Manager Marketing, Customer Marketing NORAM K-12

Role Overview

Manager, Customer Marketing (NORAM K-12)

Instructure is seeking a Manager of Customer Marketing to drive adoption, retention, and expansion across its K-12 customers in North America. The role focuses on helping customers realize value—keeping them engaged, successful, and increasing long-term product usage.

Responsibilities

• Drive adoption & customer value
  • Design and execute programs that increase product usage, engagement, and customer health across K-12.
• Strengthen retention
  • Build lifecycle and engagement strategies to reduce churn risk and support renewal, partnering with Customer Success and Renewals teams.
• Develop scalable customer programs
  • Create repeatable, data-driven programs using digital campaigns, customer communications, and targeted initiatives.
• Support expansion / cross-sell
  • Partner with the ABM Manager and Marketing Managers to align on strategy and execution for cross-sell.
  • Contribute insights, segmentation, and program support to drive expansion opportunities.
• Run integrated campaigns
  • Execute digital + field + events campaigns (webinars, customer events, and field programs) to increase engagement and adoption.
• Turn insights into action
  • Use customer data, product usage signals, and campaign performance to continuously improve outcomes.
• Align cross-functionally
  • Work with Customer Success, Sales, Renewals, Community, and Marketing to ensure a consistent customer experience.
• Measure impact
  • Track and report on metrics such as adoption, engagement, retention, and campaign performance.

Requirements

• 7+ years in customer marketing, lifecycle marketing, or post-sale marketing in B2B SaaS
• Proven experience 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 (even if not owning) expansion / cross-sell motions
• Hands-on experience with marketing automation and customer data tools (e.g., Marketo, Salesforce, Gainsight)
• Analytical mindset using data to guide decisions
• Strong communication skills and ability to influence without direct ownership

Bonus / Nice-to-haves

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