Creative Lead, B2B Marketing

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.

Overview

About the Role - We’re excited to welcome a Creative Lead, B2B to Instacart’s award-winning in-house creative team. In this role, you’ll help shape how Instacart shows up as a brand to our business partners—crafting smart, strategic creative that drives revenue growth and fame. Reporting to the Executive Creative Director, you’ll lead the development of compelling, insight-driven work that elevates our partnerships and tells a powerful story about what Instacart makes possible. Your ideas will help unlock joint marketing opportunities, deepen industry relationships, and reinforce Instacart’s position as an essential partner across the grocery and consumer packaged goods landscape.Your creative work will touch millions, enhancing the way families engage with their food, and embodying our commitment to serving generously, solving creatively, and going far together.

The Creative Lead, B2B will spearhead a new era of creative excellence that matches the ambition of our B2B business. This position will partner closely with the Senior Director of Commercial Marketing and their team to …

The ideal candidate is a visionary, strategic creative with a proven mastery of B2B storytelling through narrative and design.

About the Team - You will be a critical part of the Creative Leadership team at Instacart, reporting directly to the Executive Creative Director. The Instacart Creative Studio is part of Instacart’s Marketing org that exists to make Instacart a measurably relevant, world-class brand that resonates with our customers, shoppers, and partners.

About the Job

• Team Leadership: Inspire and lead creative work across all B2B touchpoints, cultivating a culture of collaboration and high performance.
• Team Building: The ideal Creative Lead, B2B will have built and led B2B creative teams in previous roles as a critical component of this role will be to identify new opportunities for impact and strategize an operating model to maximize our success.
• Creative Strategy: Formulate and execute data-driven B2B creative strategies and overarching narratives that align with brand values and drive growth
• Creative Briefing: Oversee the B2B briefing process to ensure alignment with campaign objectives and brand messaging
• Creative Execution: Lead and develop creative across various channels, including B2B sales materials, IRL event production, paid media and B2B in-app placements, video, display, audio, and more.
• Performance Measurement: Partner with analytics teams to define KPIs and assess creative impact.
• Cross-Functional Collaboration: Work with Retailer & CPG-Comarketing, Product Marketing, and Growth Marketing teams to create cohesive B2B strategies and compelling consumer campaigns.
• Brand Consistency: Ensure brand integrity while adapting creative content for various channels and audiences.
• Innovation & Trends: Integrate cutting-edge platforms and storytelling techniques to enhance creative outputs. A deep understanding and curiosity for generative AI creative optimizations is a must.
• Business Thought Partner: Develop a deep understanding of our B2B offerings for retailer and CPGs to serve as a business thought partner in branding, naming, strategies, and go-to-markets.

About You

Minimum Qualifications

• Bachelor’s degree
• 10+ years of relevant experience
• 3+ years of creative leadership experience in B2B and B2C marketing, preferably with in-house and agency roles.
• Experience building out creative teams.
• Strong leadership skills with a proven track record of inspiring creative teams and delivering results-oriented content.
• Deep understanding of both online and offline marketing channels and their creative best practices.
• Analytical mindset with experience in data-informed creative strategy.
• Exceptional project management skills, adept at juggling multiple priorities in a dynamic environment.
• Superior communication skills focused on empathy, transparency, and audience adaptability.

Preferred Qualifications

• Proficient in harnessing AI tools for content generation, performance analysis, and workflow optimization.