Manager Marketing, Customer Marketing NORAM K-12

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.

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.

- 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

- Familiarity with account-based or customer segmentation strategies

- Experience working with product usage data to drive marketing programs