Sr. Field Marketing Manager - NORAM Higher Education

At Instructure, we believe in the power of people to grow and succeed throughout their lives. Our goal is to amplify that power by creating intuitive products that simplify learning and personal development, facilitate meaningful relationships, and inspire people to go further in their education and careers.
We do this by giving smart, creative, passionate people opportunities to create awesome. And that's where you come in:

Instructure is home to a family of products that serve learners and institutions at every stage — and Parchment is central to how we show up in the higher education market. As Sr. Field Marketing Manager, you own the field events program for Parchment in North America. You set the strategy, manage the investments, and drive execution across a full portfolio of trade shows, sponsored events, and owned experiences. You work closely with sales, SDRs, product marketing, and the broader marketing team to make sure every event moves the business forward. This role is remote, with significant travel across the US.

What you will do

• Own the North America field events strategy for Parchment's higher education segment, including trade show sponsorships, owned events, and webinars

• Evaluate and prioritize the events portfolio based on pipeline potential, audience fit, and business goals — and make the case for where we invest and where we don't

• Manage all vendor relationships end-to-end: booth designers, swag companies, venues, A/V, and other suppliers — negotiating contracts and holding partners accountable to timelines and quality

• Lead event planning from kickoff to close: project timelines, budget tracking, campaign setup, list uploads, on-site execution, and post-event reporting

• Develop event and campaign briefs that connect tactics to outcomes, not just logistics

• Define success metrics for each event before it happens and report on results after — pipeline influenced, meetings booked, leads generated

• Partner with sales, SDRs, and product marketing to align on goals, coordinate pre- and post-event follow-up, and drive outcomes beyond the event floor

• Manage all operational and administrative functions: pre-event planning meetings, stakeholder communication, materials ordering, and Salesforce campaign tracking

• Bring post-event retrospectives with real recommendations — not just recaps

• Represent the events program in planning conversations with marketing and sales leadership, and proactively flag risks, gaps, or opportunities

What you will need to know/have

• You think in outcomes, not activities. You know the difference between a busy event calendar and an effective one.

• You execute flawlessly. Contracts, budgets, vendors, booth builds, swag — nothing falls through the cracks.

• You make decisions. You don't wait for someone to tell you what to prioritize — you assess the options, make a call, and explain your reasoning.

• You influence without authority. You get things done through relationships, clear communication, and follow-through — not a title.

• You spot problems before they become fires. You manage risk proactively and bring solutions, not just status updates.

• You hold yourself accountable to pipeline. You know that events are a means to a business outcome, and you keep that in view at every stage.

• You communicate up, down, and across with equal clarity. Stakeholders always know where things stand.

What you will bring

• Five or more years of experience in field events marketing, preferably in B2B SaaS or the higher education sector

• Demonstrated ability to manage a complex events portfolio independently, from strategy through execution

• Experience managing budgets, vendor contracts, and external partners — booth designers, swag suppliers, venues, and more

• A track record of tying event investment to pipeline metrics and reporting outcomes to senior stakeholders

• Proficiency in Asana, Google Suite, and Salesforce

• Strong project management skills — you handle multiple events in different stages simultaneously without losing the thread

• Comfort with significant US travel for on-site event support

• Kindness, a sense of humor, and the kind of attention to detail that catches things before they go sideways

Get in on all the awesome at Instructure!

We offer competitive, meaningful benefits in every country where we operate. While they vary by location, here's a general idea of what you can expect:

• Competiti