Campaign: LinkedIn is known as a job platform and with retention rates softening, this campaign aimed to change perception as it being a platform where professionals can come to gain knowledge, insights, industry news, and more.

Contribution: As the Senior Global Marketing Lead, I spearheaded this global campaign targeting seasoned professionals and Gen Z entrants. I established creative pre-testing benchmarks that are now leveraged company wide to assess creative quality, drove cross-functional collaboration (Market Research, Paid Media, Comms), and prepared performance summaries for the executive leadership team.

Results: Achieved a 3.94x ROI, generating $31M in revenue from an $8M investment. Unaided brand awareness for Knowledge reached a record 18%, driving more weekly active users and subscription growth.

Winning gold at The Drum Awards for Advertising in the Professional Services category this campaign showed “​how LinkedIn grew its brand by reminding people it’s more than just a job site.”