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.

CONTRIBUTION
As Senior Global Brand 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
The campaign drove year-over-year growth in weekly active users and contributed to overall revenue growth at a strong ROI, while lifting brand love and trust. It was awarded Gold at The Drum Awards for Advertising in the Professional Services category, recognized for showing how LinkedIn grew its brand by reminding people it's more than just a job site.