At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers. We do this by giving smart, creative, passionate people opportunities to create awesome.
And that's where you come in:
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.
Key Responsibilities:
- 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.
Qualifications:
- 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
Preferred Qualifications:
- 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
Get in on all the awesome at Instructure:
- 401k with company match
- HSA program, vision, voluntary life, and AD&D
- Tuition reimbursement
- Lifestyle Spending Account
- Paid time off, 11 paid holidays, and flexible work schedules
- Motivosity - employee recognition program
We’ve always believed in hiring the most awesome people and treating them right. We know that the more diverse we are, the more diverse our ideas will be and when we openly welcome those ideas, our environment is better and our business is stronger.
At Instructure we participate in E-Verify and yes, in case you didn't catch it from the above, we are an Equal Opportunity Employer.
All Instructure employees are required to successfully pass a background check upon being hired.
Top Skills
What We Do
Instructure is helping people grow from the first day of school to the last day of work. More than 30 million people use its Canvas and Bridge platforms for learning management and employee development.
