Overview

Upwork ($UPWK) is the world’s work marketplace. We serve everyone from one-person startups to large, Fortune 100 enterprises with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential.

Last year, more than $3.8 billion of work was done through Upwork by skilled professionals who are gaining more control by finding work they are passionate about and innovating their careers.

We are seeking a highly motivated and experienced Director, Integrated Marketing to lead our Integrated Marketing team. This role will require a strategic thinker with strong operational instincts and deep experience in leading a unified, cross-functional marketing approach that creates a consistent brand image and voice across all marketing channels. The Director will serve as the nucleus for the Marketing team in identifying opportunities for synergy and connection across channels and programs, and both architect and deliver integrated marketing efforts that grow awareness, shift perception, inspire usage and grow the business. This role reports to the VP of Brand & Product Marketing and will lead a team of integrated marketers.

Your Responsibilities:

  • Define the go-to-market strategy, value proposition, and positioning and messaging to support market awareness, demand generation, acquisition and conversion
  • Improve brand consistency and recognition by driving clarity around positioning and strategy
  • Own the annual marketing activation plan – synthesize business objectives, identify the right moments in which to position Upwork and build campaigns around these moments to drive business impact
  • Build bold brand narratives about the Upwork brand, products, and broader company vision
  • Lead the development and execution of go-to-market strategies to support brand strategy and build brand relevance through integrated marketing campaigns, programs, and tentpole moments that drive results at each stage of the marketing funnel
  • Oversee integrated marketing brief development, campaign planning, go-to-market planning, and oversight of execution / implementation setting clear criteria for evaluating the work + impact
  • Serve as the keeper of brand knowledge (customer, audience, market, competitors, etc.)
  • Develop our brand framework, message maps, brand briefs, brand architecture and brand training
  • Provide thought leadership on industry trends and emerging technologies to inform the company’s strategic direction
  • Work cross-functionally to bring innovative campaigns and marketing initiatives to life across all channels
  • Set strategic vision for channel inclusion, messaging, and asset creation for all major cross functional efforts
  • Assess cross functional plans to ensure they are ‘on-brief’ and ensure executional excellence across channels
  • Develop and execute integrated marketing strategy and long term planning
  • Develop strong cross-functional relationships across Strategy, Creative, Product Marketing, Marketing Insights and Marketing Channel Partners
  • Partner closely with Creative and external agencies to bring the brand to life, serving as both the client and steward of making strategic, breakthrough marketing campaigns

What it takes to catch our eye:

  • Experience working as an Account Director in creative/brand agencies, as well as experience working in-house in integrated or brand marketing.
  • At least 10 years of experience in developing and taking to market integrated marketing campaigns
  • Expert at writing strategic briefs, synthesizing business objectives into marketing plans and working closely with creative teams to ensure work is delivering against the brief.
  • Consistently leverages data, analytics, insights and metrics to propel brand strategy and execute compelling GTM for marketing programs that deliver measurable impact.
  • Track record of operational excellence, with strong project management and organizational skills
  • Extraordinary interpersonal and communication skills, cultivator of strong cross-functional relationships.
  • Inspires creative thinking and a “make it happen” mindset at all levels within their organization.
  • Forward-thinking, analytical and problem-solving mindset; experience in navigating fast-paced, ambiguous environments
  • Excellent written and verbal communication skills.
  • Experience leading and developing direct as well as cross-functional teams
  • Ability to synthesize complex concepts in pithy and insightful ways
  • Experience in media planning and agency management

The annual base salary for this position in California and Washington ranges from $145,000- $230,000. The range displayed reflects the minimum and maximum salary for this position in California and Washington, and individual base pay will depend on your skills, qualifications, experience, and location. Additionally, this position is eligible for the annual bonus plan or sales incentive plan and eligibility to participate in our long term equity incentive program.

Come change how the world works.

At Upwork, you’ll shape talent solutions for how the world works today. We are a remote-first organization working together to create exciting remote work opportunities for a global community of professionals.  While we have physical offices in San Francisco and Chicago, currently we also support hiring of corporate full-time employees in 19 states in the United States. Please speak with a member of our recruitment team to determine whether you are located in a state in which we are hiring corporate full-time employees.

At the core of our vibrant culture are shared values that form the foundation of our organization. These values revolve around trust, risk-taking, customer focus, and excellence. Our overarching mission is to create economic opportunities so that people have better lives. We foster an environment where individuals are encouraged to bring their authentic selves to work, nurturing personal and professional growth through development opportunities, mentorship programs, and participation in Upwork Belonging Communities.

We take pride in providing exceptional benefits to our employees. These include comprehensive medical insurance coverage for both you and your family, unlimited paid time off, a 401(k) plan with matching contributions, 12 weeks of paid parental leave, and an Employee Stock Purchase Plan. To explore these benefits in detail, as well as gain insights into our company values, working principles, and the overall employee experience, we invite you to visit our Life at Upwork page.

Upwork is proudly committed to recruiting and retaining a diverse and inclusive workforce. As an Equal Opportunity Employer, we never discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical condition), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics.