Senior Web Marketing Manager II - Small Business

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

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 ou