Opportunities at Craft portfolio companies


Director of Product Marketing



Marketing & Communications, Product
New York, NY, USA
Posted on Saturday, May 11, 2024

At Instawork, we’re driven by our vision to create economic opportunity for local businesses and skilled hourly professionals in communities around the world. With a growing number of hub cities across the world in the U.S., Canada, India, and beyond, we’re looking for top talent to help rapidly scale our high-tech and high-touch labor marketplace. Our accomplished and dedicated team is passionate about our mission and committed to crafting revolutionary products, all with the backing of our world-class investors, including Benchmark, Spark Capital, Craft Ventures, Greylock Capital, Y Combinator, and more!

As the Director of Product Marketing, you will drive the GTM strategy for Instawork’s business (Partner) and job seeker (Professional) audiences through acquisition, cross-selling, retention, and re-activation. You will become the expert on key user personas, their needs, and preferences and use these insights to influence the Product roadmap, refine our messaging, and find high-performing channels/tactics to drive growth. You will manage a growing team of Product and Lifecycle Marketers to execute our strategy, and partner with leads across Products, Sales, and Partnerships.

What You’ll Do

  • Lead product marketing across multiple customer segments, becoming the company expert on our business and job seeker segments
  • Form an informed perspective on who we should target and how we can win. Develop and execute GTM campaigns to achieve ambitious growth goals.
  • Partner with and influence Product, Business Operations, and Sales leads on opportunities to prioritize. Mentor your team on how to execute against these opportunities thoughtfully
  • Clearly articulate our ICP in key segments, their attributes, “jobs to be done”, needs, and priorities
  • Engage our users so they continue using Instawork and become vocal advocates for our products to other prospective users.

Who You Are

  • 10+ years in product marketing, lifecycle marketing, marketing strategy, or consulting.
  • Demonstrated success being the first (or second) product marketer on a team, ideally within a startup environment.
  • Track record of initiating, planning, and executing marketing campaigns that drive meaningful impact.
  • Analytical chops, able to draw insightful conclusions from using business analytic tools and primary research.
  • Intellectually curious, empathetic, and driven to solve hard problems
  • Ability to inspire a team and thrive in a fast-paced startup environment. Comfortable making decisions amidst ambiguity, a strong bias for action.
  • Adept at and enjoy partnering cross-functionally across teams. Bonus if you've managed teams before or mentored junior teammates.
  • Passionate about our mission to empower underserved hourly professionals and pioneer the future of work

For CA or NY-based applicants:

  • The base salary range for this position is $190,000 - $225,000
  • This position is eligible for equity in the form of stock options
  • This position is eligible for Instawork benefits, including:
    • A variety of medical, dental, and vision plans with coverage beginning on the date of hire
    • Flexible paid time off
    • At least 8 paid company holidays annually
    • Home office stipend
    • Phone stipend
    • Commuter stipend
    • Supplemental pay on qualified leaves
    • Employee health savings accounts (HSA) contribution
    • Flexible spending plans
    • 401K plan
    • Perkspot - discount program through Lumity

A variety of factors are considered when determining someone’s compensation including a candidate’s professional background, experience, and location. Final offer amounts may vary from the amounts listed above.

Instawork Values

  • Bias for Action -- We are a growing team and an evolving product. We want a team of do’ers to drive the company forward, even if it means making decisions with incomplete information or being wrong.
  • Act Like an Owner -- Treat this company as though it is your own. Execute on the fundamentals, and act creatively to drive growth. Your ability to drive impact in any part of our company is only limited by your courage and conviction, not your job title.
  • Always Be Learning -- We are changing an entire industry. We strive to learn from each other and get better each day, week, and month, so that our team’s learnings can compound and we can all improve, together.
  • Empathy, Trust, Candor -- Empathy for our business partners and professionals means we put ourselves in their shoes. Empathy for our colleagues means we are always upfront and honest with each other, which comes from trust.


About Instawork

Founded in 2016, Instawork is the leading flexible work app for local, hourly professionals. Its digital marketplace connects thousands of businesses and more than five million workers, filling a critical role in local economies. Instawork has been featured on CBS News, the Wall Street Journal, The Washington Post, Associated Press, and more. In 2022, Instawork was ranked among the country’s top 10% of fastest-growing companies by Inc. 5000 and was included in the Forbes Next Billion Dollar Startup list. Instawork was also named the 2022 ACE Award recipient for “Best Innovation” and one of the “Best Business Apps” by Business Insider. Instawork helps businesses in the food & beverage, hospitality, and warehouse/logistics industries fill temporary and permanent job opportunities in more than 25 markets across the U.S. and Canada.

For more information visit www.instawork.com

We value diversity on our team and firmly believe Instawork is stronger when we hire people who make their own unique contributions to our culture. We welcome all applicants and encourage candidates from underrepresented backgrounds to apply.

To learn more about our company values, please visit: https://info.instawork.com/about

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