Director, Ads Product Marketing

Why this role is on the menu

Instacart's Commercial business is building the path for advertisers and retailers to grow, and the Ads ecosystem needs a Product Marketing center of excellence to lead it. This role leads a team of advertising-focused Product Marketers with cohesive go-to-market strategies and inbound and outbound marketing plans, so product and feature launches land seamlessly. Without it, positioning, messaging, and the voice of the advertiser have no single owner to inform Product and the Ads roadmap. Twelve months from now, Instacart Ads has a consistent, best-in-market narrative and a scaled PMM function that is indispensable to the GTM motion.

What you'll cook up in your first year

• A center of excellence for Ads product marketing: a team of skilled product marketers running comprehensive, consistent launch motions that follow best practices and scale PMM impact
• An Ads ecosystem narrative, messaging, and outbound marketing strategy that reinforces market leadership across all marketing touchpoints, with consistent branding, messaging, and positioning across all channels
• Priority Ads features and new product opportunities shaped by the voice of the customer, blending quantitative and qualitative insights from advertisers and the market, and influencing the product roadmap and business strategy
• Strategic, high visibility launches and marketing programs executed and measured against product-specific business goals, building the sales pipeline and driving product adoption through thought leadership, industry briefings, and events
• A sales team and advertiser base educated on the value of Instacart's data and measurement products, in partnership with Sales Enablement, with a clear investment strategy across paid marketing, trade partnerships, events, communications, creative, and content set with Growth Marketing

The secret ingredients we're looking for

Must-have pantry staples (Minimum Qualifications)

• 12+ years of experience in product marketing and related product/marketing roles with at least 6 years in digital advertising and tech industry specifically
• Experience in both outbound and inbound Product Marketing efforts
• Team management experience, across multiple product lines
• Bachelor's degree in marketing, business, or related field
• Digital advertising experience and deep understanding of the digital ecosystem and advertising technologies
• Proven track record of developing and executing successful go-to-market strategies
• Experience in defining product marketing objectives and key results (OKRs) and tracking key performance indicators (KPIs)
• Executive presence, with excellent written and verbal communication skills and the ability to articulate marketing concepts to a broad set of audiences

Optional garnishes (Preferred Qualifications)

• Retail Media Network, CPG and/or Retailer experience
• Experience using AI to find efficiencies in workflow/processes
• A passion for media, measurement and the advertising industry

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