About this role.
Instructure is hiring a Growth Marketing Manager for Foundry, an internal venture division creating AI-built products and new revenue streams. This full-stack marketing role owns positioning, launch planning, demand generation, content, lifecycle marketing, and funnel performance from initial outreach through renewal. The manager will partner closely with Pod Founders to establish new categories, recruit early-access customers, and convert pilots into paying accounts across K-12, higher education, business, and government segments. Success is measured primarily through pipeline, revenue, adoption, expansion, and retention rather than awareness metrics. The role requires at least five years of product, portfolio, or growth marketing experience and comfort operating independently in an ambiguous, fast-moving environment.
Role DNA
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Job Complexity
5/5Pace & Pressure
5/5Autonomy Level
5/5Communication Load
5/5Salary analysis
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Core skills
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Sample interview questions
I began with structured customer interviews and competitive research to identify the highest-value problem, then tested several value propositions through landing pages, outbound messaging, and pilot conversations. I used conversion and qualitative feedback to refine the message, built launch assets around the winning narrative, and tracked pipeline creation, activation, and early retention after launch.
I would first define the ideal customer profile and urgent use cases, then create a clear early-access offer with specific customer value and participation criteria. I would combine founder-led outreach, targeted account lists, relevant partner or community channels, lightweight content, and conversion-focused landing pages, measuring qualified signups, meetings, pilot starts, and pilot-to-paid conversion.
I use a minimum viable messaging framework that defines audience, problem, differentiated value, proof, and call to action. That creates enough strategic consistency to execute quickly, while campaign and sales feedback continuously improve the framework rather than delaying market learning.
I would monitor leading indicators such as target-account engagement, qualified early-access applications, conversion to meetings, pipeline creation, and pilot activation. I would pair them with outcome metrics including pilot-to-paid conversion, sales-cycle velocity, acquisition efficiency, adoption, expansion, retention, and revenue so that activity is tied to business impact.
In a previous launch, I synthesized customer interviews, win-loss findings, competitor analysis, and funnel data into a concise recommendation on target segment, message, and packaging. By connecting the recommendation to expected pipeline impact and sharing direct customer evidence, I aligned product, sales, and leadership around a focused launch plan and clear success measures.
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:
Foundry is a standalone division inside Instructure, built to generate new revenue with AI-built products. You’re the growth engine for the pods. In the core business, this work splits across product marketing, demand generation, content, and lifecycle teams; here, it’s one person doing all of it — finding the message that lands, filling the early-access pipeline, and turning a working product into paying customers. You’ll set positioning, generate demand, and own the funnel from first touch to renewal, working hand in hand with Pod Founders who are selling as they build. This is a blank-page job: most pods start with no category, no audience list, and no playbook, and you’ll build all three. The role reports to the President, Foundry, with a matrixed dotted line to Instructure’s Marketing leadership.
What you’ll do:
Own positioning and messaging. Craft the value proposition, naming, and packaging input for products customers have never heard of, and maintain messaging frameworks by segment across K12, higher education, and business and government.
Run go-to-market and launch. Own go-to-market readiness for pilots, early access, and general availability — timelines, channels, pricing input, and the launch assets that carry the story.
Build the demand engine. Generate pipeline through campaigns, audience building, early-access recruiting, and the top of the funnel that feeds the Founder’s selling.
Drive content. Create the collateral, digital content, and customer-facing assets that build demand and make the differentiation obvious.
Be the market and customer expert. Become the go-to expert on the portfolio’s customers and competitors, and feed that insight back into product and pricing.
Own lifecycle and adoption. Once customers land, drive adoption, expansion, and retention with consistent, value-based messaging.
Measure and adjust. Track funnel and campaign performance against pipeline and revenue, and change course fast when the numbers say so.
What you’ll need:
Five or more years in product, portfolio, or growth marketing, ideally in ed tech or a related industry, with new-product launches under your belt.
A demonstrated ability to drive go-to-market strategy and execute strategic product launches end to end.
Demand-generation range — campaigns, funnel, and audience building — not just positioning and decks.
Strong writing, with a portfolio of strategically focused content and collateral.
The ability to influence executive and cross-functional teams, and to present to groups large and small, virtually and in person.
A full-stack marketer’s range — you do product marketing, demand generation, content, and lifecycle yourself, and you market to fill pipeline and close revenue, not to win awards.
This role isn’t for everyone:
You should probably pass if:
You want to own one slice — just messaging, or just campaigns — and hand off the rest.
You need an established brand and a built-in audience to market into. Here you build the category.
You measure success by impressions and activity rather than by pipeline and revenue.
You want a large marketing organization with clear lanes. This is one person, broad scope, and fast.
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.
Annual salary information is not provided for this position. Explore salary ranges for similar roles in our Salary Directory ›
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