About this role.
This is a full-time US-remote Customer Marketing Manager role focused on North American K-12 customers. The manager will develop scalable lifecycle, digital, field, webinar, and event programs that increase product adoption, engagement, retention, and cross-sell readiness. The position partners closely with Customer Success, Sales, Renewals, Community, ABM, and Marketing teams and measures outcomes using customer, product-usage, and campaign data. Candidates need 7+ years of B2B SaaS customer, lifecycle, or post-sale marketing experience, along with marketing automation and customer-data platform expertise.
Role DNA
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Job Complexity
4/5Pace & Pressure
4/5Autonomy Level
4/5Communication Load
5/5Salary analysis
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Core skills
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Cover letter sample
Dear Hiring Team,
I am excited to apply for the Manager, Customer Marketing role at Instructure. With extensive B2B SaaS customer marketing experience, I have built lifecycle and engagement programs that improve product adoption, retention, and expansion opportunities through data-driven segmentation and targeted communications.
I would bring strong cross-functional partnership skills, working closely with Customer Success, Sales, Renewals, and Marketing to connect customer insights with scalable digital, field, and event campaigns. I am particularly drawn to Instructure's mission and the opportunity to help K-12 customers realize sustained value from their technology investments.
Thank you for your consideration; I welcome the opportunity to discuss how I can contribute to customer growth and long-term success at Instructure.
Sample interview questions
I would begin by defining the target customer segments, desired behavior change, baseline adoption metrics, and the leading indicators most connected to retention. I would then build a triggered, multi-channel journey using product-usage signals, educational content, customer communications, and success-team outreach, testing messages and channels before scaling what improves engagement and health scores.
I would create a shared operating model with Customer Success, Renewals, Sales, and Marketing that defines segments, ownership, campaign handoffs, and success metrics. Regular performance reviews would connect marketing engagement and product-usage data to renewal risk, expansion readiness, and field feedback so teams can act on the same customer signals.
I would use a combination of product-usage indicators, campaign engagement, customer health, retention rates, renewal outcomes, and expansion pipeline influence. I would report results by segment and cohort, compare performance against baselines, and distinguish leading engagement indicators from lagging commercial outcomes.
I would segment accounts using factors such as product adoption, customer maturity, renewal timing, persona, purchased products, engagement history, and expansion potential. The resulting tiers would receive different journeys, with high-risk accounts receiving value-realization support and high-potential accounts receiving relevant cross-sell education and coordinated account-based outreach.
I would prioritize the work by expected customer and business impact, urgency, effort, and confidence in the underlying data. I would launch a small number of high-impact, measurable programs first, establish reusable campaign templates and dashboards, and maintain a transparent roadmap so stakeholders understand tradeoffs and sequencing.
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 development resources, including professional development tools and tuition reimbursement, to support your growth
The technology and tools you need to do your best work
Motivosity employee recognition program
A culture rooted in inclusivity, support, and meaningful connection
We believe in hiring great people and treating them right. The more diverse we are, the better our ideas and outcomes.
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. To help protect our teams and systems, we’ve implemented identity verification measures. 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.
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