Senior Web Marketing Manager II - Small Business at LinkedIn3

At LinkedIn, our approach to flexible work is centered on trust and optimized for culture, connection, clarity, and the evolving needs of our business. The work location of this role is hybrid, meaning it will be performed both from home and from a LinkedIn office on select days, as determined by the business needs of the team.  This role will be based in San Francisco, Sunnyvale or New York City.   With LinkedIn’s Web Marketing team, you’ll develop our LinkedIn Small Business Website to drive engagement with free insights/offerings and ultimately conversions/revenue across our fast-growing Small Business product suite (e.g., Premium All-in-One, Sales Navigator Core & Advanced plans, Hiring Pro, Ads, Premium Business, Premium Company Page). You’ll be an integral part of a thoughtful, smart, and hardworking Web Marketing team, and broader Global Performance Marketing & Operations (GPO) team — reporting to a Sunnyvale-based Web Marketing Senior Director. You'll collaborate with Small Business Marketing horizontal team (i.e., the BU) and a core team of Small Business Web Marketing experts to evolve the Website into a User-First Insights Hub strategy that activates insights small businesses genuinely value — designed to: position LinkedIn as their trusted, growth-driving partner, ahead of top competitors; and drive adoption of free and paid LinkedIn offerings by meeting small businesses where they are in their journey. This includes spotlighting LinkedIn’s trend reports, legacy resources, and new “how-to” guides to address what small businesses are searching for; and unlock incremental (net-new) acquisition conversions/revenue (i.e., net-new trial or paid-subscription activation). As our web marketer, you’ll oversee the implementation of our Small Business Web roadmap. You’ll bring together a cross-functional team of analytics, content, organic (SEO) growth, program-management, testing/personalization, user-experience (UX) design, UX research, and web-production experts to deliver on the Web roadmap. The aim is to successfully pull prospective buyers from varied outbound/inbound channels to the Website to ultimately convert. Our Small Business Website is one of our insights and product-acquisition websites catered to B2B generalists (e.g., business owners/leaders) and specialists (e.g., recruiters, marketers, sales specialists) at small businesses or startups. Small Business represents a high-growth area for LinkedIn, so you’ll play a critical role in accelerating our Small Business Web roadmap with net-new webpages and optimizations to catalyze LinkedIn conversions. Responsibilities: • Champion our Web team’s vision of Web as a “Web Experience” where our focus is to deliver an exceptional UX to all visitors across our B2B Web ecosystem, and help our users successfully find value and convert • Accelerate our Web roadmap, building net-new Core-conversion and SEO-traffic webpages alongside our Web agencies and in-house Small Business Web experts • Advocate for the prospective buyer (i.e., their needs/painpoints as the “voice of the customer”), the BU/products, and Web best practices as the Website’s day-to-day lead • Partner with an embedded Small Business UX Designer to build a new web experience that meets the needs of our audience and connects with our broader ecosystem • Plan/monitor Web testing (e.g., A/B) and personalizations (e.g., tailoring call-to-action buttons for certain users) alongside our Small Business Testing/Optimization expert • Partner with our Organic (SEO) Growth experts and SEO/copywriting agencies to conduct Keyword Mapping and execute tactics to elevate Website organic/SEO traffic • Identify critical user-experience/research opportunities; Partner with our Web UX Research expert, who will evaluate/drive select studies in the ideal research method  • Monitor and analyze Web performance (e.g., traffic sources, Hub’s Web Engagement Score, conversions, revenue/bookings) using our Tableau dashboards, Adobe Analytics, etc. both independently and in collaboration with our Web Analytics experts • Synthesize Web performance via written reports and presentations for BU Growth Marketing, Demand Generation, Product Marketing Management (PMM), Brand and Web colleagues at junior through executive levels  • Identify opportunities and adjustments to the Small Business Web roadmap (e.g., launch net-new webpages, test design and/or copy enhancements, test new personalizations) • Partner with Performance Marketing’s advertising and email experts to propel outbound traffic to our research-backed Core pages to maximize conversions • Collaborate with our other Web Product Owners to ensure our Small Business Website strategy complements our other BU Websites focused on advertising, hiring, learning, and selling specialty products tailored for buyers at small- to enterprise-sized companies