Instructure
K-12
ManagerMarketing,CustomerMarketingNORAMK-12
Neural analysis suggests this role is
optimal for Senior candidates.
“Manager Marketing, Customer Marketing NORAM K-12 at Instructure. Skills: Customer Marketing, Drive adoption, retention, and expansion, Build and scale programs, Strengthen relationships, Support long-term retention and expansion, Shape and support cross-sell. Drive adoption and customer value. Design and execute programs that increase product usage, engagement, and customer health across our K-12 customer base”
What You'll Achieve.
Drive adoption, retention, and expansion across our K-12 customers in North America; Helping customers realize value, ensuring they’re engaged, successful, and getting the most out of our products; Build and scale programs that deepen product usage, strengthen relationships, and ultimately support long-term retention and expansion; Support cross-sell, partnering closely with our ABM Manager and Marketing Managers to align on strategy and execution; Increase product usage, engagement, and customer health; Reduce churn risk and support renewal; Increase engagement and product adoption; Drive expansion opportunities; Improve outcomes
Industry & Context.
Analytical mindset—you use data to guide decisions and improve performance
All employees must pass a background check as part of the hiring process., 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.
What They're Looking For.
Must Have
7+ years in customer marketing, lifecycle marketing, or post-sale marketing in B2B SaaS, 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, communication skills and ability to influence without direct ownership
Nice to 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
What You'll Do.
Drive adoption and customer value
Design and execute programs that increase product usage
and customer health across our K-12 customer base
Build lifecycle and engagement strategies that reduce churn risk and support renewal
Develop scalable customer programs
data-driven programs using digital campaigns
customer communications
and targeted initiatives
Partner on expansion strategy
Collaborate with ABM and Marketing Managers to support cross-sell efforts
Run integrated campaigns (digital + field + events)
Execute campaigns that combine digital marketing with customer events
Turn insights into action
product usage signals
and campaign performance to continuously refine programs and improve outcomes
Align cross-functional teams
Work closely with Customer Success
Track and report on key metrics like product adoption
and campaign performance
How You'll Work.
Team & Collaboration
Partner cross-functionally with Customer Success, Sales, and Marketing; Collaborate with ABM and Marketing Managers to support cross-sell efforts; Align cross-functional teams; Work closely with Customer Success, Sales, Renewals, Community, and Marketing to ensure a consistent and effective customer experience
Communication Scope
communication skills and ability to influence without direct ownership
Full Job Description
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 custo
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