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.

Foundry is a standalone division inside Instructure, built to generate new revenue with AI-built products. You’re the growth engine for the pods. In the core business, this work splits across product marketing, demand generation, content, and lifecycle teams; here, it’s one person doing all of it — finding the message that lands, filling the early-access pipeline, and turning a working product into paying customers. You’ll set positioning, generate demand, and own the funnel from first touch to renewal, working hand in hand with Pod Founders who are selling as they build. This is a blank-page job: most pods start with no category, no audience list, and no playbook, and you’ll build all three. The role reports to the President, Foundry, with a matrixed dotted line to Instructure’s Marketing leadership.

What you’ll do:

Own positioning and messaging. Craft the value proposition, naming, and packaging input for products customers have never heard of, and maintain messaging frameworks by segment across K12 , higher education , and business and government .
Run go-to-market and launch. Own go-to-market readiness for pilots, early access, and general availability — timelines, channels, pricing input, and the launch assets that carry the story.
Build the demand engine. Generate pipeline through campaigns, audience building, early-access recruiting, and the top of the funnel that feeds the Founder’s selling.
Drive content. Create the collateral, digital content, and customer-facing assets that build demand and make the differentiation obvious.
Be the market and customer expert. Become the go-to expert on the portfolio’s customers and competitors, and feed that insight back into product and pricing.
Own lifecycle and adoption. Once customers land, drive adoption, expansion, and retention with consistent, value-based messaging.
Measure and adjust. Track funnel and campaign performance against pipeline and revenue, and change course fast when the numbers say so.

What you’ll need:

Five or more years in product, portfolio, or growth marketing, ideally in ed tech or a related industry, with new-product launches under your belt.
A demonstrated ability to drive go-to-market strategy and execute strategic product launches end to end.
Demand-generation range — campaigns, funnel, and audience building — not just positioning and decks.
Strong writing, with a portfolio of strategically focused content and collateral.
The ability to influence executive and cross-functional teams, and to present to groups large and small, virtually and in person.
A full-stack marketer’s range — you do product marketing, demand generation, content, and lifecycle yourself, and you market to fill pipeline and close revenue, not to win awards.

This role isn’t for everyone:

You should probably pass if:

You want to own one slice — just messaging, or just campaigns — and hand off the rest.
You need an established brand and a built-in audience to market into. Here you build the category.
You measure success by impressions and activity rather than by pipeline and revenue.
You want a large marketing organization with clear lanes. This is one person, broad scope, and fast.

Growth Marketing Lead (Foundry Division)