At LinkedIn, we believe learning and economic opportunity are intertwined. We champion online learning as a way to build skills, achieve goals, and transform careers. Combining Lynda.com's 20+ years of high-quality, skills-based courses with unique LinkedIn insights from over 550 million professionals, we help people identify and learn the skills they need to succeed. Through individual, corporate, academic and government solutions, members have access to our digital library of over 12,000 expert-led courses in five languages. Together with more than 10,000 organizations and over 4 million professionals, we are helping to create economic opportunity for the global workforce.
RESPONSIBILITIES:
LinkedIn + Lynda is a powerful combination, and at the highest level, this role will thoughtfully and programmatically help us spread the word among HR Generalists. Specifically, you will:
Develop a deep understanding of our product, the HR Generalist audience and their buyer's journey
Combine analytical thinking with storytelling to identify and engage the right leads, rather than simply flooding the top of the funnel.
Execute cross-channel promotion plan for our HR Generalist audience (email, multiple digital channels, off-net advertising, etc.)
Partner with our Marketing Operations team to run marketing campaigns through our systems (e.g. Eloqua and Salesforce), and subsequently measure campaign effectiveness
Proactively engage with the direct and indirect sales teams to coordinate, communicate, and optimize the impact of your marketing activities
Test and measure everything – subject lines, messaging, offers.
Be a key member of the Demand Gen team and build relationships across the company to identify opportunities for leverage from other HR Generalist / SMB-related initiatives outside of the Learning Solutions business.
Note: This is primarily a digital / demand gen role, not a field marketing role, so you will "own" the digital components of the strategy, and "influence" your partners in marcom and field marketing to ensure that your strategy comes to life across all touchpoints.
BASIC QUALIFICATIONS:
BA/BS degree in marketing or related field
5+ years of marketing experience
2+ years Acquisition, Demand Gen and/or Campaign/Content marketing experience
PREFERRED QUALIFICATIONS:
Passionate about developing full funnel marketing campaigns that are executed cross-channel, with a focus on digital and content marketing.
Creative idea generation to inform copywriting, campaign creative, and identify new ways to reach target audiences.
Acts like an owner; has a general "get stuff done" mentality.
Detail-oriented and comfortable taking an analytical/quantitative approach to decision-making.
Artful with words – we are packaging content into compelling stories, after all.
Ability to influence partners in a fast-moving yet cross-functional organization, aka "a people person"..
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