Marketing Manager

Role Description

This Marketing Manager role is responsible for building and executing Instrumental's internal marketing strategy across three core areas: partner marketing, event marketing, and demand generation. You will work closely with leadership, delivery team members, and external partners to grow our brand, generate pipeline, and support revenue goals.

This is a high-ownership role. You will set direction, build programs, and execute. The right candidate is both a strategic thinker and a hands-on operator who is comfortable working across teams and managing multiple work streams simultaneously.

What You'll Own

• Partner marketing
  • Drive co-marketing strategy and execution across Instrumental's top technology partners.
  • Build relationships with partner marketing teams, develop joint campaigns and content, and ensure Instrumental is consistently visible and authoritative within each partner ecosystem.
  • Develop and manage co-marketing plans with key partners, including campaign briefs, content calendars, and launch timelines.
  • Coordinate regular, consistent content creation in multiple formats (webinars, blog posts, social content, email campaigns) in alignment with partner priorities.
  • Develop and maintain a library of thought leadership content including guides and case studies that support partner storytelling and Instrumental's brand authority.
  • Collaborate with SEM team on SEO and AEO content strategy, ensuring owned and co-created content is optimized for search and AI answer engines.
  • Maintain active partner relationships and serve as the day-to-day marketing contact for:
    • Aircall
    • Grammarly
    • PandaDoc
    • HubSpot
  • Track co-marketing performance and report results back to partners and internal leadership.
• Event marketing
  • Own the end-to-end marketing execution for Instrumental's event strategy, including sponsored conferences, virtual webinars, hosted events, and executive speaking engagements.
  • Develop conversion paths and campaign assets for each event (landing pages, registration flows, pre/post-event nurture).
  • Create and manage event promotion materials, including ad creative and organic social content.
  • Lead social media strategy and coordinate with service team contributors to maintain a consistent brand voice and publishing cadence across channels.
  • Collaborate with the SEM team on paid targeting strategy for event promotion.
  • Support executive-level speaking engagements and conference sponsorship strategy, with direct collaboration with the CRO.
  • Coordinate event logistics, speaker prep materials, and post-event follow-up sequences.
• Demand generation
  • Build and run Instrumental's inbound pipeline engine. This pillar connects content, campaigns, creative execution, and HubSpot infrastructure to generate and convert qualified leads.
  • Develop and execute inbound lead generation strategies, including gated content offers, landing pages, and conversion path optimization.
  • Own email marketing strategy and execution, including list segmentation, nurture sequences, and performance reporting.
  • Build and optimize marketing automation in HubSpot, including workflows, lead scoring, and lifecycle stage management.
  • Coordinate with service team on creative and graphic design execution for campaign assets, ensuring visual consistency and brand quality across all demand gen materials.
  • Collaborate with the SEM team on paid media strategy, providing creative assets and campaign briefs.
  • Report on pipeline contribution and marketing attribution, connecting campaign activity to deal creation and revenue.
  • Identify and test new demand generation channels aligned to Instrumental's target market.

Qualifications

• 3-6 years of B2B marketing experience, ideally at an agency or in a small marketing team with broad ownership.
• Demonstrated ability to manage multiple marketing programs simultaneously without losing quality or momentum.
• HubSpot proficiency required. Certifications a plus. Experience building workflows, landing pages, and reports in HubSpot Marketing Hub.
• Strong writing and communication skills. You do not need to be a dedicated copywriter, but you need to produce clear, professional marketing copy.
• Collaborative by default. This role touches nearly every part of the business and requires strong relationship-building with internal and external stakeholders.
• AI-fluent. You actively use AI tools for content creation, research, campaign management, and reporting. You are comfortable learning new tools quickly.
• Data-oriented. You track performance, draw conclusions, and adjust strategy based on results.
• Experience in regulated industries (financial services, healthcare, insurance) is a meaningful plus.

Tools You'll Use

• HubSpot (Marketing Hub, CRM, reporting)
• Google Workspace (Docs, Sheets, Slides, Analytics)
• Canva or similar design tools
• LinkedIn, social scheduling tools
• AI tools (Claude, Grammarly, and others as relevant)
• Apollo.io, Aircall, PandaDoc (familiarity helpful, not required)

Benefits

• Medical, dental, and vision insurance
• Short- and long-term disability coverage
• Accident insurance
• 401(k) retirement plan
• 15 paid holidays + generous PTO
• Quarterly incentive plan
• A vibrant, close-knit team that truly cares