Manager Marketing, Customer Marketing NORAM K-12

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 developme