Product Marketing Manager, Instructure
K-12 Learning Management
$110-130k
+ Equity
Dynamic learning management platform
Be an early applicant
Dynamic learning management platform
1001+ employees
Be an early applicant
$110-130k
+ Equity
1001+ employees
Company mission
To elevate student success, amplify the power of teaching, and inspire everyone to learn together.
Role
Who you are
- The ideal candidate will have demonstrated expertise and success working closely with product development teams, synthesizing market and competitive intel, developing external-facing messaging and content, enabling sales and customer success, and leading successful product/feature releases
- 3+ years of product marketing experience in Education and/or Enterprise B2B software
- Experience managing product releases of all sizes for mid-sized technology organizations
- Experience mapping competitive landscapes, building out feature comparisons, and articulating unique differentiators in internal and external messaging assets
- Experience working closely with marketing, product management, services, and field sales teams to achieve shared revenue and engagement goals
- Experience creating product collateral of many modalities, including pdfs, videos, product tours, blog posts, and more
- Ability to understand technical products and get in the weeds on functionality
- Ability to deeply understand a market and articulate competitive differentiators / opportunities
- Superior collaboration skills and ability to build relationships and work effectively with multiple stakeholders
- Self-motivated with the ability to creatively problem solve, prioritize, and manage competing demands in a fast paced environment
- Excellent communication, both written and verbal, as well as presentation skills
- Self-sufficient in using tools like Canva, Navattic, Guidde, Google Slides, and others to create collateral
What the job involves
- The Product Marketing Manager, K-12 Learning Management (LMS) will influence the Go-To-Market strategy for Instructure’s learning management offerings, including our flagship product, Canvas LMS
- This focus of this role is twofold – 1) ensuring that ongoing product releases are strategically supported, launched, and optimized over time and 2) differentiating our overall position in the highly competitive K12 LMS market.
- This role will collaborate with stakeholders across the business in Marketing, Sales, Customer Success, Product Management, and others
- Product and market expertise: Demonstrate deep customer and sector knowledge. Identify and understand market dynamics and competitive landscape. Get to know product functionality inside and out (should be able to demo key workflows to customers)
- Core messaging and positioning: Synthesize inputs across customer feedback, market research, and competitive intelligence to develop core positioning and messaging for products, services, and releases
- Release readiness: Influence the product roadmap via market and competitive expertise, determine what level of support releases need, manage internal communications to relevant stakeholder groups, and ensure marketing materials are updated/created as needed
- Content development and industry events: Create compelling product marketing collateral, including presentations, case studies, thought leadership, website content, product tours, and videos. Support the development of engaging programming at industry conferences and events. Form relationships with customers to speak on our behalf
- Sales and Customer Success enablement: Support broader enablement plans by developing associated tools including presentations and data sheets, competitive analysis and battle cards, whitepapers and opinion papers, screenshots, and videos
Our take
Instructure is an education technology company, creator of the Canvas Learning Management Platform that allows schools to build the digital learning environment that meets the unique challenges faced by their institution. The platform simplifies teaching, elevates learning, and eliminates the headaches of supporting and growing traditional learning technologies.
The Canvas platform has grown to become a key part of a large number of educational institutions, from pre-school to higher education and beyond. Much of Instructure's workforce is dedicated to R&D, which is unusual for a company of their size, and shows their focus on innovating.
Founded back in 2008, the company has claimed numerous successes, including going international and hitting the $1 billion market cap. It has made a number of acquisitions, most recently of Concentric Sky and LearnPlatform. The former saw Instructure incorporate Sky's "Badgr" into its ecosystem as "Canvas Badges", whereas the latter adds evidence-based insights to the platform - both cementing its commitment to building the education industry's most integrated teaching and learning platform to support lifelong learning.
Instructure was itself acquired in 2024 by KKR, which will support a broad-based equity ownership program for Instructure employees. This strategy is based on a strategy of employee ownership as a cause of stronger companies. The move is a promising one considering KKRs track record of acquired companies, but time will tell how Intructure fares.
Freddie
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (2 rounds)
Jun 2016
$4m
SERIES A
Aug 2015
$1.5m
CONVERTIBLE
Total funding: $5.5m
Company benefits
- Equity and 401k
- Medical, dental, disability, and life insurance
- HSA program, vision, voluntary life, and AD&D
- Tuition reimbursement
- Work-from-home flexibility and flex time off
- Gym club reimbursements and rewards-based fitness tracking
- Professional learning and career development opportunities, including Basecamp Employee Development Week!
- An innovative community of passionate educators and learners
Company values
- Openness - We’re open to new people, new ideas, and new opportunities. We strive to be collaborative in our projects, transparent about our intentions, and curious about how things work and how to make them better. Open minds open doors
- Relationships - We're all about building meaningful relationships based on trust, respect, and mutual success, whether they're peer-peer, teacher-student, manager-employee, or company-customer. People come first
- Equality - We aspire to offer an inclusive and welcoming culture, and we believe people deserve equal access to opportunities and resources. You can't have equality without equity
- Ownership - We're all accountable for excellence in our work and our actions, and we stand behind our products and services. Say. Do. Repeat
- Simplicity - Our software makes lifelong learning easier. We strive for clarity and ease of use across the board, from product design to communication to customer experience. Simpler is smarter
Company HQ
Cottonwood Heights, UT
Articles
Leadership
Steve Daly
(CEO, not founder)They have a BS in Mechanical Engineering and a MBA in Strategy and Finance with more than 20 years experience in hardware and software industries.
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