Manager Marketing, Customer Marketing NORAM K-12

Instructure is dedicated to empowering individuals to grow and succeed through intuitive educational products. They are seeking a Manager of Customer Marketing to enhance adoption, retention, and expansion among K-12 customers in North America by developing effective engagement strategies and collaborating with cross-functional teams.

Responsibilities:

• Drive adoption and customer valueDesign and execute programs that increase product usage, engagement, and customer health across our K-12 customer base
• Strengthen retentionBuild lifecycle and engagement strategies that reduce churn risk and support renewal, working closely with Customer Success and Renewals teams
• Develop scalable customer programsCreate 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 strategyCollaborate 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 actionUse customer data, product usage signals, and campaign performance to continuously refine programs and improve outcomes
• Align cross-functional teamsWork closely with Customer Success, Sales, Renewals, Community, and Marketing to ensure a consistent and effective customer experience
• Measure impactTrack and report on key metrics like product adoption, engagement, retention, and campaign performance

Requirements:

• 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
• Experience in EdTech or K-12
• Familiarity with account-based or customer segmentation strategies
• Experience working with product usage data to drive marketing programs