Senior Web Marketing Manager II - Small Business

At LinkedIn, our approach to flexible work is centered on trust and optimized for culture, connection, clarity, and the evolving needs of our business. The work location of this role is hybrid, meaning it will be performed both from home and from a LinkedIn office on select days, as determined by the business needs of the team. 

This role will be based in San Francisco, Sunnyvale or New York City.  

With LinkedIn’s Web Marketing team, you’ll develop our LinkedIn Small Business Website to drive engagement with free insights/offerings and ultimately conversions/revenue across our fast-growing Small Business product suite (e.g., Premium All-in-One, Sales Navigator Core & Advanced plans, Hiring Pro, Ads, Premium Business, Premium Company Page). You’ll be an integral part of a thoughtful, smart, and hardworking Web Marketing team, and broader Global Performance Marketing & Operations (GPO) team — reporting to a Sunnyvale-based Web Marketing Senior Director.

You'll collaborate with Small Business Marketing horizontal team (i.e., the BU) and a core team of Small Business Web Marketing experts to evolve the Website into a User-First Insights Hub strategy that activates insights small businesses genuinely value — designed to: position LinkedIn as their trusted, growth-driving partner, ahead of top competitors; and drive adoption of free and paid LinkedIn offerings by meeting small businesses where they are in their journey.

This includes spotlighting LinkedIn’s trend reports, legacy resources, and new “how-to” guides to address what small businesses are searching for; and unlock incremental (net-new) acquisition conversions/revenue (i.e., net-new trial or paid-subscription activation). As our web marketer, you’ll oversee the implementation of our Small Business Web roadmap.

You’ll bring together a cross-functional team of analytics, content, organic (SEO) growth, program-management, testing/personalization, user-experience (UX) design, UX research, and web-production experts to deliver on the Web roadmap. The aim is to successfully pull prospective buyers from varied outbound/inbound channels to the Website to ultimately convert.

Our Small Business Website is one of our insights and product-acquisition websites catered to B2B generalists (e.g., business owners/leaders) and specialists (e.g., recruiters, marketers, sales specialists) at small businesses or startups. Small Business represents a high-growth area for LinkedIn, so you’ll play a critical role in accelerating our Small Business Web roadmap with net-new webpages and optimizations to catalyze LinkedIn conversions.

Responsibilities:

• Champion our Web team’s vision of Web as a “Web Experience” where our focus is to deliver an exceptional UX to all visitors across our B2B Web ecosystem, and help our users successfully find value and convert
• Accelerate our Web roadmap, building net-new Core-conversion and SEO-traffic webpages alongside our Web agencies and in-house Small Business Web experts
• Advocate for the prospective buyer (i.e., their needs/painpoints as the “voice of the customer”), the BU/products, and Web best practices as the Website’s day-to-day lead
• Partner with an embedded Small Business UX Designer to build a new web experience that meets the needs of our audience and connects with our broader ecosystem
• Plan/monitor Web testing (e.g., A/B) and personalizations (e.g., tailoring call-to-action buttons for certain users) alongside our Small Business Testing/Optimization expert
• Partner with our Organic (SEO) Growth experts and SEO/copywriting agencies to conduct Keyword Mapping and execute tactics to elevate Website organic/SEO traffic
• Identify critical user-experience/research opportunities; Partner with our Web UX Research expert, who will evaluate/drive select studies in the ideal research method 
• Monitor and analyze Web performance (e.g., traffic sources, Hub’s Web Engagement Score, conversions, revenue/bookings) using our Tableau dashboards, Adobe Analytics, etc. both independently and in collaboration with our Web Analytics experts
• Synthesize Web performance via written reports and presentations for BU Growth Marketing, Demand Generation, Product Marketing Management (PMM), Brand and Web colleagues at junior through executive levels 
• Identify opportunities and adjustments to the Small Business Web roadmap (e.g., launch net-new webpages, test design and/or copy enhancements, test new personalizations)
• Partner with Performance Marketing’s advertising and email experts to propel outbound traffic to our research-backed Core pages to maximize conversions
• Collaborate with our other Web Product Owners to ensure our Small Business Website strategy complements our other BU Websites focused on advertising, hiring, learning, and selling specialty products tailored for buyers at small- to enterprise-sized companies

 

Basic Qualifications:  

• Bachelor’s degree or equivalent experience in marketing, communications, English, or a related area 
• 8+ years of digital marketing or marketing-communications experience

Preferred Qualifications:  

• Flexibility to join periodic, pre-planned calls at 8-9 a.m. PT or 4-6 p.m. CT to accommodate select BU, Web, and agency partners based in India, Ireland and/or the U.S. West Coast 
• Experience delivering external, customer-facing digital content, thought leadership hubs and/or web designs (e.g., webpage, reports) — with comfort writing/editing, making UX/design recommendations, etc. with limited support when needed
• Experience working with a Small Business company or audience (e.g., consultancy, family business, company or startup with 1-50 employees)
• Be detail-oriented, self-starter with strong time-management and problem-solving skills, and the ability to operate in ambiguity
• Professional experience working at an Enterprise-sized company (i.e., has 1,000+ employees), or with an Enterprise client 
• Comfort leading a cross-functional team via influence strategies; Ability to operate in a “product manager/owner-like” capacity leading a team of peers (vs. direct reports)
• Comfort making and communicating data-backed decisions with empathy, a customer-centric lens, and minimal supervision — thoughtfully distilling data/research, engaging the relevant experts, capturing input from key stakeholders, and considering the prospective buyer’s needs/painpoints
• Have a data-first, always-learning mindset with excitement to develop your marketing knowledge alongside our technical Web experts, and learn new tools (e.g., Adobe Analytics, analyzing Tableau dashboards)
• Direct or indirect experience working with a technical product/service or industry
• Ability to work in a fast-paced, agile working environment on a diverse, cross-functional, and collaborative, global team; Ability to effectively communicate with technical and non-technical colleagues at varied ranks
• Business acumen with the ability to understand and balance multiple business, channel, and user priorities with empathy
• Ability to be in-person at our LinkedIn Chicago, NYC, San Francisco, or Sunnyvale (Calif.) office ~2 days/week (typically Wednesdays and another day[s] of your choice) if Hybrid to interact with your Web and/or BU marketing teammates

Suggested Skills: 

• Marketing to Small Businesses
• Web Marketing
• Cross-Functional Collaboration
• Digital Marketing
• Acquisition or Growth Marketing 

The pay range for this role is $149,000 to $233,000. Actual compensation packages are based on several factors that are unique to each candidate, including but not limited to skill set, depth of experience, certifications, and specific work location. This may be different in other locations due to differences in the cost of labor. 
 
The total compensation package for this position may also include annual performance bonus, stock, benefits and/or other applicable incentive compensation plans. For more information, visit https://careers.linkedin.com/benefits. 

 

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