Senior Manager - Marketing Measurement Strategy and Testing

Description

This role is posted in multiple countries, including the US. If you apply, your application and personal information will be retained in accordance with our legal retention obligations (for example, we are legally required under US law to retain hiring records for each position posted in the US for at least two years from the date of the hiring decision), which may impact our ability to honor application deletion or personal data deletion requests.

This role can be based in Toronto, or across approved U.S. locations outside of the New York City and San Francisco Bay Area.

At LinkedIn, our approach to flexible work is centered on trust and optimized for culture, connection, clarity, and the evolving needs of our business. This role may be remote or hybrid. At LinkedIn, hybrid roles are performed both from home and from a LinkedIn office on select days, as determined by the business needs of the team. Remote roles are performed from the designated home work location upon time of hire, and any changes to this home work location requires a review of remote status and approval.

This role will report within the Marketing Measurement team that oversees measurement frameworks, strategy, and testing across all LinkedIn business units. The team ensures the latest in measurement methodologies are applied to unlock marketing growth and deliver against our business goals

The main portfolio for this role will focus on developing our Attribution programs for performance management in our Field and Enterprise B2B business space. We expect the candidate to have a solid understanding of attribution frameworks around multi-touch attribution, customer churn, LLM-based attribution models, and their utility for performance management, goal setting, and campaign optimization for business adoption.

The Sr Manager, Measurement Strategy will build strong cross-functional relationships across Data Science, Demand Gen Ops, Marketing performance, and FP&A to build our models that reflect the needs of the business and the value it will bring.

Responsibilities

• Become the program manager and ‘go-to’ for our in-house attribution model, leading its adoption and roadmap to scale across LinkedIn globally
• Driving organizational adoption, alignment and change management for attribution methodologies.
• Present measurement outcomes and investment recommendations to key decision makers
• Manage and own a multi-year implementation roadmap for attribution capabilities incorporating different goals, requirements, and timelines.
• Managing cross-functional dependencies, prioritization, and execution across teams.
• Establishing governance, operating rhythms, success metrics, and executive updates.
• Driving accountability for milestone delivery and adoption outcomes.
• Identify B2B customer lifecycle stages and partner with Data Science teams to design models that help identify marketing effectiveness against each stage
• Collaborate with DGOps, Data Science, Measurement Testing and Marketing teams to build a unified roadmap and key deliverable milestones
• Bring subject matter expertise to evolve existing methodology and enhance our model capabilities, with support from MMM and Testing programs
• Build investment cases and own the ROI of the program and communicate the ROI lift achieved through adoption of Model in operations
• Support team’s efforts in building sandbox plans that rely on MA and MMM to replace Last-Click attribution
• Work with our channel teams on investment use cases and optimizations in flight (Cross BU)
• Build a growth plan to expand Modeled Attribution capabilities
• Support our media execution teams to drive the adoption, get feedback and improve our model scope
• Work closely with marketing teams to optimize channel effectiveness and optimize marketing spend with our measurement models
• Work with testing team or build proposals on validating performance results
• Oversee the team’s efforts in tying MMM incrementality signals in MA
• Scope out needs of DGOps and FP&A on key requirements for planning, connecting with MMM lead on how planning will work top down
• Bringing innovation and ideation to keep LinkedIn Measurement models best-in-class across the industry

Requirements

• Basic Qualifications:
• 8+ years of marketing experience in GTM, Ops, or Analytics
• 5+ years of experience in a data analytics role
• BA or BS degree or equivalent experience
• Preferred Experience
• 4+ years in working on adoption of measurement programs (MMM, Multi-Touch Attribution) in a large-scale cross-functional environment
• Demonstrated ability to influence key stakeholders and drive organizational adoption of analytics products and measurement frameworks.
• Experience driving execution of roadmaps across technical and business teams.
• Strong change management and communication skills with a track record of driving measurable business adoption.
• Proficiency in data analysis, modeling, and visualization to solve complex business problems, with knowledge of B2B attribution modeling and ROI analysis
• Experience working on attribution and measurement models for B2B businesses
• Understanding of business needs including both operations and planning
• Strong analytical and quantitative skills, with proficiency in data analysis tools and programming languages
• Demonstrated success in driving business impact through the implementation of measurement strategies
• Strong communication skills with an ability to tailor messages for both business and technical audiences.
• Self-starter with strong project management skills - ability to focus on tactical execution to get the job done
• Enquiring mind with the ability to recognize inefficiencies and challenge the status quo
• Suggested Skills
• Proficient in Measurement Visualization & Reporting Platforms
• Understanding of CRM and Revenue Systems
• Data Warehousing & Analytics Tools
• SQL and Data Exploration
• Experimentation Frameworks
• LinkedIn is committed to fair and equitable compensation practices.
• The pay range for this role is $141,000 to $231,000. Actual compensation packages are based on several factors that are unique to each candidate, including but not limited to skill set, depth of experience, certifications, and specific work location. This may be different in other locations due to differences in the cost of labor.
• The total compensation package for this position may also include annual performance bonus, stock, benefits and/or other applicable incentive compensation plans. For more information, visit https://careers.linkedin.com/benefits.
• Additional Information

Conditions

As a federal contractor, LinkedIn follows the Pay Transparency and non-discrimination provisions described at this link: https://lnkd.in/paytransparency.

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.