Instructure is a global EdTech leader, serving millions of teachers and students around the world. Openness is core to who we are. That's why we partner with over 900 education technology companies in the largest partner community for any LMS. Instructure also offers a portfolio of products and services designed specifically for other EdTech providers. These unique solutions empower our partners to more quickly build and scale products, deeply integrate them into Canvas LMS, and differentiate products with research-backed proof of impact.Parchment, recently acquired by Instructure, helps lifelong learners around the world make the most of their academic achievements, turning them into opportunities. We have an important mission and as such, we actively seek employees who are passionate about education, and technology, and doing their very best every day! You'll be a key cross-functional player within the Parchment marketing team; a collaborative mentality and positive attitude are essential.As the Portfolio Marketing Manager for the Digitary by Parchment products targeting markets outside of the US, you are responsible for the full customer lifecycle and a successful buyer journey for your product portfolio, including creating the GTM strategy and crafting the messaging and positioning around your products. You'll work closely with the Executive, Product, Sales, and Marketing teams to develop innovative marketing strategies and content that engage with your audiences. Attention to detail and an eye for quality, along with the ability to grasp and translate technical capabilities into benefits are crucial. This position will report directly to the Manager of Portfolio Marketing, Higher Education.What you will be doing:Customer Expertise:Become the go-to expert on your portfolio's customer base, gathering insights and utilizing both macro and micro-level customer feedback on a regular basis to inform product development, GTM strategies, and messaging. Go-to-Market (GTM) Strategy:Lead the creation and execution of GTM plans for new and existing products in your portfolio, including market analysis, pricing strategies, and channel strategies. Work closely with stakeholders in Marketing, Sales, Product, and the Executive team to get buy-in for strategies.Messaging and Positioning:Craft compelling product messaging and positioning that resonates with target audiences, highlighting the unique value propositions of your products.Customer Lifecycle Management:Own the entire customer lifecycle, from acquisition through retention and advocacy, by developing programs and campaigns that engage and nurture customers at each stage.Market Research:Conduct market research and competitor analysis to identify market trends and opportunities for product differentiation.Content Development:Strategically drive content creation, ensuring that all collateral, digital content, and communications clearly drive demand for your portfolio differentiation and align with the overall GTM and business objectives.Campaigns Support:Work with Demand Generation teams to effectively launch and optimize marketing campaigns.Cross-Functional Collaboration:Work closely with Product, Sales, and Customer Success teams to ensure alignment and provide market insights that influence product development and customer adoption and retention strategies.Analytics and Reporting:Monitor key performance metrics to assess the effectiveness of marketing initiatives and adjust strategies as needed.What we look for:5+ years of product or portfolio marketing experience3+ years EMEA B2B SAAS experience, with higher education Ed Tech experience highly desirableProven record of successful cross-company GTM project leadershipDemonstrated ability to create GTM plans Demonstrated ability to collaborate effectively with Executive, Product, Sales, Professional Services, Customer Success, and Marketing (references required across Executive, Product, Sales, Professional Services, Customer Success, and Marketing)Prior experience working in a multi-function marketing departmentDemonstrated ability to influence executive and cross-functional teamsEagerness to solicit, willingness to listen to, and ability to action feedback from internal and external stakeholders. Experience presenting to large and small groups virtually and in person. Portfolio of strongly written and strategically focused content and collateralThe ability to travel up to 15% of the timeWe'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.All Instructure employees are required to successfully pass a background check upon being hired.
