[All remote jobs](https://jobicy.com/jobs.md)[![Instacart logo](https://jobicy.com/data/server-nyc0409/galaxy/mercury/2023/03/fe39c2bc9bb5ebb0b5e24318b1f3b60d.jpeg)](https://jobicy.com/company/instacart.md)[Instacart](https://jobicy.com/company/instacart.md) # Director, Ads Product Marketing Review the role, location requirements, compensation details, and application process before deciding whether this opportunity fits your next career move. [Apply for this job](#job-application)[View company](https://jobicy.com/company/instacart.md)ShareRemote from[Canada](https://jobicy.com/job-region/canada.md)SalaryCAD 203k–214k / yrDepartment[Marketing & Sales](https://jobicy.com/categories/marketing.md)EmploymentFull TimeExperienceDirectorPublished26 Oct 2026Apply before25 Nov 2026Listing views35Application actions0Application toolkit ## Make your next move. Prepare your resume, explore your fit, and draft a cover letter for this opportunity. AI Summary ## The role, at a glance. Instacart is hiring a Director of Ads Product Marketing to lead and scale product marketing for its advertising ecosystem. The role owns the Ads narrative, positioning, go-to-market strategy, product launches, and advertiser-informed roadmap input across multiple product lines. This leader will manage a team of product marketers and partner closely with Product, Sales Enablement, Growth Marketing, and commercial stakeholders. Candidates need deep digital advertising expertise, strong executive communication, and a demonstrated record of building measurable inbound and outbound product marketing programs. ## Role DNA A quick view of the complexity, pace, ownership and collaboration implied by the job description. ### Job Complexity 5/5EasyHard ### Pace & Pressure 5/5RelaxedFast-paced ### Autonomy Level 5/5GuidedFull ownership ### Communication Load 5/5IndependentCollaborative AI insightThis is a senior leadership position requiring 12+ years of product marketing experience, including extensive digital advertising expertise and people management. Success depends on independently shaping a scaled PMM function while influencing product strategy and coordinating high-visibility cross-functional launches. ## Salary analysis Estimated compensation compared with the broader CA market for similar roles. Estimated job median (per year)Market rateC$208,500CA market range (per year)C$190k–C$240k0C$264k AI insightThe yearly pay period is inferred from the job context; it was not explicitly stated by the employer. The employer discloses a base-pay range of CAD 203,000–214,000 per year; the annual cadence is inferred from the senior full-time Canadian director role and the magnitude of the stated base-pay range. The midpoint is CAD 208,500 annually. A reasonable estimated Canadian market range for a director-level advertising product marketing role is CAD 190,000–240,000 annually, excluding equity and other benefits. ## Core skills Skills and capabilities most closely associated with this opportunity. [Product marketing](https://jobicy.com/jobs?search_keywords=Product%20marketing.md)[Digital advertising](https://jobicy.com/jobs?search_keywords=Digital%20advertising.md)[Go-to-market strategy](https://jobicy.com/jobs?search_keywords=Go-to-market%20strategy.md)[Retail media](https://jobicy.com/jobs?search_keywords=Retail%20media.md)[Product positioning](https://jobicy.com/jobs?search_keywords=Product%20positioning.md)[Messaging development](https://jobicy.com/jobs?search_keywords=Messaging%20development.md)[Team leadership](https://jobicy.com/jobs?search_keywords=Team%20leadership.md)[Market research](https://jobicy.com/jobs?search_keywords=Market%20research.md)[Voice of customer](https://jobicy.com/jobs?search_keywords=Voice%20of%20customer.md)[Sales enablement](https://jobicy.com/jobs?search_keywords=Sales%20enablement.md)[Product launches](https://jobicy.com/jobs?search_keywords=Product%20launches.md)[Advertising technology](https://jobicy.com/jobs?search_keywords=Advertising%20technology.md)[OKR development](https://jobicy.com/jobs?search_keywords=OKR%20development.md)[KPI measurement](https://jobicy.com/jobs?search_keywords=KPI%20measurement.md)[Executive communication](https://jobicy.com/jobs?search_keywords=Executive%20communication.md) Sample interview questionsHow would you create a unified narrative for Instacart Ads across advertisers, retailers, and internal sales teams?I would begin with qualitative interviews and quantitative performance data to identify the highest-value customer problems and proof points. I would translate those insights into a differentiated value proposition, messaging architecture, and audience-specific narratives, then operationalize them through sales enablement, launch materials, content, and measurement. Describe how you have influenced a product roadmap using customer and market insight. I established a structured voice-of-customer program that combined customer interviews, win/loss themes, support feedback, and competitive research. I synthesized the findings into prioritized opportunities tied to revenue, adoption, and strategic differentiation, which helped Product teams sequence roadmap investments around validated customer needs. What metrics would you use to evaluate an Ads product launch? I would define metrics across awareness, readiness, adoption, and business impact. These could include sales enablement completion, qualified pipeline, feature activation, advertiser adoption, retention, incremental spend, customer satisfaction, and progress against product-specific OKRs. How do you lead a product marketing team across multiple product lines while maintaining consistent quality? I set a common operating model with shared positioning standards, launch tiers, templates, planning cadences, and outcome metrics. I then give PMM leads clear ownership of their product areas while using regular reviews to align on strategy, resolve