Brand Marketing Lead

Summary

Join Upwork, the world’s largest work marketplace, as a Brand Marketing Lead to manage and execute brand marketing initiatives. You will develop and execute brand and go-to-market strategies, own messaging frameworks, and enhance brand reach and impact. This cross-functional role requires collaboration with various teams to ensure brand strategy scales effectively. You will lead cross-functional briefings, collaborate with creative teams, analyze campaign performance, and monitor brand health. Upwork offers a remote-first work environment with benefits including comprehensive medical coverage, unlimited PTO, a 401(k) plan with matching, 12 weeks of paid parental leave, and an Employee Stock Purchase Plan. The annual base salary range is $122,500–$174,500 USD, plus eligibility for bonuses and equity.

Requirements

• 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

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

Benefits

• Comprehensive medical coverage for you and your family
• Unlimited PTO
• A 401(k) plan with matching
• 12 weeks of paid parental leave
• An Employee Stock Purchase Plan