The Challenge
LinkedIn's Premium is a multi-billion dollar, fastest-growing subscription business. You'll own the go-to-market strategy and messaging for small business products, embedding yourself in R&D to drive acquisition, retention, and feature adoption across a massive professional network.
Your Mission
Synthesize customer research (qual + quant) on small business Premium subscriber needs and deliver 2-3 clear insight narratives to inform product roadmap
Own and launch messaging/positioning framework for at least one new Premium product or feature, testing with cross-functional teams
Build sales enablement materials and narrative decks for Premium company page and all-in-one product launches
Establish weekly cross-functional sync cadence with Product, Growth Marketing, and Design; map all stakeholder needs for Q1 GTM motion
Drive end-to-end GTM for 2+ Premium product launches, measuring acquisition lift, feature adoption rate, and retention impact vs. baseline
Increase small business acquisition cost efficiency by 15-20% through refined positioning and audience segmentation
Scale sales enablement: empower Sales and CSM teams with battle-tested messaging; track win/loss rates and positioning resonance
Publish quarterly customer insight reports that inform both product strategy and marketing channel optimization; measure impact on cross-sell velocity
KPIs You'll Own
Feature Adoption Rate
% of premium small business subscribers adopting newly launched features within 30/60 days of release.
CAC (Customer Acquisition Cost)
Cost to acquire new small business Premium subscriber; track by cohort and messaging variant.
Net Retention / Churn Rate
MRR retention and churn for small business Premium segment; measure impact of retention initiatives.
Cross-Sell Velocity
% of Premium subscribers adopting adjacent products (Company Page, All-in-One) within their first 90 days.
Messaging Resonance Score
Win/loss data and sales feedback on message-market fit; track consistency across sales, product, and marketing.
Tools & Stack
Your Team
Your Manager
Head of Product Marketing, Premium B2B (or VP Product Marketing)
Current Team
Cross-functional: Product, Engineering, Design, Growth Marketing, Brand, Comms, Business Development; embedded in R&D
New role backfill or expansion for Premium small business product suite growth
The Package
Salary
$160K-$200K base
Variable
Expected 15-25% annual bonus tied to GTM and retention metrics
Equity
LinkedIn/Microsoft RSUs; typical grant for senior IC in 2026
Remote
On-site in Mountain View, Sunnyvale, San Francisco, New York, Chicago, Omaha, Washington DC, Detroit, Carpinteria, or Atlanta. Hybrid or remote roles considered based on business needs; requires approval and review of home work location.
Benefits & Perks
Company Intelligence
LinkedIn is the world's largest professional network with 900M+ members, built to create economic opportunity for the global workforce. Premium is LinkedIn's fastest-growing subscription business and a multi-billion dollar revenue driver. The company is owned by Microsoft and operates a best-in-class culture centered on trust, care, inclusion, and innovation.
Customers
900M+ LinkedIn members; focus on small business owners and Premium subscribers
Culture
Trust-based, outcome-driven, collaborative, inclusive; emphasis on employee growth and development
Is This Role For You?
- You've shipped 3+ GTM campaigns for premium B2B subscription products and can tie them to revenue/retention metrics
- You're obsessed with customer research and can synthesize qual + quant data into clear, actionable narratives
- You thrive in cross-functional environments; you can influence without authority and inspire alignment across Product, Sales, and Marketing
- You're comfortable with ambiguity and speed; you can iterate on messaging and positioning based on real-world feedback (sales win/loss, feature adoption)
- You're looking for a pure strategy role without execution; this requires hands-on GTM execution, sales enablement, and launch management
- You want remote-first flexibility; on-site presence is expected 2-3 days/week in one of LinkedIn's offices
- You can't balance big-picture positioning with tactical feature-level messaging; this role demands both
- You don't have direct experience with subscription or premium pricing models; small business buying behavior is different from enterprise
Interview Process
Phone Screen (30 min)
Recruiter alignment on background, GTM experience, and small business product knowledge.
Product Marketing Manager Round (60 min)
Case study on positioning/messaging; walk through a past GTM campaign, metrics, and learnings. Expect detailed questions on customer research and cross-functional influence.
Cross-Functional Interview Panel (90 min, 2 interviewers)
Conversations with Product Manager and Growth Marketing lead. Focus on collaboration style, customer empathy, and ability to drive alignment on strategy.
Hiring Manager Deep Dive (60 min)
VP/Head of Product Marketing or Premium B2B lead. Discuss long-term vision, career goals, and how you'd approach the first 90 days on the team.
Offer & Reference Checks
Standard LinkedIn/Microsoft background check and reference validation.
Ready when you are
Interested in this role?
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About Product Marketing roles
Product marketers are the bridge between product and market. They own positioning, messaging, go-to-market launches, competitive intelligence, and sales enablement. The best PMMs make complex products feel simple.