Content Marketing Manager

S&M – Marketing /
Full-time /
Instructure was founded to define, develop, and deploy superior, easy-to-use software. (And that’s what we did/do/will keep on doing.) We are dedicated to the fight against iffy, mothbally, shoddy software. We make better, more usable tools for teaching and learning (you know, stuff people will actually use). A better connected and more open edtech ecosystem. And more effective ways for everyone everywhere to access education, make discoveries, share knowledge, be inspired, and do big things. We accomplish all this by giving smart, creative, passionate people opportunities to create awesome. So here’s your opportunity.

The Content Marketing Manager for APAC is responsible for planning and developing content that creates new sales pipeline, generates customer advocacy and increases sales velocity. You will align with stakeholders across the business to build a content plan, execute against this plan and report results. You will prioritise content needs by country, segment and stage of buyer journey to maximise return on investment. You will need to develop content across a range of formats, including but not limited to blog content, e-books and video content. You will manage external agencies and internal resources (both locally and from other regions-including HQ in Salt Lake City) to execute your strategy. To be successful in this role you must forge partnerships with multiple disciplines including Sales, Revenue Operations, Demand Generation, Sales Development, Field Marketing and Product Marketing.

What you will be doing

    • Develop and execute a comprehensive content marketing strategy tailored to the APAC market and map content to the buyer journey to maximise demand generation across multiple segments and geographies
    • Collaborate with global marketing teams to align content initiatives with overall business objectives and localise/translate global content for priority markets in APAC
    • Create a two-way framework for leverage with teams across EMEA and NORAM
    • End-to-end management of content campaigns including, campaign creation, creative, email, content management systems and reporting
    • Produce high-quality, engaging, and informative content for various channels, including blog posts, whitepapers, e-books, webinars, videos, case studies, and social media
    • Collaborate closely with cross-functional teams, including product marketing, sales, customer success and design, to ensure content aligns with brand messaging and objectives
    • Manage content and creative agencies to deliver quality campaigns on time and to budget
    • Manage the content calendar for APAC and work with stakeholders across the region to develop a regular cadence of articles, e-books and events
    • Optimise content for search engines (SEO) to improve organic search visibility
    • Improve content effectiveness through A/B testing, audience analysis, and optimisation based on data and analytics

What you will need to have experience in:

    • Proficiency in SEO best practices
    • Campaign engagement (View through, open rates, click-through rates)
    • Demand funnel KPIs (volume, conversion, velocity, value)
    • Sourced and Influenced Pipeline
    • Sourced and Influenced Bookings
    • Cost per inquiry, cost per lead, etc.

    • Education/Experience:
    • 3+ years of b-to-b content marketing experience, preferably in SaaS tech space in a medium to large company
    • Bachelor degree qualified in a relevant field
    • Demonstrated experience mapping content to the b-to-b buyer journey
    • Knowledge of marketing technologies including: Marketing automation (Marketo preferred), Sales force automation (SFDC preferred), Web content management, Web analytics, Business intelligence is preferred
    • Excellent communicator with proven ability to clearly convey complex ideas and data in written, presentation and spoken formats to a variety of audiences
    • Team player with cross-functional project leadership skills; willingness and ability to set strategies and do the execution as needed
    • Highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organisational requirements
    • Experience in a regional marketing role is preferred
    • Proficiency in SEO best practices is preferred

    • Skills/Behaviours:
    • Detail-oriented, holistic thinker
    • Can balance competing priorities
    • Planning/project management—highly organised; Ability to juggle multiple projects in a dynamic, high-paced environment
    • Leadership and initiative to drive business objectives—self-starter
    • Agency management, cross-matrix resource management
    • Ability to understand decision impact on other areas of the business
    • Strong oral/written communications skills
    • Strong consultative marketing approach in order to effectively engage with sales
    • Ability to direct content requirements that drive demand and pipe acceleration
    • Highly collaborative
We’ve always believed in hiring the most awesome people and treating them right. We know that the more diverse we are, the more diverse our ideas will be and when we openly welcome those ideas, our environment is better and our business is stronger.