Director, Ads Product Marketing

# Director, Ads Product MarketingInstacartRemoteCanadaMarketing & SalesPosted Oct 26, 2026We'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.
Why this role is on the menu
Instacart's
Commercial business is building the path for advertisers and retailers to grow, and the Ads ecosystem needs a Product Marketing center of excellence to lead it.
This role leads a team of advertising-focused Product Marketers with cohesive go-to-market strategies and inbound and outbound marketing plans, so product and feature launches land seamlessly.
Without it, positioning, messaging, and the voice of the advertiser have no single owner to inform Product and the Ads roadmap.
Twelve months from now, Instacart Ads has a consistent, best-in-market narrative and a scaled PMM function that is indispensable to the GTM motion.
What you'll cook up in your first year
- A center of excellence for Ads product marketing: a team of skilled product marketers running comprehensive, consistent launch motions that follow best practices and scale PMM impact
- An Ads ecosystem narrative, messaging, and outbound marketing strategy that reinforces market leadership across all marketing touchpoints, with consistent branding, messaging, and positioning across all channels
- Priority Ads features and new product opportunities shaped by the voice of the customer, blending quantitative and qualitative insights from advertisers and the market, and influencing the product roadmap and business strategy
- Strategic, high visibility launches and marketing programs executed and measured against product-specific business goals, building the sales pipeline and driving product adoption through thought leadership, industry briefings, and events
- A sales team and advertiser base educated on the value of Instacart's data and measurement products, in partnership with Sales Enablement, with a clear investment strategy across paid marketing, trade partnerships, events, communications, creative, and content set with Growth Marketing
The secret ingredients we're looking for
Must-have pantry staples (Minimum Qualifications)
- 12+ years of experience in product marketing and related product/marketing roles with at least 6 years in digital advertising and tech industry specifically
- Experience in both outbound and inbound Product Marketing efforts
- Team management experience, across multiple product lines
- Bachelor's degree in marketing, business, or related field
- Digital advertising experience and deep understanding of the digital ecosystem and advertising technologies
- Proven track record of developing and executing successful go-to-market strategies
- Experience in defining product marketing objectives and key results (OKRs) and tracking key performance indicators (KPIs)
- Executive presence, with excellent written and verbal communication skills and the ability to articulate marketing concepts to a broad set of audiences
Optional garnishes (Preferred Qualifications)
- Retail Media Network, CPG and/or Retailer experience
- Experience using AI to find efficiencies in workflow/processes
- A passion for media, measurement and the advertising industry
#LI-Remote
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. Currently, we are only hiring in the following provinces: Ontario, Alberta, British Columbia, and Nova Scotia.
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 Canadian based candidates, the base pay ranges for a successful candidate are listed below.
CAN
$203,000—$214,000 CAD#J-18808-Ljbffr