Upwork - VP, Marketing

• Own and scale the Marketplace growth system for SMB and mid-market customers, translating company strategy into a multi-year, integrated operating plan across acquisition, activation, engagement, and monetization, with clear accountability to business outcomes such as GSV per active client and overall company growth. • Drive a step-change in how Marketing operates by scaling experimentation, improving efficiency, and building a more integrated, high-performing system across all disciplines. • Define and lead the long-term vision, strategy, and execution roadmap for Marketing, positioning the function as a core driver of growth, profitability, and competitive differentiation aligned to Upwork’s enterprise priorities. • Lead performance marketing and demand generation across channels - including paid, organic, lifecycle, and emerging surfaces - with a focus on high-intent demand capture, efficient acquisition, faster time-to-first-hire, and long-term customer value. • Oversee Product Marketing, Brand, and Content to ensure clear positioning, strong trust signals, and a seamless path from discovery to hire for SMB and mid-market buyers. • Operate as an enterprise leader, influencing company strategy, investment decisions, and cross-functional priorities as a member of the extended leadership team. • What it takes to catch our eye • Deep experience building and scaling performance-led growth systems, with demonstrated ownership of acquisition efficiency, funnel optimization, and long-term customer value in a scaled marketplace or platform business. • Proven track record of operating at an enterprise level, setting vision and strategy for a marketing function or business unit, and delivering measurable impact on company growth and financial performance. • Strong command of paid acquisition, SEO, lifecycle marketing, and experimentation, with the ability to translate data into clear decisions, tradeoffs, and investment strategies. • Experience integrating multiple marketing disciplines (performance, brand, product marketing, content) into a cohesive, high-impact system aligned to business outcomes. • Deep experience serving SMB and/or mid-market business customers, with a strong understanding of buyer intent, urgency, budget sensitivity, and the need for fast, trusted outcomes. • Fluency in data, experimentation, and marketing analytics, with the ability to partner effectively with analytics and finance to guide forecasting, capital allocation, and ROI decisions. • Comfort operating in an AI-forward environment, using AI to accelerate analysis, experimentation, and execution while applying strong judgment to guide decisions. • A leadership style grounded in clarity, accountability, and outcomes, with the ability to align cross-functional leaders and deliver results at scale through others. • 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 34 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 everyone to bring their whole selves to work. Personal and professional growth is a priority here, supported through development programs, mentorship, and our Upwork Belonging Communities. • We’re proud to offer benefits that go beyond the basics, including comprehensive medical coverage for you and your family, unlimited PTO, a 401(k) plan with matching, 12 weeks of paid parental leave, and an Employee Stock Purchase Plan. Visit our Life at Upwork page to learn more about our values, working principles, and the overall employee experience. • Ready to help shape the future of work? Check out our Careers page to learn more about opportunities at Upwork.