SVP, Marketing

About the role

Instructure is seeking a senior marketing leader to spearhead efforts in driving growth and enhancing brand recognition for its educational technology products. This leadership position requires a strategic mindset combined with strong execution capabilities, as you will be responsible for shaping the company's market presence and directly contributing to its revenue objectives. You will oversee the development and implementation of marketing strategies that support global expansion, customer acquisition, and retention. The role involves working closely with cross-functional teams to align marketing initiatives with overall business goals, ensuring that the company's messaging resonates across diverse markets and segments. As a key member of the executive team, you will influence the company's growth trajectory and help position Instructure as a leader in the education technology space.

Key facts

What you'll do

• Develop and execute a comprehensive marketing strategy that increases brand awareness, drives pipeline growth, and fosters long-term customer relationships across all target markets.
• Lead and mentor the marketing organization to achieve pipeline generation targets, working in close collaboration with sales and customer success teams to ensure seamless lead conversion and revenue growth.
• Refine and amplify the company's brand narrative to ensure it effectively communicates value propositions and resonates with diverse audiences, supporting overall commercial objectives.
• Oversee international marketing initiatives, establishing a strong presence in global markets and contributing to worldwide pipeline expansion.
• Manage marketing efforts specifically for the BizGov segment, partnering with sales and customer success teams to accelerate market penetration and customer expansion within this segment.
• Build, develop, and retain a high-performing marketing team, providing leadership across functions such as lifecycle marketing, corporate communications, digital and web marketing, and creative branding.
• Represent marketing's impact on the company's financial performance at the executive and board levels, translating marketing performance metrics into clear business outcomes.
• Make data-driven decisions to optimize marketing investments, ensuring maximum return on marketing spend and resource allocation.
• Collaborate with product teams to ensure marketing strategies align with product roadmaps and feature launches, supporting go-to-market plans.
• Drive innovation in marketing approaches, leveraging new channels, technologies, and tactics to stay ahead of industry trends and competitors.
• Establish and monitor KPIs to measure the effectiveness of marketing campaigns and initiatives, adjusting strategies as needed to meet organizational goals.
• Foster a culture of continuous improvement, learning, and agility within the marketing team to adapt to changing market conditions and customer needs.

Requirements

• Over 10 years of experience in B2B SaaS marketing, with significant tenure at companies generating at least $300 million in annual recurring revenue.
• Proven success in owning pipeline generation, understanding pipeline coverage, and being accountable for revenue targets.
• Demonstrated ability to lead multiple marketing disciplines simultaneously, including brand, digital, communications, and lifecycle marketing, while developing future marketing leaders.
• Experience managing or operating within international marketing landscapes across various geographies, with a track record of successful global campaigns.
• Strong background in executing brand positioning initiatives that have positively impacted commercial results, with a focus on aligning marketing strategies with business objectives.
• Excellent communication skills, with the ability to present complex ideas clearly and persuasively to executive leadership, board members, and internal teams.
• Strategic thinker with a data-driven approach to decision-making and resource allocation.
• Ability to work effectively in a fast-paced, dynamic environment, managing multiple priorities and stakeholders.
• Experience working in or understanding the education technology sector is a plus but not mandatory.
• Proven leadership skills, including team building, coaching, and mentoring, to develop high-performing marketing teams.

Nice to have

• Experience working in the education technology industry, understanding its unique market dynamics and customer needs.
• Familiarity with SaaS sales cycles, customer lifecycle management, and customer success strategies.
• Knowledge of international market entry strategies, localization, and regional marketing nuances.
• Background in digital marketing channels, content marketing, or creative branding initiatives.
• Experience with marketing automation tools, analytics platforms, and CRM systems.
• Ability to adapt marketing strategies based on evolving industry trends and technological advancements.

Skills & tools

• B2B SaaS Marketing
• Pipeline Generation
• Brand Strategy
• International Marketing
• Executive Communication

Practical notes

• All full-time employees participate in the company's ownership program, fostering a culture of shared success.
• The company offers a flexible work environment, allowing employees to choose from remote, hybrid, or in-office work arrangements based on their preferences and role requirements.
• Employees benefit from generous paid time off, including local holidays and an annual "Dim the Lights" period designed for rest and rejuvenation.
• Comprehensive wellness programs are available, supporting mental health, physical well-being, and work-life balance.
• The company provides resources for ongoing learning and professional development, including access to training tools, industry conferences, and tuition reimbursement programs.
• Background checks are required for all employees, and identity verification measures may be implemented to ensure security and compliance.
• The role involves working on-site at the company's designated location, with no remote or hybrid designation unless explicitly stated.

About the company

Instructure is an educational technology company that provides the Canvas learning management system. Founded in 2008, Canvas is used by thousands of schools, universities, and institutions worldwide.