Job description

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.

Requirements

Must-haves

We do this by giving smart, creative, passionate people opportunities to create awesome. And that's where you come in:
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.
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.
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

Nice-to-haves

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