Senior Manager Web Analytics

Company Description

LinkedIn is the world’s largest professional network, built to create economic opportunity for every member of the global workforce. Our products help people make powerful connections, discover exciting opportunities, build necessary skills, and gain valuable insights every day. We’re also committed to providing transformational opportunities for our own employees by investing in their growth. We aspire to create a culture that’s built on trust, care, inclusion, and fun – where everyone can succeed.

Join us to transform the way the world works.

Job Description

This role will be based in San Francisco, Sunnyvale, Mountain View, New York, DC, Atlanta, Seattle, Chicago, or Omaha.

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. 

 
Understanding, identifying, and measuring business performance and growth drivers is an extremely important part of the decision-making process throughout LinkedIn. The Measurement, Insights, Data, and Analytics team provides insights, analysis, and reporting to improve and scale marketing performance at LinkedIn. We use data and analysis to inform campaign strategy and operations for the LinkedIn marketing team across all channels, including email, digital, and web marketing, as well as across multiple types of marketing, including acquisition, customer, and brand/consumer marketing. As a Senior Web Analytics Manager on our team, you will support the LinkedIn Web Marketing team in optimizing our web platform across all of LinkedIn’s business lines.  You will own the relationship with your marketing partners, data science, and stakeholders, seeking to scale meaningful insights for a sizable team.

Responsibilities

• Build strategic-minded reports and dashboards in Adobe Analytics to identify and analyze visitor (member and customer) behavior on LinkedIn’s web properties.
• Create and manage scalable reporting and dashboards that monitor marketing key performance indicators (KPIs), highlight areas of improvement, and influence web strategy.
• Define and develop new web-specific KPIs and page tagging structure to assess the health of LinkedIn’s website, in partnership with the Web Marketing team.
• Lead projects related to Digital Web Marketing, driving insights and analysis of web performance, and effectively communicate findings at all levels (within the team, to cross-functional partners, to leadership/executives)
• Build strong relationships with global marketers and cross-functional partners to provide strategic advice on LinkedIn’s marketing performance and operational efficiency.
• Solve challenging business problems creatively, efficiently, and independently, especially when faced with time and operational constraints or ambiguity.
• Identify and partner with our Data Science and Marketing Tech teams on data automation and pipeline needs for advanced web measurement.
• Work with and manipulate large, complex data sets for analysis and report creation.
• Connect traffic to business goals: Partner with Demand Gen Operations and Data Science to define models that establish a relationship between web traffic and business conversions (self-serve and field) to support the development of targets.
• Drive insights around customer behavior, leveraging LinkedIn’s unique 1st party attribute data and map out web customer journeys to surface dimensional trends and insights. 

Qualifications

Basic Qualifications

• BA/BS degree in mathematics, engineering, or statistics or equivalent work experience
• 3+ years of experience with Adobe Analytics and Web analytics principles 
• 5+ years of experience analyzing data sets using SQL and/or Hive
• 5+ years of experience in marketing analytics, business analytics, or a similar role, preferably within a technology or digital marketing environment

Preferred Qualifications

• Expertise in a data visualization tool, particularly Tableau
• Experience and comfort with using and analyzing large datasets
• Proven ability to prioritize, project-manage, problem solve, and drive progress forward under pressured timelines
• Experience in communicating and collaborating with cross-functional teams (e.g., Marketing, Data Science, MarTech, and Engineering) at various levels (e.g., peers to senior leadership)
• Good understanding of marketing attribution to examine marketing influence in site traffic performance
• Experience in leading impactful data-related or analytics projects and visually presenting and communicating findings with minimal supervision