Brand Marketing Lead

Position Overview

• Location Type: Remote
• Employment Type: Full-time
• Salary: Not specified

Upwork is the world’s largest work marketplace, connecting businesses with highly skilled professionals worldwide. Over $20 billion in economic opportunity has been facilitated for professionals globally through Upwork’s AI-powered platform, with professionals spanning 10,000+ skills, including AI and machine learning, software development, sales and marketing, customer support, finance and accounting, and more.

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.

Requirements

• Experience: 5+ years of experience in brand marketing or integrated marketing.
• Preferred Experience: Experience in brand-led or high-growth companies preferred, B2B tech a plus.
• Brand Strategy: Strong track record of managing brand strategy and campaign development from insight to execution.
• Marketing Knowledge: Deep understanding of brand positioning, audience segmentation, and full-funnel marketing.
• Campaign Management: Strong experience managing integrated marketing campaigns across paid, owned, and earned channels.
• Creative Collaboration: Excellent creative judgment and ability to partner with creative teams from concept through execution.
• Collaboration Skills: Skilled collaborator with experience leading cross-functional workstreams and driving alignment across stakeholders.
• Organizational Skills: Highly organized with a strong operational mindset to operate in a fast-paced, dynamic environment and prioritize multiple projects simultaneously.
• Analytical Skills: Insight- and data-driven, with a strong grasp of measurement frameworks and performance tracking.
• Communication: Exceptional communicator and storyteller who can build persuasive narratives.

Responsibilities

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

Application Instructions

• Not specified. (Information is missing regarding how to apply for the position.)

Company Information

• Company: Upwork