Sofia Otto

👵👴 Reimagining what “mid-career” looks like Age 50+ is not the end of ambition it’s a moment for reinvention. That’s why I’m proud to shine a light on AARP Foundation’s BACK TO WORK 50+ program, a free, high-impact initiative equipping older adults with the training, coaching, and confidence to reenter today’s job market. Through in-person and virtual sessions, participants get: • Targeted career coaching (interviewing, resumes, digital skills) tailored to the 50+ experience • Real strategies to amplify their value and stand out to hiring teams • Support in navigating new tools, platforms, networking, and employer expectations Since launch, BACK TO WORK 50+ has helped 100,000+ individuals across fields from IT to healthcare to HR get back to work. It’s more than upskilling, it’s restoring confidence, connection, and purpose. 👉 If you or someone you know is navigating job search later in life, this is a resource worth exploring. 🔗 Learn more / find a workshop in your area: https://lnkd.in/dggSUw2f #BackToWork50plus #CareerReinvention #LifelongGrowth #Inclusion #WorkforceEquity

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One of the things which I'm lucky enough to be involved in at Google is the Associate Product Marketing Manager (APMM) program, aimed at entry level marketers coming into our team - I'm the co-senior sponsor for our EMEA region. We are fortunate to have some extraordinary APMMs: ambitious, creative, with a healthy appetite for what's new and an even healthier suspicion for what needs fixing; we'll all up working for them one day. But wow - what a time to be starting as a marketer, too. Hard to keep up with what happens in one day let alone look forward one year. Most frequently the conversations I have with APMMs are about tips, tricks and guidance on planning, plotting and steering a career path. So this caught my eye, from Forbes. Some good nudges, reminders and prompts - "Launching A Career In Marketing And Communications? 19 Tips For Success". Perhaps the summary is that the fundamentals of great marketing are more important than they've ever been. And one of the key themes in the piece is balancing the need to embrace new tools with the evergreen importance of human insight and creativity. Of the 19 tips (why not 20? anyway . . . ) a few that especially zinged around my head after I read them: 1️⃣ Leverage AI—But Not Too Much: Use it, but don't let it think for you. The three skills that matter most are creativity, judgment, and strategic thinking. AI can generate 50 headlines, but you need the insight to pick the right one. 2️⃣ Stay Curious: This field changes so fast. The best people are always learning, experimenting, and adapting. I think this is *especially* true of junior marketers, who can perhaps provoke and push more than their more established (but perhaps 'safer' thinking) peers. 3️⃣ Prioritize Empathy: Focus on empathy over algorithms. While technology and data are essential, the ability to understand people, culture and context will set you apart. Stay curious, be adaptable and always lead with integrity. Your voice and values matter. A good read, even for those of us at the other end of their careers. cc Kate Fleming Birte Teufel Anna Ritter (Piechulla) Amelia Jones (née Siddall) Suzanne Martin, ACC More here: https://lnkd.in/eMZXxviQ #Marketing #CareerAdvice #Leadership #AI

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Keurig Dr Pepper was able to improve its ad personalization and create “thousands of ad variants for a single campaign,” Ben Sylvan, the brand’s SVP of connected media, told AdExchanger. Being able to use Clinch’s dynamic creative optimization engine together with Amazon Ads “makes Amazon DSP work a lot harder for us,” Sylvan said. https://lnkd.in/eZSn7KZy

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Launch day! 🚀 After weeks of planning, polishing, coordinating, and pulling all the threads together (as us comms folks do!), our newest labor market report is officially live. Candidly, in my role, I help to launch a number of labor market-centric reports throughout a quarter, but this one is special because of the level of detail it provides, the scope that’s the covered and in particular...the opportunity it highlights. Here’s some of the top findings I wanted to share with my community: 🪄 Jobs in the “new‑collar” era have arrived: Over 1.3M new AI‑enabled roles have emerged globally, blending increased technical fluency with human strengths. 🌎 The AI infrastructure boom is fueling opportunity (beyond the coastal hubs!): Last year alone we saw ~600K new data‑center jobs come onto LinkedIn -- powering the backbone of AI. 🌈 New roles and paths are emerging: Think AI-integrator type roles, data‑center technicians, and data annotators. These are jobs that barely existed five years ago, signaling labor demand that's shifting quickly. Check out our full report here or if you'd prefer a video recap, head over to Daniel Shapero's page -- he's LinkedIn's COO and published a great deep dive video sharing all the trends. https://lnkd.in/ez2yU5-d

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TikTok’s fate in the US continues to be a looming open question. So how is that uncertainty affecting consumer brands as we start the biggest quarter of the year? Had a great conversation with Ad Age last week about that topic, and how the uncertainty is very real: https://lnkd.in/eGAwd92c The bottom line: it’s no wonder brands are jumpy, given how valuable TikTok has become. Looking at H1 data from 10k+ brands on Triple Whale, TikTok was the only platform showing improved efficiency YoY (+5.9% ROAS, -8.78% CPM). Thankfully, Moby — Triple Whale’s AI — is as close to a crystal ball as you can get. We found that brands are increasingly asking it to forecast and report on TikTok. Want to model your own TikTok scenarios? We put together 5 Moby prompts to get you started: 🔮 Forecast my TikTok CPM and ROAS for the next 6 months. What actions should we take based on these forecasts?  🔮 Predict my new customer revenue over the next 3 months if I double my TikTok ad spend.  🔮 How would my overall marketing efficiency change if I allocated 20% more of my marketing budget to TikTok, taking the budget away from Google and Meta. Keep overall budget the same. 🔮 Predict my new customer revenue over the next 3 months if I shift all TikTok spend to other channels? 🔮 If TikTok CPMs double in the next 3 months, what should I do to maintain overall marketing efficiency? Whether it’s tariffs, ad platform changes, consumer sentiment volatility, or any other uncertainty — Triple Whale's got you covered. 

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The strongest global brands are ones you can believe in. That’s what Sarah Reynolds (they/them) and I unpacked at our Beyond Borders event in NYC. Not a conversation about taglines. A conversation about truth. Because global brands don’t succeed by shouting louder. They succeed by standing for something. → Real values → Aligned teams → Stories that resonate across cultures For companies like Multiplier trust is our product. So Brand becomes a strategic layer. Not just what we say, but how we operate. It means building credibility one step at a time. By listening. By learning. By hiring the right people. But Brand can’t scale alone. It needs HR. It needs Product. It needs Demand Gen. All rowing in the same direction. That’s the work. And the reward is authenticity that holds up under pressure. In a world overloaded with noise, authenticity cuts through. Watch out for our conversation to get the full download. #BeyondBorders #Trust #Brand #Global #Marketing #TheFutureOfWorkIsGlobal

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#NetworkingOutLoud is a storytelling campaign for the month of June to promote Out@In's (LinkedIn's LGBTQ+ ERG) upcoming career development series. All month we’re sharing the best career advice we’ve ever received. Here's a few of best pieces of career advice I've received. Up next I am tagging Kingsley Aikins, Lauren Walker and Sebastian Hamilton to share the best career advice they've received! Thanks to Josh Graff for tagging me and for everything you’d done for our customers, business, team and for me personally as your amazing 14 years leading LMS and LinkedIn in EMEAL come to an end.

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