Responsibilities
- 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.
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
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
Additional Information
- 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.
- 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.
