Digital Marketing Manager, Instructure
K-12 & Provider
$90-110k
Dynamic learning management platform
Open for applications
Dynamic learning management platform
1001+ employees
Open for applications
$90-110k
1001+ employees
Company mission
To elevate student success, amplify the power of teaching, and inspire everyone to learn together.
Role
Who you are
- 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
- Experience with advertising technology stacks (Drift, Qualified, 6Sense, etc.)
- Familiarity with UX/UI principles for landing page optimization and user experience
- Experience working in a fast-paced, high-growth environment
What the job involves
- 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
Application process
- All Instructure employees are required to successfully pass a background check upon being hired
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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