B2B Growth Marketing Manager

📌 Core Information

🔹 Job Title: B2B Growth Marketing Manager

🔹 Company: Instacart

🔹 Location: Canada - Remote (ON, AB, BC, NS Only)

🔹 Job Type: Full-Time, Flexible

🔹 Category: Marketing

🔹 Date Posted: April 11, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote OK (ON, AB, BC, NS Only)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing marketing strategies to drive awareness, engagement, leads, and sales for Instacart's Enterprise B2B offerings.
• Managing Retailer-facing CRM programs and optimizing campaigns across various platforms.
• Collaborating with cross-functional teams to support go-to-market strategies and channel marketing plans.
• Analyzing cohort data to identify trends and behaviors, and developing targeted messaging and campaigns.
• Overseeing external paid media agency relationships and serving as the marketing operations contact.

ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with cross-functional teams. The ideal candidate will have a deep understanding of the B2B market and experience with marketing automation tools.

📋 Key Responsibilities

✅ Create demand and lead generation strategies across platforms to drive awareness, engagement, leads, and sales for the Enterprise team.

✅ Continuously optimize campaigns, testing formats, content, audiences, and other variables.

✅ Plan, execute, and manage Retailer-facing CRM programs, including monthly newsletters, nurture campaigns, event follow-up, and others via SalesForce Account Engagement (Pardot).

✅ Own the strategy, development, and execution of all paid media across paid social and paid search.

✅ Research and recommend additional marketing channels/media partners that support enterprise business goals, developing and executing a holistic growth strategy.

✅ Partner with Product and Product Marketing to support go-to-market strategies with channel marketing plans.

✅ Work with the events team to send email invites and develop event follow-up campaigns to nurture leads.

✅ Analyze cohort data to identify key trends and behaviors and develop targeted messaging and campaigns to drive desired outcomes.

✅ Oversee content development for B2B marketing channels, working with creative teams and agencies on production/asset development and copy-writing.

✅ Oversee external paid media agency relationships for retailer marketing.

✅ Serve as the marketing operations contact, partnering with sales operations to track, measure, and optimize campaigns.

✅ Support Product Marketing in maintaining and optimizing the Instacart Platform website.

ASSUMPTION: This role requires a strong understanding of B2B marketing strategies, campaign management, and data analysis. The ideal candidate will be comfortable working with various marketing channels and tools.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field.

Experience: 6+ years of experience in a B2B digital marketing or channel marketing role at a B2B SaaS company.

Required Skills:

• Proficient in marketing automation tools (SalesForce Account Engagement).
• Thrives in a fast-paced, cross-functional role.
• Self-starter who proactively seeks opportunities to support the Business Development organization.
• Creates a culture of experimentation, learning, and a growth mindset.
• Results-focused and data-driven, using qualitative and quantitative insights to inform decision-making and prioritize roadmaps.
• Deep understanding of the market, applied technologies, and domain expertise in channel marketing.

Preferred Skills:

• Experience with ABM campaigns.
• Marketing operations experience.
• Experience managing agencies.

ASSUMPTION: The ideal candidate will have a proven track record in B2B marketing, with experience in lead generation, campaign optimization, and CRM management. Familiarity with the grocery industry and Instacart's products is a plus.

💰 Compensation & Benefits

Salary Range: CAD 117,000 - 130,000 per year (based on location and experience).

Benefits:

• Stock Options
• Equity

Working Hours: Full-time, flexible work arrangement with a focus on results and outcomes.

ASSUMPTION: Instacart offers competitive compensation and benefits packages, with a focus on employee growth and development. The salary range provided is an estimate and may vary based on the candidate's location and experience.

📌 Applicant Insights

🔍 Company Context

Industry: Instacart operates in the Software Development industry, focusing on grocery delivery and online grocery services. The company partners with over 1,500 national, regional, and local retail banners to facilitate online shopping, delivery, and pickup services from more than 85,000 stores across North America.

Company Size: Instacart has 1,001-5,000 employees, providing a mid-sized company environment with opportunities for growth and collaboration.

Founded: Instacart was founded in 2012 and has since grown to become the leading grocery technology company in North America.

