Product Marketing Manager, Reels & Camera (Instagram)

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Product Marketing Manager, Reels & Camera (Instagram)
Creators are an essential part of Instagram’s community. They use our products to create, innovate, and express themselves -- inspiring their communities and one another. We strive to make Instagram the best place for creators to collaborate, interact, and feel closer to their community. Our aim is to help creators turn their passion into a living by helping them grow their audience, engage their fanbase, and build a sustainable business on Instagram. Instagram is looking for a passionate & seasoned Product Marketing Manager to make Instagram a destination for entertainment, supporting Instagram Reels growth as well as deepening relationships between creators and their fans. The successful candidate is both data-driven and has the ability to synthesize market trends in media and related business models, and can effectively work with colleagues across the company to drive results. You’ll be responsible for advising product teams on creator needs, shaping the multiyear product strategy, identifying gaps in our product suite, ideating net new experiences to refine our product vision, and supporting go-to-market plans for creator-facing launches. The ideal candidate will be passionate about Creators, Reels, and Entertainment. They will have experience building strategic plans from the ground up, managing GTMs end-to-end, and a strong, multi-disciplinary background in business strategy, marketing, and analytical skills. We’re looking for strong problem solvers who also have experience building organizations. Excellent analytical and communication skills are a must. At Instagram, we are focused on building a diverse and inclusive workplace. Our Product Marketing team is focused on amplifying diverse perspectives across our creator community, so we welcome you, your personal experience and different perspectives.
Product Marketing Manager, Reels & Camera (Instagram) Responsibilities
  • Drive multi-year creator investment and product strategy by bridging short-term execution (what do we build now) and long-term vision (where do we have opportunities to unlock value in the future)
  • Identify opportunities to better serve creators and be “the representation of the market” to Product & Engineering teams by conducting industry research and audience segmentations, including deep quantitative, qualitative and competitive analyses
  • Drive other key initiatives around analyzing product performance, synthesizing customer feedback, advocating for product improvements, managing alpha/beta testing, and development product segmentation and positioning
  • Partner across the Family of Apps to support cross-product efforts around Meta’s investment in Reels and short form video
  • Understand and evangelize for the needs of creators on Instagram, actively identifying gaps and opportunities to better serve the audience
  • Envision and execute go-to-market plans for Reels & Camera team - collaborating across engineering, product management, partnerships, operations, partner marketing and communications to test, announce, launch, & scale products
Minimum Qualifications
  • 6+ years of experience including business strategy, product marketing, or marketing
  • Experience driving complex, cross-product workstreams
  • Experience launching and driving adoption for new products and services, owning and achieving KPIs
  • Understanding of the marketing funnel and know how to optimize it at each stage
  • Communication experience conveying ideas to end users and engineering teams alike
  • Experience developing marketing strategies using both quantitative and qualitative insights
  • BA/BS degree or equivalent work experience
Preferred Qualifications
  • Experience working with content creators
  • Experience across advertising or entertainment industries
  • Experience working with short form video and/or music
  • Experience working with or in support of diverse communities
About Meta
Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.
Meta is committed to providing reasonable support (called accommodations) in our recruiting processes for candidates with disabilities, long term conditions, mental health conditions or sincerely held religious beliefs, or who are neurodivergent or require pregnancy-related support. If you need support, please reach out to
(Colorado only*) Estimated salary of $157,000/year + bonus + equity + benefits
*Note: Disclosure as required by sb19-085(8-5-20)
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