Catherine Linn Email & Phone Number

San Francisco, Ca, Us

Sunnyvale, Ca, Us

Sunnyvale, Ca, Us

I lead monetization and upsell for our LinkedIn Jobs product for small and medium businesses.

Sunnyvale, Ca, Us

(Promoted to SPMM level 2 in Spring 2022)I'm 1/3 of the core PMM team for LinkedIn Jobs (>50% growth YOY), with a current focus on driving monetization. Currently leading efforts to validate and test new initiatives to improve customer value and ROI, grow bookings, upsell customers and increase retention. Building out GTM motions for future launches. Past/ongoing projects:Positioning & messaging: Built out positioning framework and messaging for the LinkedIn Jobs free job posts go-to-market launch. Lead research efforts to validate product narrative and messaging. Partnered closely with Marketing and Brand to develop and launch GTM campaigns. Market research & customer insights: Led research efforts to understand product-market fit, validate new product concepts, validate pricing and ROI, and concept test new pricing models. Performed research through customer surveys, VOC interviews, market research surveys, CSAT, NPS, and more.Growth & acquisition: Partnered with Integrated Marketing and Growth Marketing to develop campaigns to drive acquisition.

San Francisco, California, Us

End-to-end B2B product marketing focused on SMBs.Core areas of focus:Insights and customer strategy – Researched and developed the 1st SMB user persona. Used SMB customer insights and data to inform product roadmap. Performed market research to understand SMB behaviors, built a repository of competitive and industry research, reformatted and co-lead Voice of the Customer program. Positioning and messaging – Defined positioning, developed value propositions and wrote messaging for all SMB feature launches. Ensured messaging alignment across all channels. Performed customer research to improve and iterate on positioning and messaging.Go-to-Market – Defined product launch strategy, target audience and marketing channels. Activated and aligned channel owners, developed consistent messaging to ensure strong and timely execution.Sales enablement – Partnered closely with Sales to ensure alignment on launches, and created a feedback program to track insights.Pricing & bundling - Performed pricing research, bundling exercise to create new offerings, positioning and GTM.Cross-functional - Partnered very closely with Product, Marketing, Design/Creative, Sales, Legal, CX/CS.Recipient of company values award for "Puts Community First"

San Francisco, California, Us

Needham, Ma, Us

Defined and drove product marketing strategy across consumer-facing channels and created triple-digit growth for the region. Through use of web analytics, identified trends leading to improvements in the customer selection process. Ensured products were merchandised in best possible placement and product groupings with optimum attribute data. Managed a team of 3 junior merchandisers.• Led merchandising improvement initiatives and worked collaboratively to design new features, tools and content, making product offering the fastest and easiest portfolio to navigate, search and select products while leading to several site design iterations and improved conversion.• Analyzed sales data and competitive landscape, identifying performance issues and opportunities across destination and product portfolio, improving product assortment and identifying category gaps. • Developed relevant and timely campaigns and promotions, increasing earnings during campaign periods.• Drove product launches and positioning through data analysis improving product offering and conversion.• Initiated development of product related content, raising visibility of available products.• Built destination marketing programs for external partners (tourism boards) acquiring over $700K in marketing revenue.• Developed training tools for merchandising team's growth and identified inefficiencies in workflow and implemented processes to solve, improving efficiency and team morale.

Needham, Ma, Us

Focused on destination knowledge, product assortment and growth opportunities. Managed site merchandising strategy to maximize conversion and bounce rates on all regional pages. Analyzed sales and channel data to identify performance issues, and evaluated competitive offerings to ensure continued company quality.• Spearheaded go-to-market strategy for region, achieving annual growth goals of over 30% YOY for key destinations successfully.• Created and developed site-wide category, “Sustainable Tours,” initiating eco-friendly practices within Viator, leading to TripAdvisor’s decision to ban all animal activities from sale.• Partnered with all marketing functions, including RevOps, email, search engine optimization, search marketing, social media, PR and video, targeting customers and bringing best product to the right customer at the optimum time.

Needham, Massachusetts, Us

(Viator is a TripAdvisor company)Oversaw content creation and search engine optimization. Initiated development of product related content, raising visibility of merchandise and region, including managing over 30 destination-focused blogs and social media pages.• Performed weekly data analysis, identifying key issues and creating campaigns leading to improved regional sales.• Ran conversion-based A|B tests on product placement and page composition, resulting in major conversion growth on tested products.• Managed customer reviews and photos, increasing customer generated content on the site.• Managed freelancers by providing direction for content creation for social media channels and blogs, increasing community engagement.

San Francisco, Ca, Us

Built natural search rankings through social media and created community management and customer support tools. Improved communication and moderation of public forums on an international level.• Initiated and managed SEO strategy, gaining over 1K new in-bound links, increasing activity on-site, surpassing quarterly SEO target and grew Google Page Rank from 5 to 6 and rising to the same level of top competitors.• Launched marketing strategy by creating weekly Top 25 lists for “mommy bloggers”, and acquiring over 1K new bloggers who organically promoted through blogs and social channels. • Identified and tracked user trends, increasing social media traffic and engagement by 5K Twitter followers and 6K Facebook fans.

San Francisco, Ca, Us

Helped to build community management tools to improve communications and moderation of public forums on an international level. Formed relationships with top Circle of Moms members, created editorial content, monitored Circle of Moms communities.

San Francisco, Ca, Us

Managed media database, along with drafting and editing press releases, maintained social media pages and followed press coverage. Assisted in coordinating and executing PR and event coordination for Design Above All event for client One Rincon Hill, and The San Francisco Design Center and for client 555YVR at Gourmet East Bay 2009.

Ba, Mass Communications & Media Studies

Communications

Communications & Media Studies