Jennifer Shaw‑Sweet, Global Practice Principle, The B2B Institute @ LinkedIn is a senior international marketing leader with over 25 years’ experience across global agencies and the LinkedIn B2B Institute, where she currently leads research, thought leadership, and senior client engagement across EMEA.
Her work sits at the intersection of brand strategy, effectiveness measurement, and behavioural science, helping organisations translate complex insight into practical, commercial growth. Jennifer has led Integrated marketing teams for global brands including Nestlé, HSBC, Shell, P&G, and PepsiCo, developed award‑winning campaigns and measurement frameworks, and played a central role in shaping the modern B2B marketing agenda through research, training, and industry collaboration with bodies such as the IPA.
She is a regular conference speaker, an awards judge, and a published author, known for her collaborative leadership style, rigorous thinking, sense of humour and ability to make marketing both more effective and more human.