People Matter

Technical B2B Product Marketing Manager



Marketing & Communications, IT, Product
United States · Remote
Posted on Wednesday, June 26, 2024

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.


About the role

The CPG Marketing team is seeking a skilled and dynamic Technical Product Marketing Manager with expertise in programmatic advertising to join our growing B2B marketing team. The ideal candidate will be responsible for developing and executing strategic marketing plans to drive the success of our off-platform advertising solutions. This role requires a deep understanding of programmatic advertising technology, first and third party data, industry trends, and customer needs, as well as the ability to translate technical features into compelling value propositions and messaging. The Technical Product Marketing Manager will collaborate closely with cross-functional teams including product management, sales, legal and engineering to ensure the successful launch and ongoing promotion of our programmatic solutions.

About the Team

While you’re likely familiar with Instacart’s role in consumers’ lives—providing access to the food they love so they have more time to enjoy it together — we also have a thriving B2B business that helps retailers and CPG brands reimagine the ways in which they connect with consumers. On the Ads side of the business, our vision is to become an indispensable marketing partner to every brand. To date, we have built an advertising business which has enabled brands to drive awareness, consideration, and sales on our platform. The CPG Marketing team, part of the B2B side of the business, seeks to educate, excite, and accelerate CPG brand partners through world-class product marketing, channel marketing, events, content, and co-marketing.

About the Job

  • Develop and execute comprehensive go-to-market strategies for programmatic advertising solutions, including positioning, messaging, pricing, and promotion.
  • Collaborate with product management, engineering, legal and privacy teams to understand programmatic advertising capabilities, features, and benefits, and translate technical specifications into customer-facing messaging and collateral.
  • Create and maintain product marketing materials such as datasheets, whitepapers, case studies, and presentations to support sales and marketing initiatives.
  • Own go-to-market strategy for pilot and feature launches, developing unique and compelling marketing strategies that resonate with CPG audience.
  • Partner with growth marketing to drive product awareness and adoption among new target personas
  • Conduct market research and competitive analysis to identify market trends, customer needs, and competitive threats in the programmatic advertising space, and use insights to inform product positioning and marketing strategies.
  • Work closely with the sales team to develop sales enablement tools and training materials, including product demos, presentations, and competitive battle cards.
  • Plan and execute product launches for programmatic advertising solutions, including coordinating cross-functional teams, developing launch plans, and managing launch-related activities.
  • Monitor and analyze key performance metrics related to off-platform advertising initiatives, including sales performance, customer engagement, and use data to optimize marketing strategies and tactics.
  • Stay current on industry trends, technologies, and best practices in programmatic advertising, and share knowledge and insights with the broader team.

About You

Minimum Qualifications:

  • Bachelor's degree in marketing, business, or related field; MBA preferred.
  • 7+ years of experience in product marketing, preferably in the Retail Media and Programmatic advertising space.
  • Deep understanding of programmatic advertising technology, platforms, and ecosystem, with the ability to quickly grasp complex technical concepts and translate them into customer value propositions.
  • Excellent written and verbal communication skills, with the ability to create compelling marketing content and effectively articulate product messaging.
  • Proven track record of developing and executing successful go-to-market strategies for programmatic advertising solutions, including product launches and demand generation campaigns.
  • Strong analytical skills and data-driven mindset, with the ability to analyze market trends, customer insights, and competitive intelligence to inform marketing strategies and decision-making.
  • Highly organized and detail-oriented, with the ability to manage multiple projects and priorities in a fast-paced environment.

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. Please review our Flex First remote work policy here.

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. Please read more about our benefits offerings here.

For US based candidates, the base pay ranges for a successful candidate are listed below.

$149,000$165,000 USD
$142,000$158,000 USD
$137,000$152,000 USD
All other states
$123,000$137,000 USD