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OPPORTUNITY
Enable LinkedIn to move beyond CPM-based, banner ad media advertising into scalable, social media advertising to engage consumers and advertising clients. Grow company pages engagement to turbocharge growth of related advertising revenue streams.
EXPERIENCE
Developed and evangelized product strategy, developed product roadmap and led a cross-functional team spanning engineering, design, marketing, sales, finance and operations to execute on that roadmap. Key player in all aspects of the product rollout from design and build, through pricing, sales training, ad optimization and company pages redesign and growth.
RESULTS
The result was a rapidly growing new advertising business line that drove both consumer and business engagement via Company Pages posting content into the LinkedIn feed, and Companies purchasing sponsored social ad units to boost their engagement. Business results included growth from 0 to $20M in annual revenue in year one, 700% year-over-year increase in company status posts. Awarded 12 patents in marketing and advertising innovation, and LinkedIn now boasts a $2 Billion per year marketing solutions business.
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12 PATENTS
-Dynamic Targeting to Achieve a Desired Objective - Optimizing a Content Campaign to Achieve a Desired Objective -Systems and Methods for Viral Promotion of Content -Techniques for Suggesting Content to Promote via a Feed -Techniques for Facilitating Content Re-Targeting -System and Method for Selecting and Serving an Advertisement - Targeted Status Updates - Generating Leads for Products and Services via an Activity Stream - Methods and Systems for Presenting Personalized Advertisements - Presenting Varied Product or Service Content, Based on Member Targeting Criteria
LINKEDIN MARKETING SOLUTIONS
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Project name:SOCIAL ADS
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Category:ADVERTISING
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Client:LINKEDIN
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Date:2010 - 2013
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StatusIPO