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. 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. 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 integral community that climbs PEAKs together. 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. 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. 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.
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.
Includes identifying opportunities of growth through category, country & channel expansion as well as elevating our performance reporting models.
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.
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).

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📌 Manager, Marketing Planning & Strategy (Barcelona)
🏢 G2
📍 Barcelona