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Product Marketing Manager

 About the candidate  

Mairead has over a decade of professional marketing experience, which has been marked by driving strategic growth and leading innovative campaigns within the technology, professional services and telecommunications sectors. With my recent role at Lnkedln, she was at the forefront of international growth marketing for Lnkedln Ads, focusing on key markets such as France, the UK, DACH and India. The role involved not only expanding the reach but also refining the approach through localisation initiatives that resonate with diverse audiences.

 Experience 

Worked as part of the LinkedIn Marketing Solutions International Growth Marketing Tearn, managing acquisition programmes for three key international markets: France, the UK and India, while also managing the marketing localisation programme for the Growth Marketing Tearn.

Key Achievements:

  • Set 2 x New Linkedln Webinar Registration Records: Set two new webinar registration records for key acquisition markets India and French The India webinar also achieved a top NPS score at +60.
  • Web A/BTest Win Record: Achieved all time high percentage uplift in activations/ reactivations for a localisation web A/B test for the UK market, at 88% (This is also one of the highest percentages achieved by the LinkedIn web testing programme to The expected lift for tests is 10-15%).
  • Increased sales rep adoption of the rewards programme from 66% to 88%.
  • Supported the LinkedIn Ads localisation programme, to help create 830 incremental conversions for the business in FY23, worth $500k.

Main Activities and Responsibilities:

  • Market Analysis: leveraging internal and external data, conducting competitor reviews and interviewing key stakeholders, I compiled analysis for key LMS international markets DACH, India, the UK and The insights derived from this analysis is used as the basis for all campaign optimisations and localisations.
  • Campaign Management: collaborating with the Product, Content, Partner and Operations Marketing Tearns, I created and develop marketing campaigns to drive acquisition growth for key LinkedIn Ads products for example Thought Leader Ads.
  • Web A/BTesting: working cross functionally I optimise and localise organic and paid media landing pages, implementing changes to significantly increase page 3 localisation A/B web test wins in Q4 for India and the UK are estimated to deliver 4.2K incremental annual activations/reactivations for LinkedIn Ads.
  • Campaign Optimisation and Localisation: I optimise existing top performing email and LinkedIn Ad campaigns for key growth markets, driving incremental conversions for the business.
  • Campaign Analysisand Reporting: I provide weekly and monthly updates on the performance of campaigns, as well as forecasting analysis.
  • Localisation Marketing Management:I oversaw the LinkedIn Marketing Solutions localisation programme for the EMEA I worked with fellow marketers, in-house teams and an external agency to localise key marketing assets to the seven priority EMEA languages: French, German, Dutch, Spanish, Portuguese, Swedish and Italian.
  • Management of the Global Customer Rewards Programme: I managed the global customer rewards programme for LinkedIn Marketing Solutions. This involved working directly with the global sales teams and keystakeholders, using data insights to improve adoption and redemption rates and reporting monthly on the programme to senior management.
  • Localisation Marketing Programme Management: I oversaw the LinkedIn Marketing Solutions localisation programme for the EMEA I worked with fellow marketers, in-house teams and an external agency to localise key marketing assets.
  • Campaign Management: I managed customer and acquisition marketing campaigns for LMS, including the global quarterly Lead Gen ‘From Rep” campaign to unengaged accounts and an EMEA thought leadership campaign targeted to the IT sector.
  • Localisation of Top English Linkedln Ads Campaigns: supported Growth Marketing colleagues to localise the performing English campaigns to the seven EMEA priority languages under ‘Project Growlingo’. In FY24 Q3 Project Growlingo delivered 830 incremental conversions, worth $500k.
  • Management of the Internal Sales Leverage Newsletter and the Customer Newsletter: I managed the Leverage Newsletter, which was sent to EMEA sales teams monthly, providing updates on key marketing programmes. I also managed the Global Customer Newsletter coordinating with Product and Content teams to provide updates to customers on the latest product news, upcoming webinars, newly launched thought leadership content etc. The Newsletter was highly valued by both the Enterprise and OSO Sales teams across NAMER, EMEA and APAC, it was leveraged to engage customers and provide timely updates.

 

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