We'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+ is Instacart's membership program, the connective tissue between the brand and its most loyal, high-value customers. With benefits like $0 delivery fees, partner perks, and exclusive savings, Instacart+ is the foundation of our long-term customer relationship strategy. Members shop more, spend more, and stay longer, and this role is responsible for making sure more customers become Instacart+ members and realize the benefits of doing so.
We're looking for a Senior Product Marketing Manager to own the full go-to-market strategy for Instacart+. You'll shape how we position, message, and grow the membership program from acquisition campaigns that convert first-timers to lifecycle strategies that deepen engagement with existing members. This is a high-ownership, high-visibility role at the intersection of product, brand, and growth.
The ideal candidate has deep roots in subscription or loyalty marketing, having grown a membership program, driven retention through value communication, and knows how to make the math of membership feel like a no-brainer to a consumer. You bring both the analytical rigor to understand what's working and the storytelling instinct to make it resonate. This role reports to the Director, Consumer Product Marketing.
What you'll cook up in your first year
- 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.
The secret ingredients we're looking for
Must-have pantry staples
Minimum Qualifications
- 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
Optional garnishes
Preferred Qualifications
- 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
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