Campaign
While LinkedIn was widely seen as a job-hunting platform, softening retention rates signaled a need to shift perception. This global campaign positioned LinkedIn as the go-to destination for professional knowledge, offering insights, industry news, and learning opportunities for both seasoned professionals and Gen Z entrants.

My Role
As Senior Global Marketing Lead, I spearheaded the campaign from strategy to execution. I set company-wide creative pre-testing benchmarks to assess and optimize creative quality, drove cross-functional collaboration across Market Research, Paid Media, and Comms, and delivered performance insights directly to the executive leadership team.

Results

3.94x ROI, generating $31M in revenue from an $8M investment

Record 18% unaided brand awareness for “Knowledge”

Growth in weekly active users and subscriptions

Awarded Gold at The Drum Awards for Advertising in the Professional Services category, the campaign was recognized for showing “how LinkedIn grew its brand by reminding people it’s more than just a job site.”