Brand Marketing Lead

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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.