Company Description:

• Instacart partners with retailers to transform how people shop by providing online shopping, delivery, and pickup services.
• The company's platform offers a suite of enterprise-grade technology products and services to power retailers' e-commerce experiences, fulfill orders, digitize brick-and-mortar stores, provide advertising services, and glean insights.
• Instacart Ads connects thousands of CPG brands with consumers online, right at the point of purchase, and Instacart Health provides tools to increase nutrition security and make healthy choices easier for consumers.

Company Specialties:

• Grocery Delivery and online grocery
• E-commerce Platform Development
• Retail Technology Solutions
• Advertising Services
• Data Analysis and Insights

Company Website: www.instacart.com

ASSUMPTION: Instacart's focus on innovation and growth provides an exciting environment for marketing professionals looking to make an impact in the e-commerce and grocery industries.

📊 Role Analysis

Career Level: This role is at the mid-level management or senior individual contributor level, with the opportunity to grow and take on more responsibility as the company continues to expand.

Reporting Structure: The B2B Growth Marketing Manager will report directly to the Head of B2B Growth Marketing and work closely with cross-functional teams, including Product, Product Marketing, Sales, and Events.

Work Arrangement: This is a remote, full-time position with a flexible work arrangement, allowing employees to choose where they do their best work while staying connected and building community through regular in-person events.

Growth Opportunities:

• As Instacart continues to grow and expand its B2B offerings, there will be opportunities for the B2B Growth Marketing Manager to take on more responsibility and advance their career within the company.
• The ideal candidate will have the opportunity to work on high-impact projects and collaborate with cross-functional teams to drive business growth and success.
• Instacart offers a new hire equity grant as well as annual refresh grants, providing employees with the opportunity to grow their wealth alongside the company's success.

ASSUMPTION: The ideal candidate for this role will be a strategic thinker with a strong understanding of B2B marketing and a passion for driving growth and innovation in the grocery industry.

🌍 Location & Work Environment

Office Type: Remote, with the option to work from an office or a co-working space as needed.

Office Location(s): Instacart has offices in San Francisco, CA, and Toronto, ON, with remote employees located across Canada.

Geographic Context:

• The role is open to candidates living in Ontario, Alberta, British Columbia, and Nova Scotia, providing flexibility for candidates to work remotely from their preferred location.
• Instacart's remote-first culture allows employees to work from anywhere within their respective province, with regular in-person events and team-building opportunities to foster a sense of community and connection.
• The company's focus on work-life balance and employee well-being provides a supportive and inclusive work environment for all employees.

Work Schedule: Full-time, with a flexible work arrangement that focuses on results and outcomes rather than hours worked.

ASSUMPTION: Instacart's remote-first culture and focus on work-life balance provide employees with the flexibility to choose where and how they work, while still maintaining a strong sense of community and connection with their colleagues.

💼 Interview & Application Insights

Typical Process:

• Online application review
• Phone or video screen with the hiring manager
• Technical assessment or case study
• Final round interviews with cross-functional stakeholders
• Background check and offer extension

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Campaign management and optimization experience
• CRM management and marketing automation proficiency
• Collaboration and communication skills
• Industry knowledge and market trends

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Demonstrate your understanding of Instacart's business and the B2B marketing landscape in your application materials.
• Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and adaptability in a fast-paced, cross-functional environment.
• Research Instacart's company culture and values, and be prepared to discuss how your personal values align with the company's mission and goals.

ATS Keywords: B2B Marketing, Digital Marketing, Lead Generation, Marketing Automation, CRM, Campaign Management, Paid Media, ABM Campaigns, B2B SaaS, Enterprise B2B, Retailer B2B, Instacart Platform

ASSUMPTION: Instacart's hiring process is designed to assess candidates' strategic thinking, problem-solving skills, and cultural fit with the company's values and mission. The ideal candidate will have a strong understanding of the B2B marketing landscape and a passion for driving growth and innovation in the grocery industry.

🛠️ Tools & Technologies

• SalesForce Account Engagement (Pardot)
• Google Analytics
• Google Ads Manager
• LinkedIn Advertising
• Marketo or similar marketing automation tools (bonus)
• CRM software (bonus)

ASSUMPTION: The ideal candidate will have experience with marketing automation tools, CRM software, and other relevant technologies to manage and optimize B2B marketing campaigns effectively.

👔 Cultural Fit Considerations

Company Values:

• Customer Obsessed: We put our customers first in everything we do.
• Inclusive: We foster an inclusive environment where everyone feels valued and respected.
• Innovative: We embrace change and continuously seek new ways to improve.
• Reliable: We deliver on our promises and hold ourselves accountable for our actions.
• One Team: We work together, supporting each other to achieve our goals.

