Senior Marketing Manager II, Ads Product Marketing

Overview

About the Role - We’re seeking a Senior Manager II, Product Marketing to lead a team of advertising-focused Product Marketers responsible for driving the success of our Instacart Ads ecosystem. In this role, you will establish a Product Marketing center of excellence by developing cohesive go-to-market strategies and inbound / outbound marketing plans. You’ll be a strategic thought partner to the Ads business, bringing fresh perspectives and growth opportunities to the table, serving as a key collaborator with Product, Brand Partnerships, Customer Success, and Commercial Teams. Your team will own product positioning, messaging, and marketing materials to ensure seamless product and feature launches. You’ll gather feedback from advertisers and the market to inform Product teams and identify new opportunities to grow our product portfolio. Additionally, you’ll plan, execute, and measure marketing campaigns that align with product-specific business goals, build the sales pipeline, and drive product adoption. This role reports directly to the Head of Commercial Marketing.

About the Team - While you’re likely familiar with Instacart’s role in consumers’ lives—providing access to the food they love so they have more time to enjoy it together — we also have a thriving B2B business that helps retailers and brands reimagine the ways in which they connect with consumers. Instacart’s mission is to power every grocery transaction; and the Commercial business is building the path by providing advertisers and retailers with the tools to grow their business.

About the Job

Product Expertise : Develop and maintain a deep understanding of Instacart’s existing Ad suite and industry trends, serving as a trusted thought partner for the Product and Commercial business and directly influencing the product roadmap and rollouts.

Create Center of Excellence : Manage a team of skilled product marketers that lead the GTM strategy and execution for Ads products and features, establishing comprehensive and consistent launch motions that optimize for best practices and scale the PMM’s impact.

Champion the voice of the customer : Partnering closely with Sales and Product to define priority features based on customer needs and market analysis, blending quantitative and qualitative insights to find untapped opportunities for growth.

Team Leadership : Oversee team strategy, budget, management and resourcing. Balance team priorities and set clear goals to ensure the team is focused on the highest-priority products and workstreams.

Sales enablement : Partner closely with Sales Enablement to educate our sales team and our advertisers about the value of our data & measurement products.

Stakeholder management and cross-functional partnership : Work with Product, Engineering, Comms, and Sales teams to develop effective, compelling, and efficient marketing programs that position Instacart Ads as best-in-market.

Drive product adoption : Partner with Growth Marketing to create investment strategy across all buckets of Marketing, including but not limited to : paid marketing, trade partnerships, events, communications, creative, and content. Develop and maintain consistent branding, messaging, and positioning across all channels and marketing efforts.

Execute marketing programs : Drive the strategic and tactical execution of marketing campaigns, including thought leadership pieces, blogs, whitepapers, guides, social media support, industry briefings, product launches, and event management, as part of GTM plans.

About You

Minimum Qualifications

10+ years of experience in product marketing and related product roles with at least 5 years in digital advertising and tech industry specifically

Bachelor's degree in marketing, business, or related field

Retail Media Network, CPG and / or Retailer experience

Deep understanding of the digital advertising / marketing ecosystem and advertising technologies

Ability to quickly grasp complex technical concepts and translate them into customer value propositions

Experience in defining product marketing objectives and key results (OKRs) and tracking key performance indicators (KPIs)

Excellent written and verbal communication skills, with the ability to create compelling marketing content and effectively articulate product messaging.

Proven track record of developing and executing successful go-to-market strategies.

Strong analytical skills and data-driven mindset, with the ability to analyze market trends, customer insights, and competitive intelligence to inform marketing strategies and decision-making.

You have executive presence, understand marketing concepts, and can articulate them to a broad set of audiences

You enjoy working with external audiences and have strong communication skills

Preferred Qualifications

Experience using AI to find efficiencies in workflow / processes

Highly organized and detail-oriented, with the ability to manage multiple projects and priorities in a fast-paced environment.

A passion for media, measurement and the advertising industry.

Customer-centric thinking and exceptional problem-solving skills.

Compensation and Benefits

Instacart provides highly market-competitive compensation and benefits in each location where our employees work. This role is remote and the base pay range for a successful candidate is dependent on their permanent work location. Please review our Flex First remote work policy here.

Offers may vary based on many factors, such as candidate experience and skills required for the role. Additionally, this role is eligible for a new hire equity grant as well as annual refresh grants. Please read more about our benefits offerings here.

For US based candidates, the base pay ranges for a successful candidate are listed below.

CA, NY, CT, NJ — $202,000 – $224,000 USD

WA — $194,000 – $215,000 USD

OR, DE, ME, MA, MD, NH, RI, VT, DC, PA, VA, CO, TX, IL, HI — $185,000 – $206,000 USD

All other states — $167,000 – $186,000 USD

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