Responsibilities

• Build go-to-market brand strategies for new products and features, including ownable positioning, clear naming, and motivating messaging
• Define category positioning and narratives that guide line-of-business marketing strategy, sales enablement, and future product innovation
• Lead research that identifies where LinkedIn can win, including audience perceptions, purchase drivers, product concepts, naming, and messaging
• Co-create annual line-of-business marketing strategies with partners, including objectives, audience priorities, and core themes
• Shape marketing briefs for line-of-business campaigns and initiatives so they reflect LinkedIn’s unique value and ladder up to the annual strategy
• Develop frameworks and tools that help teams create clear, consistent, and repeatable brand strategies
• Connect insights, learnings, and opportunities across teams to strengthen go-to-market work across initiatives and channels

Requirements

• 7+ years of experience in brand strategy, brand management, product marketing, or a related role, including ownership of strategic recommendations.
• 4+ years of experience developing naming, positioning, messaging, and go-to-market strategies for global brands, ideally in technology, B2B, or complex portfolio environments.
• BA/ BS Degree or equivalent experience
• Preferred Qualifications: Develops brand strategy across complex portfolios in matrixed organizations.
• Preferred Qualifications: Brings a strong understanding of both B2C and B2B brands, products, or services.
• Preferred Qualifications: Skilled in developing brand positioning, value propositions, messaging frameworks, and narratives for brands, products, and services.
• Preferred Qualifications: Leads product naming strategy, name development, naming workshops, and research approaches.
• Preferred Qualifications: Adept at partnering cross-functionally and globally (e.g., Product Marketing, R&D teams, Comms, Legal, and Brand marketing) with confidence working through complex stakeholder input.
• Preferred Qualifications: Leads qualitative and quantitative research, such as driver research, sentiment research, diary studies, concept testing, semiotic analysis, and survey research.
• Preferred Qualifications: Builds annual marketing strategies, campaign briefs, and go-to-market plans.

Preferred

• Develops brand strategy across complex portfolios in matrixed organizations.
• Brings a strong understanding of both B2C and B2B brands, products, or services.
• Skilled in developing brand positioning, value propositions, messaging frameworks, and narratives for brands, products, and services.
• Leads product naming strategy, name development, naming workshops, and research approaches.
• Adept at partnering cross-functionally and globally (e.g., Product Marketing, R&D teams, Comms, Legal, and Brand marketing) with confidence working through complex stakeholder input.
• Leads qualitative and quantitative research, such as driver research, sentiment research, diary studies, concept testing, semiotic analysis, and survey research.
• Builds annual marketing strategies, campaign briefs, and go-to-market plans.
• Excellent communicator (written and verbal) with strong judgment, audience empathy, and the ability to simplify complex topics.
• Self-starter who can manage multiple workstreams at once while partnering effectively with different stakeholders and teams.
• Brand and Product Positioning