Jennifer Shaw-Sweet is Global Practice Lead at LinkedIn’s B2B Institute, the marketing think tank exploring the intersection of brand strategy, communications, and business effectiveness. She leads research, thought leadership, and industry engagement focused on helping B2B organizations drive sustainable, outsized growth through brand-led strategy. With over six years at the B2B Institute, Jennifer works closely with senior marketing leaders and advises many of LinkedIn’s largest advertising partners on growth, opportunity, and long-term marketing effectiveness. She is a frequent public speaker, awards judge, and podcast guest, known for translating rigorous research into practical, actionable insight. Before joining LinkedIn, Jennifer held senior global leadership roles at J. Walter Thompson, Saatchi & Saatchi, and AMV BBDO, where she led creative and digital strategy for blue-chip international clients. Her cross-sector experience informs her perspective on how creativity, evidence, and strategic clarity combine to build resilient brands in complex markets.