

Skills

B2B marketing

Team leadership

ABM campaigns

Event strategy

Enterprise marketing

Sales alignment

Tools

Salesforce

Looker

Job description

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- ( P erformance + E ntrepreneurship + A uthenticity + K indness. 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

G2 is looking for a commercially minded marketing leader who is passionate about the software industry and excited to help build G2 EMEA. This role reports to the VP, EMEA and leads marketing for the region, with one direct report.

Three things sit at the centre of this job. You own the pipeline G2 generates in EMEA. You own the EMEA event calendar and the pipeline that comes out of it. And you are the connection between the region and G2's central Growth Marketing team, in both directions.

Central Growth Marketing markets to buyer personas globally. This role owns the market. You decide what EMEA needs, secure it, adapt it, build what only the region can build, and own the number at the end of it. You also work the other way round: finding the triggers and signals that convert in this region and feeding them back into the global model.

You will be the marketing voice on the EMEA leadership team, and you will have the autonomy that comes with sitting in the region rather than at the centre.

As the Director, EMEA Marketing, you will be a key player in our mission to build the largest and most trusted global software marketplace.

In This Role, You Will:

• Own the EMEA marketing plan, budget, and pipeline target.
• Serve as the marketing voice on the EMEA leadership team and the EMEA voice within central marketing.
• Translate G2's global GTM strategy into a regional plan built for how European buyers actually buy.
• Drive EMEA pipeline growth and conversion, covering the full volume of demand generated and how well it converts.
• Lead EMEA event strategy and execution (executive dinners, sponsored events, partner events, virtual formats), including format, audience, calendar, and spend.
• Lead the EMEA account-based marketing program, using buyer intent and account signals to prioritize target accounts.
• Run the weekly pipeline and funnel review with EMEA sales leadership, and manage the marketing-to-sales handoff.
• Partner with central Growth Marketing to adapt global campaigns and signals for EMEA, feeding regional results back into the global model.
• Forecast and report on MQA, SQLA, pipeline, revenue, and average contract value using Salesforce and Looker.
• Manage, coach, and develop one direct report.

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.

• 7+ years of B2B marketing experience
• 2+ years leading a lean marketing team in a player-coach capacity, balancing hands-on execution with people management
• You have hands-on experience designing digital one-to-one and one-to-few ABM campaigns, overseeing event efforts, as well as planning and executing. bottom-of-the-funnel activation programmes.
• You have owned an event strategy and run executive-level formats that produced pipeline, not just attendance.
• You've previously worked in a B2B company in the sales and marketing tech category.
• You've previously developed and executed an enterprise marketing plan in partnership with Account Development, Sales, and Customer Success