Senior Product Marketing Manager, Instacart+

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.