Work Style:

• Collaborative: We work closely with cross-functional teams to drive business growth and success.
• Adaptable: We embrace change and continuously seek new ways to improve our processes and workflows.
• Data-driven: We use data and insights to inform our decision-making and prioritize roadmaps.
• Results-focused: We focus on outcomes and deliverables, rather than hours worked.
• Growth mindset: We create a culture of experimentation, learning, and continuous improvement.

Self-Assessment Questions:

• How do you align with Instacart's value of being customer-obsessed, and how have you demonstrated this in your previous roles?
• How do you approach working with cross-functional teams, and how have you supported the success of your colleagues in previous roles?
• How do you maintain a growth mindset and continuously seek new ways to improve your skills and knowledge in a fast-paced, evolving industry?

ASSUMPTION: Instacart's company culture is built on a foundation of customer obsession, inclusivity, innovation, reliability, and collaboration. The ideal candidate will share these values and be passionate about driving growth and success for the company and its customers.

⚠️ Potential Challenges

• The B2B Growth Marketing Manager will need to balance multiple priorities and stakeholders, requiring strong project management and communication skills.
• The role may involve working with external agencies and vendors, requiring strong vendor management and negotiation skills.
• The B2B Growth Marketing Manager may need to adapt to changes in the market and industry trends, requiring a high degree of flexibility and adaptability.
• The role may require occasional travel to attend industry events, conferences, or meetings with clients and partners.

ASSUMPTION: The ideal candidate will be comfortable working in a fast-paced, dynamic environment and be able to adapt to changes and prioritize their workload effectively.

📈 Similar Roles Comparison

• Compared to other B2B Marketing Manager roles, this position focuses more on lead generation, campaign optimization, and CRM management, with less emphasis on brand management and creative development.
• The B2B Growth Marketing Manager role at Instacart is unique in its focus on the grocery industry and Instacart's enterprise B2B offerings, requiring a strong understanding of the market and the company's products.
• This role offers the opportunity to work on high-impact projects and collaborate with cross-functional teams to drive business growth and success, providing a clear path for career advancement and professional development.

ASSUMPTION: The ideal candidate will have experience in B2B marketing and be passionate about driving growth and innovation in the grocery industry, with a strong understanding of the market and Instacart's enterprise B2B offerings.

📝 Sample Projects

• Developing and executing a targeted email campaign to nurture leads and drive engagement for Instacart's Enterprise B2B offerings.
• Optimizing paid media campaigns across paid social and paid search to improve ROI and drive desired outcomes.
• Analyzing cohort data to identify key trends and behaviors, and developing targeted messaging and campaigns to drive desired outcomes.
• Managing external paid media agency relationships to ensure consistent brand messaging and high-quality creative assets.
• Collaborating with cross-functional teams to support go-to-market strategies and channel marketing plans for Instacart's enterprise B2B offerings.

ASSUMPTION: The ideal candidate will have experience working on similar projects and be able to demonstrate their ability to drive results and deliver high-quality work in a fast-paced, cross-functional environment.

❓ Key Questions to Ask During Interview

• How does Instacart measure the success of its B2B marketing campaigns, and what key performance indicators (KPIs) are most important for this role?
• How does the B2B Growth Marketing team collaborate with other departments, such as Product, Product Marketing, Sales, and Events, to drive business growth and success?
• What are the biggest challenges facing the B2B Growth Marketing team in the coming months, and how can this role help address them?
• How does Instacart support the professional development and growth of its employees, and what opportunities are available for the B2B Growth Marketing Manager to advance their career within the company?
• What is the company's long-term vision for its enterprise B2B offerings, and how does this role fit into that strategy?

ASSUMPTION: The ideal candidate will be curious and ask thoughtful questions to demonstrate their interest in the role and their understanding of Instacart's business and industry trends.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on B2B marketing, lead generation, campaign optimization, and CRM management.
• Prepare for behavioral interview questions that focus on your problem-solving skills, collaboration, and adaptability in a fast-paced, cross-functional environment.
• Research Instacart's company culture and values, and be prepared to discuss how your personal values align with the company's mission and goals.
• Follow up with the hiring manager one week after submitting your application to inquire about the status of your application and express your continued interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.