Senior Manager - Marketing Measurement Strategy and Testing

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.

 Key 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

Department: Marketing & Communications
Function: Marketing
Experience Level: Mid-Senior Level