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.”
Campaign: On the heels of a number of high profile tech layoffs in 2023, creating widespread insecurity in the job market, we needed to strike the right balance of optimism and pragmatism, re-instilling confidence in the state of the working world and in working professionals’ ability to grow.
Contribution: As the Senior Global Marketing Lead at LinkedIn, I led the launch of a global creative platform, “Find Your In,” focused on unlocking opportunities for LinkedIn members to advance their careers. I also established global brand principles to ensure market consistency and unified efforts across international teams.
Results: Drove 2.68x ROI against an $11M investment driving $28M in revenue for the business, driving belonging +4.4-25.3pts across the US, Germany, and India. The campaign also won an award at the One Show.
Campaign: The Whitney Museum of American art is a non-profit modern and contemporary art museum located in the heart of Manhattan. It needed to be positioned as a must-see museum especially amongst competitors like the MET to drive sustainable visitation.
Contribution: As the Director of Marketing & Media Strategy, I led and oversaw marketing campaigns and cross collaboration across teams within comms, membership, retail, etc. for several openings of rotating art exhibitions such as Andy Warhol, Jasper Johns, Julie Mehretu, and the Biennial. Also, orchestrated the reopening of the museum during COVID.
Results: Developed in-house brand creative muscle within the museum without having to rely on external agency support. Introduced new media buys and creative approaches that were never explored before leveraging more visual, vibrant, and impactful assets. Drove consistent membership and visitation traffic within the museum amongst local New Yorkers, tourists, and art enthusiasts around the country making it a landmark destination as noted by TripAdvisor.
Campaign: Reposition GoDaddy's brand as a leader in domains for small businesses driving consistency and cohesiveness across 10 markets.
Contribution: As the global content and social media lead for this project, I worked within TBWA’s regional agencies to launch the campaign in the USA, Australia, Brazil, Canada, India, Hong Kong, Singapore, UK, Turkey, and Mexico.
Results: 30 million impressions, 1 million interactions, 5% engagement rate and a 16% increase in traffic to GoDaddy's website and blog.
