Senior Director, Marketplace Experience Marketing

Summary

Join Upwork as a Senior Director of Marketplace Experience Marketing and lead teams responsible for product marketing across our self-serve marketplace. You will own and optimize the customer journey, turning registrations into customers and fostering engagement. Lead teams focused on product and lifecycle marketing, building branded experiences that drive business outcomes, including onboarding, repeat usage, and loyalty. Collaborate with Product, UX, and Analytics to shape customer engagement. Define the Marketplace Experience Vision, own all product marketing touchpoints, and lead lifecycle marketing across channels. Drive strategic planning, operationalize growth execution, and improve funnel health by identifying and removing bottlenecks. Champion customer-centricity and enable executive clarity by supporting GTM storytelling.

Requirements

• 15+ years of experience in lifecycle, growth, or product marketing, ideally in a high-scale cutomer-centric business
• Proven success owning product adoption, onboarding, lifecycle engagement, and communications that directly drive retention and revenue
• Experience crafting a voice that connects brand to business, and designing messaging strategies that resonate across channels and segments
• Deep understanding of customer journey design, onboarding UX, PLG mechanics, and behavioral targeting
• Strong leadership skills; ability to build and inspire multi-disciplinary teams
• Data fluency; ability to interpret KPIs and turn insights into action
• Experience with operational planning and GTM strategy across functions
• Executive communication skills; clear, concise, and grounded in impact
• Familiarity with Martech tools, customer segmentation, and growth KPIs
• Passion for shaping how customers experience and succeed on a platform

Responsibilities

• Define the Marketplace Experience Vision: Lead the creation and execution of an integrated GTM and lifecycle strategy that supports Upwork’s marketplace tiers and drives measurable adoption, engagement, and monetization
• Own All Product Marketing Touchpoints: Lead marketing strategy and execution across onboarding, in-product messaging, lifecycle campaigns, and feature launches
• Lead Lifecycle Marketing Across Channels: Own the end-to-end lifecycle strategy for both clients and freelancers, including off-platform communication and engagement. Define the calendar of messaging moments and work across brand, creative, and product to ensure every touchpoint drives connection, clarity, and value
• Drive Strategic Planning: Own GTM planning across the organization to align product launch, lifecycle and adoption motions with corporate objectives and marketplace evolution
• Operationalize Growth Execution: Translate high-level goals into executional roadmaps and funnel programs, ensuring conversion metrics improve across tiers, categories, and lifecycle stages
• Improve Funnel Health: Define and track KPIs across registration, activation, hiring, and repeat usage. Identify bottlenecks and drive the roadmap to remove them
• Champion Customer-Centricity: Be the bridge between customer feedback and product leaders to drive holistic improvements to our product. Ensure messaging is grounded in customer needs and expectations, reflects good segmentation, and uses data signals
• Enable Executive Clarity: Support GTM storytelling in exec-level forums—board decks, business reviews, and company-wide updates—with clear narratives around funnel impact and experience improvements

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