A Squiggly Path to Brand Marketing Success: A Conversation with LinkedIn's UK Head

From Magazines to the Metaverse: A Career Journey

Imagine a career path described as "squiggly"—a journey full of unexpected turns and exciting discoveries. That's the path of LinkedIn's UK Head of Brand Marketing. Starting at a small magazine company, she discovered a passion for business and honed valuable skills. University further fueled her ambition, leading to a stint at Bauer Media, working with iconic brands like Grazia and Heat during a turbulent time for print.

The allure of tech, with its larger budgets and innovative spirit, beckoned. A pivotal role at Virgin solidified her brand marketing expertise, immersing her in bold campaigns and a value-driven ethos. "Virgin is very much led by its values," she explains. "It delivered big, bold campaigns. I realized I loved the brand world."

LinkedIn in the Lockdown: Navigating a Pandemic and a Brand Evolution

Joining LinkedIn just two months before the world changed forever, she witnessed the platform's explosive growth during the pandemic. Amidst helping members navigate challenging job markets, she spearheaded the introduction of brand marketing to LinkedIn. "I recognized a huge opportunity for us to put more emotion at the heart of the brand," she recalls.

Building a Global Brand, One Local Connection at a Time

With over 40 million members in the UK alone, LinkedIn is a powerhouse of professional networking. This leader oversees UK brand strategy and "go-to-market" campaigns while contributing to global initiatives. She describes a dynamic interplay between global and local teams: "The way we position this to our marketing teams is that we have a global push team and a local pull." This allows for powerful global campaigns tailored with local nuance and impactful tactics.

The Secret Sauce: Building a Thriving Marketing Team

What makes a great marketing team? This leader emphasizes autonomy, creative inspiration, and consistent support. Reflecting LinkedIn's values—"dream big, get things done, and have fun"—she fosters a culture where team members can thrive. Award-winning campaigns like "Raising Profiles" with The Big Issue and "Dyslexic Thinking" with Virgin demonstrate the power of this approach.

"I’ve learned from my career that teams are most motivated when they feel autonomous, inspired creatively and supported by a manager who is consistent and reliable," she shares.

The Gen Z Equation: Understanding the Next Generation of Professionals

Recent research on Gen Z revealed a surprising statistic: 86% were looking for new job opportunities last year. This insight fueled a targeted campaign using innovative "talking stickers" to engage Gen Z on their job-hunting journey, addressing their need for company values alignment and a more considered approach to career choices.

The Power of Creativity: A Marketing Mythbuster

This leader challenges the misconception that creativity is secondary to performance marketing. She argues that creativity and innovation are fundamental to business growth and value creation. "The companies that consistently create value…are innovators," she emphasizes. "They find new ways of doing business…They are creative leaders."

Wisdom for Aspiring Marketers: Advice from the Front Lines

Looking back, she offers three pieces of advice to her younger self: explore different marketing paths (agency vs. in-house), cultivate a strong personal brand, and build a robust network. "Everyone you meet could ultimately be a huge help to you at some point in your career," she advises.

Balancing Global and Local: A Question for Senior Marketers

Finally, she poses a question for other senior marketers: "What are their ‘best in class’ examples [of balancing global and local strategies] and how do they execute in different countries?" This reflects her ongoing quest for continuous improvement and her fascination with the ever-evolving marketing landscape.