G2 appoints Alexandra London as chief marketing officer

G2 announced, in a post by President of GTM Eric Gilpin dated January 13, 2026 in our coverage, that Alexandra London has joined as Chief Marketing Officer. Gilpin writes that G2 wanted a CMO with an AI-first mindset as software discovery shifts from traffic-driven to trust-driven decision-making. G2 says London will focus on identifying areas for growth and differentiation in marketing, changing how G2 shows up for software buyers and sellers, and positioning the brand in AI-driven discovery, including answer engine optimization strategies for G2 and its customers. London most recently was Head of Digital at Zoom and previously spent more than eight years at Expedia Group.

The details

• At Zoom, London led full-funnel performance marketing and experimentation.
• At Expedia Group she worked on brand strategy, performance marketing and customer acquisition and launched the company's first customer data platform.
• G2 cites more than a decade of experience leading search marketing for global brands.
• Her remit includes answer engine optimization strategies for G2 and its customers.
• The announcement was written by Eric Gilpin, G2's President of GTM.

Context

This is the earliest G2 item in our coverage. About two weeks later G2 agreed to acquire Capterra, Software Advice and GetApp, and on February 3 it named Alexis Zheng Chief Product and Technology Officer, which G2 said rounded out its executive team. Later product items include an MCP server in March, Intent Studio in June and G2 Audiences in September 2026.

Not disclosed

• Start date
• Whether London replaces a previous CMO
• Size of the marketing organization
• Reporting line beyond the President of GTM announcement