Digital Marketing Manager (Second Life)

Marketing San Francisco, United States


Linden Lab is seeking a Product Marketing Manager to develop, execute and analyze web and email marketing strategies that drive aggressive traffic and revenue growth to Second Life, the Internet's largest user-created virtual world.

What You'll Do

Second Life’s Digital Marketing Manager will be responsible for developing and executing paid search and paid social tactics to drive customer conversion and retention. This includes Search Engine Marketing (SEM), Pay Per Click (PPC), display advertising, paid social (Facebook, Twitter) and other digital advertising channels. The ideal candidate must have a proven track record of working on paid marketing campaigns for successful online and emerging media companies. This role spans strategy and planning; creative development and production; testing, analytics, and reporting; as well as execution.

  • Work with Marketing (including designers and community managers), Web Development, Customer Service and Product Management teams to deliver customer-facing campaigns focused on acquiring and/or better monetizing customers.
  • Create, launch and optimize SEM campaigns on Google, Bing, and other search engines globally
  • Create, launch and optimize paid social campaigns on Facebook, Twitter and other social media platforms.
  • Plan and execute A/B tests on ads and landing pages frequently, share findings, and incorporate best practices into future campaigns
  • Analyze marketing performances, including engagement and sales metrics, and leverage learnings to inform campaign planning and optimization. Provide results analysis showing incremental value of campaigns.
  • Data analysis: leverage a variety of data sources to identify new opportunities for new-user-acquisition and retention efforts, optimizations to improve existing campaigns, and strategies that will help increase monetization.
  • Generate data reporting and analysis to key stakeholders to help guide product enhancements and customer acquisition/retention initiatives.
  • Research and advise on new acquisition opportunities, including identification of new ad networks and brainstorming of new campaign concepts.
  • Share ownership of keyword research and advise on SEO opportunities.
  • Function as the internal expert on digital advertising best practices.
  • Manage spend, budget and invoicing for digital advertising initiatives.
  • Lead efforts to convert new customers into active users of Second Life.
  • Create and follow principles and processes that ensure brand integrity, consistency, clarity and growth.

*Other duties may be assigned


  • 3-5 years experience working with SEM, PPC, paid social and ideally SEO strategies for an online consumer brand
  • Familiarity with A/B testing platforms such as Optimizely, Unbounce or Google Analytics Experiments.
  • Experience leveraging Google’s Urchin Tracking Module (UTM) parameters.
  • Hands on experience with Interactive Advertising Bureau (IAB) ad unit sizes, and cross device advertising (desktop, mobile, tablet).
  • Marketing analysis including, control/test, familiarity with industry benchmarks.
  • Ability to launch successful paid search and social network campaigns that are optimized for cost-efficient acquisition of new users.
  • Knowledge of Google Analytics.
  • Ability to operate effectively in an entrepreneurial and dynamic environment with ambitious schedules and plans. Self-starter with an ability to prioritize in a fast-paced environment and meet changing deadlines and priorities on multiple simultaneous projects.
  • Ability to identify and develop acquisition and retention strategy for reaching important consumer segments.
  • Strong analytical and problem-solving skills, plus ability to execute changes quickly.
  • Top-notch project management skills with the ability to manage multiple tasks involving cross-functional partners and external vendors. Outstanding follow-up, organization, and time management skills.
  • Ability to manage budgets and optimize spending.
  • Excellent written and verbal communication skills; strong interpersonal skills; ability to influence all levels of management.
  • Ability to work in a collaborative environment with co-located and/or remote team members.

Bonus Points

  • Write and run SQL queries that will help drive actionable changes to products..
  • Familiarity with Second Life and other virtual world platforms.
  • Basic Photoshop experience.
  • Working knowledge of CAN-SPAM regulations.