Product Marketing Manager II, Shopper

Overview

The Instacart Shopper team builds products that empower our shopper community. Marketing plays a critical role in shaping how shoppers understand and engage with what we create, bringing together strategic thinking, creative storytelling, and analytical rigor to deliver clear value and measurable impact.

We're seeking a Product Marketing Manager to lead go-to-market strategy for shopper-facing features. You'll partner with Product Management, Data Science, Engineering, Creative, and Operations to bring products to market, drive positioning and messaging, and ensure launches align with Instacart's broader brand and shopper narrative. You'll translate insights into opportunities and help influence product roadmaps.

The ideal candidate is an organized, strong communicator and systems thinker who can align diverse partners, craft compelling stories, and drive clarity across teams. You thrive in fast-paced environments and bring both discipline and creativity to complex challenges. This role reports to the Director, Marketing.

This role is an exciting opportunity that sits at the intersection of growth, product innovation, and community building—with direct impact on over 600,000 shoppers. You'll own go-to-market for products that make it easier for shoppers to access flexible earning opportunities and deliver high quality customer experiences across our platform.

About the Job

• Champion the voice of the Shopper and wield brand thinking across campaigns, concepts, and the organization; ensure everything we do is true to our brand, our narrative, and represents the best interests of shoppers
• Collaborate with Product to build the roadmap, define priority features, and help with design by being the voice of the shopper based on shopper needs and market analysis.
• Gather both qualitative and quantitative data and formulate insights to articulate into strategic opportunities
• Lead go to market of key features to drive awareness, comprehension, and adoption by partnering with the internal marketing team and external partners to develop and execute all messaging, channel, and creative elements seamlessly.
• Bring strong, performant product storytelling to life throughout every step of the shopper journey, driving cohesion and consistency across the entire shopper experience.
• Partner across various cross-functional teams to unpack multifaceted problems and synthesize them into clear, actionable messaging that drives understanding and engagement with shoppers.

About You

Minimum Qualifications

• Bachelor's Degree required
• 5+ years of experience in marketing; 3+ years in product marketing specifically
• Significant experience working in tech product marketing, driving adoption for digital products and features.
• Strong storyteller with the ability to develop campaigns that set the right expectations, tell a clear narrative, and invoke empathy and emotion in messaging and approach
• Significant experience taking complex problems and simplifying them into clear and concise user-centric messaging.
• Data-driven marketer who uses insights and strategic thinking to build business cases that influence stakeholders
• Excellent written and verbal communication skills; ability to interact at senior levels of the organization
• Strong project management skills – ensure timelines are met according to product launches; flexibility to modify timelines and create workbacks; ability to manage and prioritize complex projects that vary in scope and scale and excel in a fast-paced and lean work environment
• You are resourceful, independent, and take a lot of initiative, while maintaining a continuously collaborative mindset.

Preferred Qualifications

• Previous experience bringing product marketing to life in the physical world
• Record of leveraging consumer insights and experience to develop campaigns; experience using data and metrics to back up assertions of business value
• Familiar with creator or worker side of a marketplace platform is a plus

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