Director, Brand Marketing

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, or New York.

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. 

We’re looking for a strategic, creative, and entrepreneurial marketing leader to define how LinkedIn shows up for small businesses. As the first hire in this new function, you’ll build the brand foundation, launch integrated campaigns, and help shape a high-impact, multi-product narrative for one of LinkedIn’s fastest-growing customer segments.

This role is perfect for someone who thrives in building from the ground up, works well across teams, and is passionate about helping small businesses grow and succeed. This role reports to the VP of Small Business Marketing. 

Small businesses are the backbone of the global economy and one of LinkedIn’s fastest-growing customer segments. The Small Business Marketing team shapes how LinkedIn shows up for small business owners, helping them find customers, hire talent, and grow with confidence. We are a highly collaborative team and work closely with partners across marketing, product, sales, finance, and operations to accelerate growth.

Key Responsibilities

• Build and grow the “LinkedIn for Small Business” brand, driving key metrics like unaided brand awareness (UBA), perception shift, and ROI across our lines of business (Premium, LinkedIn Marketing Solutions, LinkedIn Talent Solutions, LinkedIn Sales Solutions).
• Lead the development of full funnel brand awareness campaigns including managing agency partners and aligning efforts across marketing teams (product marketing, media, measurement, and central brand teams).
• Develop a differentiated small business brand framework including messaging architecture, visual identity, and product storytelling guidelines.
• Oversee the revamp of the LinkedIn for Small Business web experience in partnership with product marketing, brand, and web teams.
• Launch thought leadership programs in collaboration with Communications to reinforce LinkedIn’s position as a trusted voice and partner to small businesses.
• Explore and test new growth opportunities such as content marketing, events, brand partnerships, influencer marketing, and community-led efforts.
• Define and track brand health and campaign performance by partnering with analytics and insights teams to build relevant dashboards.
• Represent the voice of the small business customer across lines of business, ensuring the customer experience is rooted in users insights and real-world customer needs.
• Manage marketing investment strategy across programs, ensuring resource efficiency and business impact.
• Partner with global/regional teams to adapt and localize strategies for priority markets.

Qualifications

Basic Qualifications

• 10+ years in marketing with experience in brand strategy, campaign development, and small business audience programs
• BS/BA or equivalent experience  

Preferred Qualifications

• Ability to launch and scale a new brand or sub-brand, ideally within a matrixed global organization
• Demonstrated success leading cross-functional initiatives and managing agency/vendor partnerships
• Proven ability to translate insights into strategy and strategy into action
• Strong editorial instincts and creative judgment across messaging and design
• Data-savvy with a track record of measuring brand impact, engagement, and ROI
• Experience in managing marketing investments and prioritizing for impact

Suggested Skills

• Strategic thinking
• Executive influence
• Brand 
• Cross-functional management

LinkedIn is committed to fair and equitable compensation practices.    

The pay range for this role is $179,000-$280,000. Actual compensation packages are based on several factors that are unique to each candidate, including but not limited to skill se