Responsibilities

• Own the Instacart+ differentiated positioning that sets it apart from competing membership and subscription offerings.
• Members have a reason to stay: you've identified the moments where member value is highest and built messaging and lifecycle programs that bring those moments to life across email, push, in-app, and paid.
• Acquisition is measurably stronger: you've partnered with growth and performance marketing teams to develop and test messaging frameworks that convert trial users and lapsed members into committed subscribers.
• The product roadmap reflects member insights: you've become the internal voice of the Instacart+ member, bringing qualitative and quantitative research into roadmap conversations that shape what gets built next.
• New Instacart+ features launch with best-in-class GTM plans: you own the brief, the messaging, and the channel strategy from kickoff through post-launch performance review.
• Senior stakeholders and XFN partners trust you as the category expert: you've developed a compelling POV on the subscription and loyalty landscape and use it to sharpen the Instacart+ strategy.

Requirements

• 8+ years of progressive experience in marketing, with at least 4+ years in product marketing; experience at a consumer tech company is strongly preferred.
• Demonstrated track record owning GTM strategy for a subscription, membership, or loyalty program, from positioning through lifecycle, with measurable results.
• Deep fluency in subscription/loyalty marketing mechanics: you understand member acquisition, onboarding, engagement, and churn, and know how to use marketing to move each lever.
• A sharp strategic mind that can synthesize consumer research, behavioral data, and competitive signals into positioning and messaging that cuts through
• Proven ability to influence product roadmaps. You've brought the voice of the customer into planning cycles and shaped what gets built, not just how it gets marketed.
• Strong written and verbal communication skills; comfortable presenting and defending strategy to VP and C-suite stakeholders.
• Experience partnering closely with growth, lifecycle/CRM, creative, and data science teams to develop and execute multi-channel campaigns
• Proficient in using data and A/B testing to develop and iterate on messaging; as comfortable in a metrics dashboard as in a creative brief
• Bachelor's degree or equivalent practical experience

Preferred

• Experience marketing a subscription or loyalty program in a marketplace or two-sided platform context (e.g., retail, food delivery, grocery)
• Background working on programs with tiered benefits, earn/burn mechanics, or partner integrations
• Experience running or partnering on member research, including surveys, focus groups, UXR to surface insights that directly inform strategy
• Prior experience managing or mentoring PMMs or junior marketers
• Familiarity with the grocery or CPG retail marketing landscape