This Marketing Manager role is responsible for building and executing Instrumental's internal marketing strategy across three core areas: partner marketing, event marketing, and demand generation. You will work closely with leadership, delivery team members, and external partners to grow our brand, generate pipeline, and support revenue goals.

This is a high-ownership role. You will set direction, build programs, and execute. The right candidate is both a strategic thinker and a hands-on operator who is comfortable working across teams and managing multiple workstreams simultaneously.


What You'll Own:
1. Partner marketing

Drive co-marketing strategy and execution across Instrumental's top technology partners. Build relationships with partner marketing teams, develop joint campaigns and content, and ensure Instrumental is consistently visible and authoritative within each partner ecosystem.

• Develop and manage co-marketing plans with key partners, including campaign briefs, content calendars, and launch timelines
• Coordinate regular, consistent content creation in multiple formats (webinars, blog posts, social content, email campaigns) in alignment with partner priorities
• Develop and maintain a library of thought leadership content including guides and case studies that support partner storytelling and Instrumental's brand authority
• Collaborate with SEM team on SEO and AEO content strategy, ensuring owned and co-created content is optimized for search and AI answer engines
• Maintain active partner relationships and serve as the day-to-day marketing contact for:
  • Aircall
  • Grammarly
  • PandaDoc
  • HubSpot
• Track co-marketing performance and report results back to partners and internal leadership

2. Event marketing

Own the end-to-end marketing execution for Instrumental's event strategy, including sponsored conferences, virtual webinars, hosted events, and executive speaking engagements.

• Develop conversion paths and campaign assets for each event (landing pages, registration flows, pre/post-event nurture)
• Create and manage event promotion materials, including ad creative and organic social content
• Lead social media strategy and coordinate with service team contributors to maintain a consistent brand voice and publishing cadence across channels
• Collaborate with the SEM team on paid targeting strategy for event promotion
• Support executive-level speaking engagements and conference sponsorship strategy, with direct collaboration with the CRO
• Coordinate event logistics, speaker prep materials, and post-event follow-up sequences

3. Demand generation

• Develop and execute inbound lead generation strategies, including gated content offers, landing pages, and conversion path optimization
• Own email marketing strategy and execution, including list segmentation, nurture sequences, and performance reporting
• Build and optimize marketing automation in HubSpot, including workflows, lead scoring, and lifecycle stage management
• Coordinate with service team on creative and graphic design execution for campaign assets, ensuring visual consistency and brand quality across all demand gen materials
• Collaborate with the SEM team on paid media strategy, providing creative assets and campaign briefs
• Report on pipeline contribution and marketing attribution, connecting campaign activity to deal creation and revenue
• Identify and test new demand generation channels aligned to Instrumental's target market

• HubSpot (Marketing Hub, CRM, reporting)
• Google Workspace (Docs, Sheets, Slides, Analytics)
• Canva or similar design tools
• LinkedIn, social scheduling tools
• AI tools (Claude, Grammarly, and others as relevant)
• Apollo.io, Aircall, PandaDoc (familiarity helpful, not required)