Sr. Demand Generation Manager, Global Impact 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

At LinkedIn, we trust each other to do our best work where it works best for us and our teams. This role offers both hybrid and remote work options. This means you can work from home and commute to a LinkedIn office, depending on what's best for you and when it is important for your team to be together, or you can work remotely from most locations within the country listed for this role.

The Global Impact Marketing team at LinkedIn leads marketing initiatives for multiple impact-focused teams across the business, including Social Impact, LinkedIn for Nonprofits, Economic Graph, Equity and Sustainability. Our team is focused on growing and engaging the nonprofit community, supporting professionals facing barriers, and driving impactful conversations on the LinkedIn platform.

We are seeking a Senior Demand Generation Manager, Global Impact Marketing to join our Global Impact Marketing team. In this role, you will take on the responsibility of designing, driving, and executing strategies to achieve our engagement, growth, and revenue goals for our LinkedIn for Nonprofits discounted business in North America, which accounts for approximately $XXX million in revenue. This primarily involves focusing on our Talent Solutions business, online products, and our future offering for our Fundraising Solutions. Furthermore, you will play a vital role in supporting our team by increasing engagement and driving demand for some of our most significant non-revenue global projects, such as our educational portal Resource Hub and Giving Tuesday activations in partnership with our content marketing team. 

In this capacity, you will work in close partnership with our Head of Nonprofit Sales and cross-functional teams supporting demand generation solution owners to facilitate lead generation through paid media (both on and off-platform), SEM, and content syndication. This will involve leveraging a portfolio of agencies and vendors. Your responsibilities will also encompass enhancing campaign engagement while ensuring compliance with GDPR requirements for certain channels and obtaining marketing consent. If you possess expertise in funnel analytics and are well-versed in acronyms like CPL, MQL, and conversion rates, you are well-suited for this role. You are equally passionate about the science and art of marketing and events and are excited about the prospect of creating, implementing, and measuring new systems, processes, and campaigns.

Responsibilities

• Develop and execute demand generation plans aligned with LinkedIn for Nonprofits' quarterly goals, including oversight of marketing systems for lead generation, distribution, and reporting. Collaborate with sales leaders to shape a nurture program roadmap for specific business outcomes.
• Continuously measure, track, and analyze campaign and event performance, providing insights and recommendations. Cultivate an in-depth understanding of nonprofit customers, products, and the buyer's journey.
• Collaborate closely with the Events Marketing Manager and oversee their work as they report to you, executing events and roundtables that generate warm leads and foster connections with prospects. Drive demand for the company's largest event, the annual Impact Summit.
• Manage and grow the marketing database, implementing data segmentation strategies for personalized messaging and improved targeting accuracy.
• Lead nurture strategy development, encompassing audience segmentation, buyer journey mapping, marketing/sales program management, and performance reporting.
• Coordinate, empower, and direct multiple stakeholders, ensuring alignment with specific goals to drive demand generation for our nonprofit business. Manage the vendor relationship for our online business.
• Analyze campaign outcomes in detail, presenting insights and results clearly to optimize targeting and marketing mix. Define meaningful and measurable KPIs, taking ownership of quarterly demand generation goals and ensuring exceptional ROI.
• Collaborate closely with demand generation professionals across LinkedIn's business lines and product marketing specialists to ensure accurate messaging, timing, and execution of marketing campaigns.
• Work alongside the Content Marketing Manager to guide the marketing program portfolio, sp