Senior Brand Manager

Upwork Inc.’s (Nasdaq: UPWK) family of companies connects businesses with global, AI-enabled talent across every contingent work type including freelance, fractional, and payrolled. This portfolio includes the Upwork Marketplace, which connects businesses with on-demand access to highly skilled talent across the globe, and Lifted, which provides a purpose-built solution for enterprise organizations to source, contract, manage, and pay talent across the full spectrum of contingent work. From Fortune 100 enterprises to entrepreneurs, businesses rely on Upwork Inc. to find and hire expert talent, leverage AI-powered work solutions, and drive business transformation. With access to professionals spanning more than 10,000 skills across AI & machine learning, software development, sales & marketing, customer support, finance & accounting, and more, the Upwork family of companies enables businesses of all sizes to scale, innovate, and transform their workforces for the age of AI and beyond.

Since its founding, Upwork Inc. has facilitated more than $30 billion in total transactions and services as it fulfills its purpose to create opportunity in every era of work. Learn more about the Upwork Marketplace at upwork.com and follow on LinkedIn, Facebook, Instagram, TikTok, and X; and learn more about Lifted at go-lifted.com and follow on LinkedIn.

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As a Senior Brand Manager, you’ll play a key role in shaping Upwork’s SMB brand strategy and driving how we show up across marketing, content, and communications. You’ll lead the development of messaging, tone of voice, and integrated brand planning that shifts perception, builds trust, and drives growth. This role requires strong cross-functional partnership, creative judgment, and a passion for storytelling that connects meaningfully with our audience. You’ll be central to ensuring our brand remains distinct, relevant, and consistently expressed across every touchpoint. Success looks like building a strong distinctive Upwork brand that connects with our audience (specifically focused on SMB's) and is embraced by the organization by aligning messaging, proof points, and tone of voice across channels to improve brand health and support growth.

Responsibilities

• Define and evolve brand positioning for the SMB audience, translating insights into clear, actionable perception goals and narrative strategy.
• Develop and maintain messaging frameworks and differentiated tone of voice guidelines that scale across teams and channels.
• Lead quarterly messaging, develop proof points and supporting claims, and drive integrated brand planning tied to core brand perceptions and business priorities.
• Own and activate a cross-functional brand calendar across launches, campaigns, research, and tentpole moments, partnering closely with Communications to connect brand priorities and company-wide narratives.
• As relevant, lead brand marketing campaigns or sponsorship initiatives from strategy through execution, ensuring alignment with brand positioning and measurable impact.
• For brand campaigns, lead creative briefings, planning forums, and alignment processes across paid and owned channel teams. 
• Act as brand guardian across marketing initiatives, ensuring strategic alignment and creative consistency.
• Use audience insights, brand tracking, and campaign performance data to refine positioning, messaging, and execution.
• Partner with Analytics and Research to define measurement frameworks and research roadmaps that demonstrate brand impact and inform ongoing strategy.
• Partner with Product Marketing to deepen and socialize a shared understanding of priority audiences, ensuring brand strategy and messaging reflect who we’re building for.

What it takes to catch our eye

• 8–10 years of experience in brand marketing, integrated marketing, or strategic communications, ideally in a high-growth or brand-led company.
• Proven ability to lead brand strategy and integrated campaigns from insight to execution.
• Deep understanding of brand positioning, audience segmentation, and storytelling across the funnel.
• Strong track record managing cross-functional workstreams, building consensus, and driving execution across paid, owned, and earned media.
• Skilled at applying AI tools for strategic tasks such as message testing, creative iteration, and synthesizing insights—demonstrating adaptive AI proficiency.
• Experience managing a team and helping them grow.

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