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We're transforming the grocery industry
At Instacart, we invite the world to share love through food because we believe everyone should have access to the food they love and more time to enjoy it together. Where others see a simple need for grocery delivery, we see exciting complexity and endless opportunity to serve the varied needs of our community. We work to deliver an essential service that customers rely on to get their groceries and household goods, while also offering safe and flexible earnings opportunities to Instacart Personal Shoppers.
Instacart has become a lifeline for millions of people, and we’re building the team to help push our shopping cart forward. If you’re ready to do the best work of your life, come join our table.
Instacart is a Flex First team
There’s no one-size fits all approach to how we do our best work. Our employees have the flexibility to choose where they do their best work—whether it’s from home, an office, or your favorite coffee shop—while staying connected and building community through regular in-person events. Learn more about our flexible approach to where we work.
Overview
About the Role - We are looking for a dynamic product marketer who will bring some of our most anticipated consumer features and products to market. This person will be responsible for partnering with the product team to design, ideate and paint the vision for a new product or feature set. And then, bring it to market working across consumer insights, product, creative, media, data science, and comms to lead the strategy and execution with the goal of driving product adoption. This role requires a blend of strategic and analytical thinking, creativity, strong communication skills, and a passion for learning and innovation.
About the Team - The product marketing team (part of the consumer marketing team) knows the user, knows the product magic and connects the two by developing breakthrough work. We hold a high quality bar and are constantly looking for how we uplevel our marketing work to drive business growth, product adoption and change perception. We are fun, caring, driven individuals located all across the country who care deeply about great work and seeing Instacart its next level of growth.
About the Job
- Go-to-Market Ownership: Develop and execute comprehensive go-to-market strategies, driving the successful launch and adoption of high-impact consumer products.
- Positioning & Messaging: 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.
- Cross-Functional Collaboration: 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
- Market Research & Consumer Insights: Drive consumer research and data to inform product marketing strategies, concepts, taglines, naming, pain points, and shape future product development.
- Growth Strategy: Partner with paid media, CRM, and channel teams to develop and optimize scalable growth initiatives that drive engagement and retention across key customer segments.
- Performance Measurement: Define KPIs for product campaigns, analyze results, and optimize marketing plans based on performance metrics and consumer feedback.
- Stakeholder Management: 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
About You
Minimum Qualifications
Qualifications:
- 7–10 years of consumer product marketing experience with a proven track record of success, preferably in a large tech company.
- Strong foundation in classical PMM skillsets: go-to-market planning, positioning/messaging frameworks, and consumer insights.
- Experience navigating matrixed, cross-functional teams in a fast-paced and dynamic environment.
- Data-driven and analytical mindset with the ability to translate insights into actionable strategies.
- Exceptional communication skills, both written and verbal, with experience presenting to senior leadership.
- Ability to own and manage complex projects, ensuring execution at a high standard with minimal oversight.
- Leadership experience, with the ability to influence and inspire teams without direct authority.
- Strong strategic thinking and analytical skills, with the ability to translate data into actionable insights.
- Exceptional communication and storytelling skills, with experience crafting messaging for diverse audiences.
- Experience collaborating with cross-functional teams in a fast-paced, high-growth environment.
- Leadership experience, with the ability to influence and inspire teams without direct authority.
In this role, you will be responsible for developing and executing go-to-market strategies, driving product positioning, and ensuring our consumer products achieve market success. You will collaborate closely with product management, engineering, marketing, and communications teams to create compelling narratives, launch innovative products, and drive user adoption and engagement.
The ideal candidate is a proven leader with deep expertise in product marketing, a track record of launching consumer-facing products at scale, and the ability to thrive in a fast-paced, dynamic environment. If you are passionate about understanding consumer behavior, crafting impactful messaging, and delivering measurable results, we want to hear from you.
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