Best suited to mid-level customer marketing professionals with B2B SaaS experience who thrive in remote, cross-functional collaboration.
Derived from job-description analysis by Serendipath's career intelligence engine.
Original posting from Instructure via Ashby
At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers.
We do this by giving smart, creative, passionate people opportunities to create awesome. And that's where you come in:
At Instructure, we’re looking for a Manager of Customer Marketing to drive adoption, retention, and expansion across our K-12 customers in North America.
This role focuses on helping customers realize value, ensuring they’re engaged, successful, and getting the most out of our products. You’ll build and scale programs that deepen product usage, strengthen relationships, and ultimately support long-term retention and expansion.
You’ll play a key role in shaping and supporting cross-sell, partnering closely with our ABM Manager and Marketing Managers to align on strategy and execution.
WHAT YOU WILL DO:
Drive adoption and customer value
Design and execute programs that increase product usage, engagement, and customer health across our K-12 customer base.
Strengthen retention
Build lifecycle and engagement strategies that reduce churn risk and support renewal, working closely with Customer Success and Renewals teams.
Develop scalable customer programs
Create repeatable, data-driven programs using digital campaigns, customer communications, and targeted initiatives that reach customers at the right time with the right message.
Partner on expansion strategy
Collaborate with ABM and Marketing Managers to support cross-sell efforts, contributing insights, segmentation, and program support to drive expansion opportunities.
Run integrated campaigns (digital + field + events)
Execute campaigns that combine digital marketing with customer events, webinars, and field programs to increase engagement and product adoption.
Turn insights into action
Use customer data, product usage signals, and campaign performance to continuously refine programs and improve outcomes.
Align cross-functional teams
Work closely with Customer Success, Sales, Renewals, Community, and Marketing to ensure a consistent and effective customer experience.
Measure impact
Track and report on key metrics like product adoption, engagement, retention, and campaign performance.
WHAT YOU NEED TO KNOW/HAVE:
- 7+ years in customer marketing, lifecycle marketing, or post-sale marketing in B2B SaaS
- Strong track record driving adoption, engagement, and retention
- Experience building and scaling customer lifecycle programs
- Ability to partner cross-functionally with Customer Success, Sales, and Marketing
- Experience supporting (not necessarily owning) expansion or cross-sell motions
- Hands-on experience with marketing automation and customer data tools (Marketo, Salesforce, Gainsight, etc.)
- Analytical mindset—you use data to guide decisions and improve performance
- Strong communication skills and ability to influence without direct ownership
BONUS POINTS IF YOU ALSO HAVE:
- Experience in EdTech or K-12
- Familiarity with account-based or customer segmentation strategies
- Experience working with product usage data to drive marketing programs
Get in on all the awesome at Instructure!
We offer competitive, meaningful benefits in every country where we operate. While they vary by location, here's a general idea of what you can expect:
- Competitive compensation, plus all full-time employees participate in our ownership program - because everyone should have a stake in our success.
- Flexible work culture. Our remote, hybrid and in-office collaboration spaces vary by role, team and location.
- Generous time off, including local holidays and our annual “Dim the Lights” period in late December, when teams are encouraged to step back and recharge based on departmental needs.
- Comprehensive wellness programs and mental health support
- Learning and development resources, including professional development tools and tuition reimbursement, to support your growth
- The technology and tools you need to do your best work
- Motivosity employee recognition program
- A culture rooted in inclusivity, support, and meaningful connection
We believe in hiring great people and treating them right. The more diverse we are, the better our ideas and outcomes.
Instructure is an Equal Opportunity Employer. We comply with applicable employment and anti-discrimination laws in every country where we operate.
All employees must pass a background check as part of the hiring process. To help protect our teams and systems, we’ve implemented identity verification measures. Candidates may be asked to verify their legal name, current physical location, and provide a valid contact number and residential address, in accordance with local data privacy laws.
Any attempt to misrepresent personal or professional information will result in disqualification.
Source: Instructure careers (Ashby)