Upwork

Sr. Director, Marketplace Experience Marketing

Remote

Not SpecifiedCompensation
Expert & Leadership (9+ years)Experience Level
Full TimeJob Type
UnknownVisa
Online Marketplaces, Staffing and Recruiting, BiotechnologyIndustries

Requirements

Candidates must have at least 15 years of experience in lifecycle, growth, or product marketing, ideally within a high-scale, customer-centric business. Proven success in owning product adoption, onboarding, lifecycle engagement, and communications that drive retention and revenue is required. Experience crafting brand-to-business messaging strategies across channels and segments, a deep understanding of customer journey design, onboarding UX, PLG mechanics, and behavioral targeting are essential. Strong leadership skills to build and inspire teams, along with data fluency for interpreting KPIs and translating insights into action, are necessary. Experience with operational planning and go-to-market strategy across functions is also required.

Responsibilities

The Senior Director will lead teams responsible for product marketing touchpoints across the self-serve marketplace, owning and optimizing the full customer journey from registration to engagement through product marketing, lifecycle activation, and feature adoption. This includes defining the marketplace experience vision, leading go-to-market and lifecycle strategies, and owning product marketing across onboarding, in-product messaging, lifecycle campaigns, and feature launches. The role involves leading lifecycle marketing across channels for both clients and freelancers, defining messaging calendars, and collaborating with brand, creative, and product teams. Responsibilities also include driving strategic planning for go-to-market initiatives, operationalizing growth execution by translating goals into roadmaps and funnel programs, improving funnel health by defining and tracking KPIs, championing customer-centricity by bridging customer feedback with product leaders, and enabling executive clarity through clear narratives on funnel impact and experience improvements.

Skills

Product Marketing
Lifecycle Marketing
Go-to-Market Strategy
Customer Engagement
Onboarding
Feature Adoption
User Experience
Marketing Strategy
Campaign Management
Brand Experience

Upwork

Online platform connecting freelancers and clients

About Upwork

Upwork connects freelancers with clients looking for various services in the gig economy, which focuses on short-term contracts instead of permanent jobs. The platform allows freelancers to create profiles that showcase their skills, while clients can post job listings for specific projects. Freelancers bid on these projects, and clients choose the best candidates based on proposals and reviews. Upwork earns revenue through service fees charged to freelancers based on their earnings, with a tiered structure that rewards long-term client relationships. The platform also offers premium memberships and additional services for enhanced visibility and access to job listings. Upwork provides tools for time tracking, invoicing, and project management, making it easier for both freelancers and clients to manage their work and payments. The goal of Upwork is to facilitate successful project completion by bridging the gap between freelancers and clients.

San Francisco, CaliforniaHeadquarters
2015Year Founded
$143.8MTotal Funding
IPOCompany Stage
Consulting, Enterprise SoftwareIndustries
10,001+Employees

Benefits

Health Insurance
Unlimited Paid Time Off
401(k) Retirement Plan
401(k) Company Match
Parental Leave
Employee Stock Purchase Plan

Risks

Increased competition from Fiverr and Toptal threatens Upwork's market share.
The new Fiverr-style Project Catalog may commoditize services, reducing freelancers' perceived value.
Strategic shifts under new management may not align with current client expectations.

Differentiation

Upwork connects freelancers with clients across diverse industries, enhancing global work opportunities.
The platform offers tools like time tracking and invoicing for efficient project management.
Upwork's tiered fee structure incentivizes long-term client relationships, differentiating it from competitors.

Upsides

Upwork's acquisition of Objective AI enhances its AI capabilities for better talent matching.
The introduction of Featured Jobs increases visibility for job posts, attracting more candidates.
Upwork's recognition as the top job posting site boosts its credibility among employers.

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