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Instructure's Foundry division is a standalone unit focused on building and scaling new AI-powered products. As Growth Marketing Manager, you'll be the sole growth engine for early-stage product pods, owning the complete marketing function from positioning through customer renewal.
You'll own positioning and messaging for new product categories with no existing audience or playbook, crafting value propositions and messaging frameworks across K12, higher education, and business/government segments. You'll run full go-to-market strategy and execution for pilots, early access, and general availability launches, including timelines, channels, pricing input, and launch assets.
You'll build the demand engine through campaigns, audience development, early-access recruiting, and top-of-funnel initiatives that feed the Founder's direct sales efforts. You'll create all customer-facing collateral, digital content, and marketing assets that drive demand and communicate differentiation. As the market and customer expert, you'll become the go-to resource on portfolio customers and competitors, feeding insights back into product and pricing decisions.
Once customers are acquired, you'll drive adoption, expansion, and retention through consistent, value-based messaging and lifecycle programs. You'll measure performance against pipeline and revenue metrics, adjusting strategy quickly based on data.
This is a full-stack marketing role requiring 5+ years in product, portfolio, or growth marketing (ideally edtech), with demonstrated success launching new products end-to-end. You need demand-generation expertise (campaigns, funnel, audience building), strong writing skills with a portfolio of strategic content, and the ability to influence executives and cross-functional teams. You'll report to the President of Foundry with a dotted line to Instructure's Marketing leadership.
This role suits someone who thrives building categories from scratch, owns revenue outcomes, and can execute across positioning, demand generation, content, and lifecycle—not someone seeking a specialized lane or an established brand to market into.
