Performance Marketing Specialist

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're looking for a Performance Marketing Specialist who gets things done and has fun doing it. You'll own the day-to-day execution of paid digital campaigns across LinkedIn, Google, Demandbase, CTV, and third-party review platforms like G2 - building ads, managing budgets, and keeping campaigns running at peak performance. You'll also bring a sharp analytical eye to the work, turning campaign data into clear insights that inform our stakeholders what we do next.

This role sits at the center of our demand generation motion. You'll work closely with campaign managers, content, and marketing ops to make sure every campaign is built right, launched on time, and optimized continuously.

What you'll do.

Campaign execution

• Build, launch, and manage paid campaigns across LinkedIn, Google Ads, Demandbase, CTV, and digital listing platforms (G2, Capterra, and similar) .
• Own the ad build process end to end, from asset trafficking and audience setup to tagging, QA, and go-live.
• Run A/B tests on ad creative, copy, audiences, and landing pages. Document what you learn and apply it.
• Manage campaign budgets across platforms, monitoring pacing daily and making adjustments to hit efficiency targets.
• Configure and maintain ABM campaigns, including account targeting, intent signals, and journey stages using third party tools like DemandBase, 6Sense , etc.

Reporting and optimization

• Own a regular reporting cadence with each of our region stakeholders, pulling performance data, building dashboards, and presenting findings to campaign managers and stakeholders.
• Analyze campaign results across platforms to identify trends, flag underperformance, and surface optimization opportunities.
• Maintain clean UTM hygiene and coordinate with marketing ops to ensure accurate attribution and reporting.
• Experience with Salesforce reporting and tying digital campaign data back to pipeline impact.
• Track spend and performance against quarterly goals, and flag budget risks or reallocation needs proactively.

Platform and process management

• Stay current on platform updates, betas, and new ad formats across paid channels.
• Manage relationships with platform reps to stay informed on new features and opportunities.
• Keep internal documentation current - ad specs, audience lists, budget trackers, and test logs.

What you bring.

• Three or more years of hands-on experience in paid digital advertising, with direct experience building and managing campaigns in at least three of the following: LinkedIn Campaign Manager, Google Ads, Demandbase, programmatic/CTV platforms, or review site advertising (G2, Capterra) .
• Proven ability to manage multi-platform budgets and optimize for pipeline efficiency metrics ( CPL, CPA, ROAS ).
• Experience running structured A/B tests and translating results into clear recommendations.
• Strong data skills — comfortable in spreadsheets, ad platform UIs, and marketing analytics dashboards.
• Clear, direct communicator who can present performance data to non-technical audiences without losing the thread.
• High attention to detail and a bias toward getting things right before they go live.