Consumer Product Marketing Manager II

Summary

Join Instacart's dynamic product marketing team and play a pivotal role in launching anticipated consumer features and products. You will collaborate with cross-functional teams, including product, creative, media, data science, and communications, to develop and execute go-to-market strategies. Responsibilities include crafting compelling positioning and messaging, conducting market research, and optimizing growth initiatives. Success in this role requires strategic thinking, analytical skills, strong communication, and a passion for innovation. The position offers competitive compensation and benefits, including equity grants, and is remote-friendly. Instacart is committed to a flexible work environment, allowing employees to choose their preferred work location.

Requirements

• 5+ years of consumer product marketing experience with a strong track record of leading and executing successful product launches at scale
• Proven expertise in go-to-market strategy, positioning/messaging frameworks, and leveraging data-driven consumer insights to inform campaigns
• Experience managing large, complex projects with minimal oversight, navigating ambiguity, and identifying solutions to deliver impact at scale
• Data-driven and analytical mindset; ability to connect metrics to actionable strategies with measurable outcomes
• Strong communication and storytelling skills with experience presenting to senior stakeholders and effectively articulating complex ideas
• Collaborative team player capable of building strong cross-functional relationships and influencing outcomes without direct authority
• Demonstrated ability to contribute to broader team culture and foster collaboration across remote and hybrid teams

Responsibilities

• Develop and execute comprehensive go-to-market strategies, driving the successful launch and adoption of high-impact consumer products
• Craft compelling and differentiated positioning and messaging that aligns with customer insights, user needs, and our strategic goals
• Analyze competitive landscapes, market dynamics, and user feedback to refine product positioning and inform roadmap decisions
• Lead collaboration across product, marketing, and design teams to ensure alignment and delivery of top-tier marketing initiatives
• Advocate on behalf of the customer at all stages and in the end-to-end experience
• Drive consumer research and data to inform product marketing strategies, concepts, taglines, naming, pain points, and shape future product development
• Partner with paid media, CRM, and channel teams to develop and optimize scalable growth initiatives that drive engagement and retention across key customer segments
• Define KPIs for product campaigns, analyze results, and optimize marketing plans based on performance metrics and consumer feedback
• Collaborate with senior leadership and cross-functional stakeholders to ensure goals are met and timelines are adhered to
• Partner with PR, social media, and content teams to amplify product launches and build awareness and buzz
• Manage the end-to-end execution of the go-to-market campaign across owned and paid channels by partnering with the channel and media leads
• Be the glue, quarterback and heart of launch and adoption post launch. Own the metrics and design strategies and campaigns to drive the desired growth
• Surface capabilities needed with the product team to drive desired growth
• Partner with product analytics and marketing analytics to analyze the campaign performance and key metrics to measure effectiveness and optimize strategies for continuous improvement
• Drives process improvements internally amongst our team and cross functional partners
• Actively participates in helping grow our team culture both virtually and in-person

Benefits

• Instacart provides highly market-competitive compensation and benefits in each location where our employees work
• This role is remote and the base pay range for a successful candidate is dependent on their permanent work location
• Offers may vary based on many factors, such as candidate experience and skills required for the role
• Additionally, this role is eligible for a new hire equity grant as well as annual refresh grants