A product manager at LinkedIn has a critical role in guiding the strategy, development, and success of LinkedIn’s products. As one of the world’s largest professional networks with over 740 million members, LinkedIn relies on strong product management to create valuable experiences for its users.
What is a product manager?
A product manager is responsible for the vision, strategy, and execution of a product. Their main responsibilities include:
- Defining product strategy and vision
- Conducting user research
- Designing product features
- Prioritizing product roadmap
- Coordinating with different teams like engineering, design, and marketing
- Analyzing product data and metrics
- Making data-driven decisions to optimize the product
In essence, a product manager bridges the gap between the business, engineering teams, and users. They use customer insights, industry knowledge, and data analysis to create products that solve real user needs.
Core responsibilities of a LinkedIn product manager
As a large platform with diverse products, LinkedIn product managers have a complex role with several key responsibilities:
Lead product strategy and vision
LinkedIn PMs start by identifying opportunities and challenges in the market. They assess competitor products and conduct user research through surveys, interviews, and data analysis. Using these inputs, they define an inspiring vision and strategy for their product area.
For example, a LinkedIn PM working on new profile features would research how users showcase their professional brand online and identify gaps in LinkedIn’s profile capabilities. Based on this learning, they would craft a multi-quarter plan to enhance profiles as a representation of a member’s brand.
Own the product roadmap
The PM is ultimately responsible for their product roadmap – the plan of action for delivering features and improvements to users. This includes:
- Prioritizing features and updates based on expected user impact and business goals
- Sequencing timed product launches across quarters or years
- Balancing short-term incremental gains and long-term strategic bets
- Coordinating across PMs to align on a coherent roadmap
For the profile example, the PM would map out high-level initiatives over 2 years to revamp profiles as professional brand platforms, along with quarterly deliverables.
Lead cross-functional product development
LinkedIn PMs lead execution by coordinating designers, engineers, data scientists, and marketers to build the product collaboratively. Their role includes:
- Creating product specifications and user stories
- Supporting design processes like information architecture and wireframing
- Working with engineers to estimate complexity and staffing needs
- Reviewing and providing feedback on designs and prototypes
- Motivating teams and unblocking progress
Our LinkedIn PM would rally a cross-functional team to reimagine profile layouts, content capabilities and styling options for members.
Analyze data and optimize features
Using data and analytics is core to a LinkedIn PM’s role. Key activities include:
- Setting KPIs to track product performance
- Leveraging data to inform product decisions
- Analyzing user feedback and behavior
- Running A/B tests to guide iterations
- Monitoring key metrics post-launch
For the new profile capabilities, the PM would closely track engagement and conversion metrics pre- and post-launch to optimize the features.
Essential skills for LinkedIn product managers
To succeed as a PM at LinkedIn, some important skills include:
Customer obsession
Having a user-centric mindset is crucial. PMs must represent the voice of the customer, observing users, empathizing with their needs and deeply understanding target segments.
Data fluency
Given LinkedIn’s vast data assets, PMs must be comfortable processing quantitative and qualitative data to uncover insights. Mathematical aptitude is an advantage.
Product vision
PMs should think strategically about market gaps and envision innovative solutions that create member value.
Execution excellence
It’s vital for PMs to be meticulous in how they specify and deliver products to meet quality bars and timelines.
Leadership and influence
Since the role requires coordinating with various functions, strong collaboration and stakeholder management abilities are a must.
Communication
PMs need to communicate complex ideas and data persuasively to inspire teams and get buy-in across the organization.
Common product teams at LinkedIn
Given LinkedIn’s vast product portfolio, PMs are aligned to specific product verticals including:
Consumer products
This covers LinkedIn’s core social networking capabilities like feed, profiles, messaging, groups, and notifications.
Monetization
Focused on LinkedIn’s revenue engines – Jobs, ads, premium subscriptions, and Sales Solutions.
Creators and content
Oversees LinkedIn’s efforts to become a professional content platform, including LinkedIn News, Learning, and Publishing.
Platform and infrastructure
Manages foundational technology enabling LinkedIn’s products and data, like search and databases.
Common product design processes
LinkedIn PMs apply various design processes to build great products systematically:
Discovery
Deep-diving into customer needs through research, competitor analysis, data mining and vision ideation.
Direction
Synthesizing learning into strategic product plans and high-level concepts.
Development
Executing the product roadmap through agile sprints – detailing features, UX prototyping, and engineering delivery.
Delivery
Shipping the product to customers through structured testing, launch plans and post-release optimizations.
How program management complements product management
Program managers are crucial counterparts to product managers at LinkedIn. While PMs focus on the product strategy and experiences, program managers coordinate the logistics of complex product development:
- Scoping and planning multi-quarter programs
- Tracking progress and milestones
- Managing dependencies between cross-functional teams and workstreams
- Identifying resourcing needs
- Unblocking issues and risks
- Ensuring on-time delivery
The partnership between PMs and program managers helps translate strategic product plans into executable programs successfully.
Career growth paths for LinkedIn product managers
There are exciting career growth opportunities for PMs at LinkedIn, including:
Product Lead -> Director
Seasoned PMs can rise to lead entire product lines with more members, strategic ownership and business impact.
Business leadership
PMs can also transition to business roles managing P&L, corporate strategy and key partnerships.
Technical leadership
Some engineering-inclined PMs evolve into Chief Technology Officers or heads of architecture.
Entrepreneurship
The mix of domain expertise, leadership capability and product skills prepare PMs well for founding startups.
Conclusion
Product managers have a uniquely influential role at LinkedIn. They shape how over 740 million professionals engage on the platform daily. By blending customer insights, strategic thinking, business acumen and execution excellence, LinkedIn PMs create transformative value for members worldwide. Though challenging, being a PM comes with high impact and rewarding growth opportunities at one of the world’s most successful professional platforms.
