Brand Marketing Lead

Upwork ($UPWK) is the world’s largest work marketplace, connecting businesses with highly skilled professionals worldwide. From entrepreneurs to Fortune 100 enterprises, companies trust Upwork’s platform to access expert talent, leverage AI-powered work solutions, and drive meaningful business outcomes.

Upwork’s AI-powered platform has facilitated over $20 billion in economic opportunity for professionals worldwide. With professionals spanning 10,000+ skills, including AI and machine learning, software development, sales and marketing, customer support, finance and accounting, and more, Upwork empowers businesses of all sizes to scale, innovate, and build agile teams.

Upwork is seeking a Brand Marketing Lead to manage strategy and execution for brand marketing initiatives that fuel category expansion, strategic innovation, and brand consistency across emerging and evolving areas of our business.

In this cross-functional strategic role, you'll develop and execute brand and go-to-market strategies, own messaging frameworks, audience segmentation, and campaign development to enhance our brand’s reach, relevance, and impact. You’ll collaborate closely with communications, product marketing, creative, and growth teams, ensuring our brand strategy scales effectively to position Upwork as a brand that reflects the future of work.
 

Responsibilities:

• Activate and operationalize Upwork’s brand strategy across new and developing business segments, ensuring clarity, consistency, and alignment with overarching brand architecture.
• Help develop positioning and messaging that align with company objectives and inform how we show up across campaigns, content, and communications.
• Partner closely with design, content, and product teams to scale and evolve the brand identity effectively in response to new market opportunities.
• Develop integrated campaigns that drive category growth, brand awareness, and customer engagement.
• Lead cross-functional briefings and planning meetings with teams like PMM, lifecycle, advocacy, content, and growth to align on priorities, insights, and activation plans.
• Collaborate with cross-functional stakeholders (Product, PMM, Growth Marketing, Creative) to ensure strategic alignment and successful campaign execution.
• Collaborate with creative teams and agency partners to bring big ideas to life with excellence, consistency, and storytelling depth.
• Partner with marketing analytics and research teams to develop reporting frameworks for integrated brand campaigns.
• Analyze campaign performance and market insights to continually refine brand strategy and drive business outcomes.
• Monitor brand health and key performance metrics (e.g., awareness, consideration, perception, creative effectiveness) to inform ongoing improvements.
• Stay attuned to market trends, audience needs, and competitor positioning to keep Upwork’s brand modern and culturally relevant.

What it takes to catch our eye: 

• 5+ years of experience in brand marketing or integrated marketing; experience in brand-led or high-growth companies preferred, B2B tech a plus.
• Strong track record of managing brand strategy and campaign development from insight to execution.
• Deep understanding of brand positioning, audience segmentation, and full-funnel marketing.
• Strong experience managing integrated marketing campaigns across paid, owned, and earned channels.
• Excellent creative judgment and ability to partner with creative teams from concept through execution.
• Skilled collaborator with experience leading cross-functional workstreams and driving alignment across stakeholders.
• Highly organized with a strong operational mindset to operate in a fast-paced dynamic environment with the ability to prioritize and advance multiple projects simultaneously
• Insight- and data-driven, with a strong grasp of measurement frameworks and performance tracking.
• Exceptional communicator and storyteller who can build persuasive narratives that inspire action.
• Passion for Upwork’s mission and a belief in the power of brand to drive business growth and customer connection.

Come change how the world works.

At Upwork, you’ll shape the future of work for a global, remote-first workforce, creating economic opportunities for professionals worldwide. While we have a physical office in Palo Alto, we currently hire full-time employees in 21 U.S. states, making it easier than ever to join our mission from wherever you call home.

Our culture is built on trust, risk-taking, customer focus, and excellence, all in service of our core mission: to create economic opportunities so people have better lives. We embrace authenticity and inclusion, encouraging e