Digital Marketing Manager, Instructure

• 5+ years of experience in digital marketing, with a proven track record in managing advertising campaigns across multiple platforms
• Expertise in digital advertising platforms (LinkedIn, Google Ads, Facebook/Instagram, etc.), analytics tools (Google Analytics, Looker/DataStudio, 6Sense), and conversion rate optimization (CRO)
• Excellent analytical skills, with a passion for using data to drive decision-making and optimize performance
• Strong written and verbal communication skills with the ability to present data insights and campaign performance to leadership
• Bachelor’s degree in Marketing, Business, or a related field. Advanced certifications in digital marketing are a plus
• Experience in edtech

Desirable

• We are seeking a highly skilled Digital Marketing Manager to drive initiatives across the K-12 and partner sectors.
• You will be responsible for crafting and executing innovative advertising strategies that enhance brand awareness, drive engagement, optimize conversions, and contribute to the overall marketing funnel.
• You’ll be obsessed with testing, measuring, and refining digital campaigns to maximize success
• Develop and implement digital marketing strategies that align with K12 & provider business objectives. Collaborate with cross-functional teams (sales, web, creative, content, and operations) to ensure seamless digital marketing execution
• Oversee the planning, creation, and optimization of multi-channel paid advertising campaigns (LinkedIn, Google Ads, Facebook/Instagram, etc.)
• Define audiences, segments, and channels to optimize paid media performance and increase ROAS
• Identify and evaluate current and new channels and strategies for paid media campaigns
• Optimize our presence on 3rd party channels (Software advice, Trustradius etc)
• Ensure all digital advertising content adheres to brand guidelines, resonates with target audiences, and complies with regulatory requirements
• Maintain consistency and quality across all digital advertising materials
• Establish KPIs and performance metrics to evaluate campaign effectiveness, landing page optimization, and pipeline impact
• Use analytics tools (Google Analytics, Looker/DataStudio, 6Sense, etc.) to monitor, assess, and improve campaign performance
• Lead efforts in conversion rate optimization (CRO) for landing pages and digital experiences
• Track digital marketing performance to clearly communicate to marketing and sales leadership, providing recommendations to enhance future campaigns
• Conduct thorough market research to understand buyer behavior, emerging trends, and competitive landscape
• Leverage data-driven insights to refine advertising strategies and stay ahead of market shifts
• Develop and manage the digital marketing budget, ensuring efficient resource allocation for maximum ROI
• Oversee invoicing, purchase orders, and billing for all ad platforms and associated campaign budgets
• Manage relationships with external agencies and vendors, ensuring quality deliverables and adherence to timelines
• Oversee the use of third-party platforms (e.g., G2, Capterra, Technology Advice) to support digital presence and lead generation
• Maintain a high standard of quality control across all digital marketing materials

• All Instructure employees are required to successfully pass a background check upon being hired