dependencies, and develop the team’s capabilities. How would you partner with Sales Enablement and Growth Marketing to improve adoption of data and measurement products? I would align on target segments, buying journeys, objections, and the desired behavior change for each audience. Together, we would create role-specific training, customer proof points, demand programs, thought-leadership content, and feedback loops that allow us to refine the message based on field and advertiser response. Opportunity details ## About this role. We’re transforming the grocery industry At Instacart, we invite the world to share love through food because we believe everyone should have access to the food they love and more time to enjoy it together. Where others see a simple need for grocery delivery, we see exciting complexity and endless opportunity to serve the varied needs of our community. We work to deliver an essential service that customers rely on to get their groceries and household goods, while also offering safe and flexible earnings opportunities to Instacart Personal Shoppers. Instacart has become a lifeline for millions of people, and we’re building the team to help push our shopping cart forward. If you’re ready to do the best work of your life, come join our table. Instacart is a Flex First team There’s no one-size fits all approach to how we do our best work. Our employees have the flexibility to choose where they do their best work—whether it’s from home, an office, or your favorite coffee shop—while staying connected and building community through regular in-person events. [Learn more about our flexible approach to where we work.](https://www.instacart.careers/flex-first) ### Why this role is on the menu Instacart’s Commercial business is building the path for advertisers and retailers to grow, and the Ads ecosystem needs a Product Marketing center of excellence to lead it. This role leads a team of advertising-focused Product Marketers with cohesive go-to-market strategies and inbound and outbound marketing plans, so product and feature launches land seamlessly. Without it, positioning, messaging, and the voice of the advertiser have no single owner to inform Product and the Ads roadmap. Twelve months from now, Instacart Ads has a consistent, best-in-market narrative and a scaled PMM function that is indispensable to the GTM motion. ### What you’ll cook up in your first year * A center of excellence for Ads product marketing: a team of skilled product marketers running comprehensive, consistent launch motions that follow best practices and scale PMM impact * An Ads ecosystem narrative, messaging, and outbound marketing strategy that reinforces market leadership across all marketing touchpoints, with consistent branding, messaging, and positioning across all channels * Priority Ads features and new product opportunities shaped by the voice of the customer, blending quantitative and qualitative insights from advertisers and the market, and influencing the product roadmap and business strategy * Strategic, high visibility launches and marketing programs executed and measured against product-specific business goals, building the sales pipeline and driving product adoption through thought leadership, industry briefings, and events * A sales team and advertiser base educated on the value of Instacart’s data and measurement products, in partnership with Sales Enablement, with a clear investment strategy across paid marketing, trade partnerships, events, communications, creative, and content set with Growth Marketing ### The secret ingredients we’re looking for Must-have pantry staples (Minimum Qualifications) * 12+ years of experience in product marketing and related product/marketing roles with at least 6 years in digital advertising and tech industry specifically * Experience in both outbound and inbound Product Marketing efforts * Team management experience, across multiple product lines * Bachelor’s degree in marketing, business, or related field * Digital advertising experience and deep understanding of the digital ecosystem and advertising technologies * Proven track record of developing and executing successful go-to-market strategies * Experience in defining product marketing objectives and key results (OKRs) and tracking key performance indicators (KPIs) * Executive presence, with excellent written and verbal communication skills and the ability to articulate marketing concepts to a broad set of audiences Optional garnishes (Preferred Qualifications) * Retail Media Network, CPG and/or Retailer experience * Experience using AI to find efficiencies in workflow/processes * A passion for media, measurement and the advertising industry #LI-Remote Instacart provides highly market-competitive compensation and benefits in each location where our employees work. This role is remote and the base pay range for a successful candidate is dependent on their permanent work location. Please review our Flex First remote work policy [here](https://instacart.careers/flex-first/). Currently, we are only hiring in the following provinces: Ontario, Alberta, British Columbia, and Nova Scotia. Offers may vary based on many factors, such as candidate experience and skills required for the role. Additionally, this role is eligible for a new hire equity grant as well as annual refresh grants. Please read more about our benefits offerings [here](https://instacart.careers/taste-of-instacart/). For Canadian based candidates, the base pay ranges for a successful candidate are listed below. CAN $203,000—$214,000 CAD Show more [Apply now >](https://jobicy.com/jobs/157249-director-ads-product-marketing.md) * ![Upload CV](data:image/svg+xml;base64,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) ### Upload your resume now To unlock remote work opportunities and be discovered by global employers. 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