Lead, Lifecycle Marketing - Growth & Acquisition

Upwork; Toronto; Hybrid; CAD 90,000 - 130,000; Full time

Benefits offered by this job

Healthcare coverage

RRSP/DPSP

Mental health support

Wellness reimbursement

Supplemental vacation

Employee Stock Purchase Plan

Job summary

Upwork is seeking a Lifecycle Marketing Lead, Growth & Acquisition to own high-impact lifecycle programs, drive the new-client acquisition gap closed, and grow SMB engagement. You will manage outbound prospecting, always-on content, and marketing operations—from data enrichment to sequencing and reporting—working with cross-functional teams.

You’ll translate performance signals into actionable recommendations for leadership and help Upwork advance its 2026 priorities with a senior, influential

Qualifications

• Several years in B2B lifecycle, outbound, or growth marketing with end-to-end ownership.
• Strong strategic judgment and structured thinking for ambiguous goals.
• Hands-on marketing ops and data skills with ABM experience.
• Knowledge of Salesforce CRM and data hygiene practices.
• Experience using AI to accelerate drafting, analysis, and segmentation.

Responsibilities

• Lead the outbound prospecting pilot end to end: list building, sequencing, deliverability, messaging, and scale decisions.
• Build and manage the outbound tech stack: UnifyGTM, Clay, and Salesforce integration.
• Partner with sales and services to define lead quality and quick handoffs.
• Set up tracking from sends to opportunities and flag data gaps.
• Own lifecycle marketing strategy across programs, with success metrics and momentum.
• Set editorial direction for lifecycle initiatives and content calendars.
• Translate performance insights into leadership-ready narratives.
• Collaborate across product marketing, marketing tech, analytics, and creative.
• Use AI-enabled enrichment, scoring, and segmentation responsibly to accelerate analysis.

Skills

B2B lifecycle

Outbound marketing

ABM programs

Sales engagement tools

Data hygiene

Salesforce

AI tools

Storytelling

Tools

Clay

UnifyGTM

Salesforce

CRM

Job description

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 us on LinkedIn, Facebook, Instagram, TikTok, and X; and learn more about Lifted at Go-Lifted and follow on LinkedIn.

Lifecycle Marketing is a horizontal team that shapes how we engage clients and talent across the full journey, and this role sits in our demand-side acquisition lane. We’re hiring a Lifecycle Marketing Lead, Growth & Acquisition to own high-impact lifecycle programs that help close the new-client acquisition gap through smarter demand capture and stronger engagement with SMB audiences. You’ll lead key initiatives across outbound prospecting and always-on content, translate performance signals into clear recommendations, and help shape how lifecycle marketing contributes to Upwork’s 2026 priorities. This is a senior individual contributor role for someone who can independently drive outcomes, build alignment across functions, and advise leadership in a high-visibility area.

Lifecycle Marketing is a horizontal team that shapes how we engage clients and talent across the full journey, and this role sits in our demand-side acquisition lane. We're hiring a Lifecycle Marketing Lead, Growth & Acquisition to own high-impact lifecycle programs that help close the new-client acquisition gap through smarter demand capture and stronger engagement with SMB audiences. You'll lead key initiatives across outbound prospecting and always-on content, and you'll build and run the marketing operations behind them yourself, from B2B data and enrichment to sequencing and reporting. You'll translate performance signals into clear recommendations and help shape how lifecycle marketing contributes to Upwork's 2026 priorities. This is a senior individual contributor role for someone who can independently drive outcomes, build alignment across functions, and advise leadership in a high-visibility area.

Responsibilities

• Lead the outbound prospecting pilot end to end, including list building, sequencing, deliverability, messaging direction, vendor partnership, and a clear recommendation on whether and how to scale the motion.
• Build and manage the outbound tech stack hands-on: run sequences and sends in UnifyGTM as our email service provider, enrich and clean account and contact data in Clay, and keep lead and account data in sync with Salesforce.
• Partner closely with sales and our managed services team to define lead quality, hand off accounts quickly, and use rep feedback to refine targeting and messaging.
• Set up and maintain tracking and reporting so results flow from sends to opportunities to first hires, and flag data or measurement gaps before they affect decisions.
• Own and drive lifecycle marketing strategy across a portfolio of programs, setting direction, defining success metrics, monitoring performance, and adjusting plans when results fall short.
• Set editorial and content direction across lifecycle marketing initiatives, including managing the ad hoc content calendar and supporting content marketing efforts in partnership with cross-functional teams.
• Translate program performance into clear, decision-ready narratives for leadership, surfacing insights, tradeoffs, and recommendations rather than simple status updates.
• Partner across product marketing, marketing technology, analytics, and creative to align priorities, remove blockers, and keep high-impact programs moving with clarity and momentum.
• Use data and AI-enabled tools, including AI-assisted enrichment, scoring, and segmentation in Clay, to accelerate analysis and refine messaging while maintaining sound judgment and quality standards.

What It Takes to Catch Our Eye

• Several years of B2B lifecycle, outbound, account-based, or growth marketing experience with a track record of owning programs end to end and driving measurable business outcomes.
• Strong strategic judgment and structured thinking. You can take an ambiguous goal, define the problem and success criteria, and bring forward clear options with a recommendation.
• Hands‑on marketing ops and data skills. You have built and run outbound or ABM programs yourself, including list sourcing, enrichment, and data hygiene, and you can explain how data moves between tools.
• Working knowledge of B2B data and Salesforce CRM, including how to keep accounts, contacts, and opportunities clean and how to exclude existing customers and open deals from outreach.
• Experience with email sequencing and sales engagement tools, plus familiarity with enrichment tools like Clay (UnifyGTM and Clay specifically are a plus).
• Strong storytelling and influence skills, with the ability to represent work confidently in cross-functional forums and build alignment without relying on formal authority.
• Experience using AI tools to accelerate drafting, analysis, segmentation, or planning workflows, paired with the judgment to review outputs critically and refine them for accuracy, relevance, and brand quality.
• Bonus points for experience with a modern customer engagement platform and CDP such as Braze and HighTouch, in-product notifications, and building programs that target SMB audiences.

Come change how the world works.

Upwork is establishing its first international operational hub in Toronto, Canada, and this role will require 3 days per week in office.

We’re proud to offer benefits that go beyond the basics, including healthcare coverage for you and your family, RRSP/DPSP retirement plans, mental health support, wellness reimbursement program, supplemental vacation, and an Employee Stock Purchase Plan.

Upwork is committed to building a diverse, inclusive, and equitable workforce. Employment decisions are made without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or any other status protected by applicable law.

The annual base salary range for this position is displayed below. The range displayed reflects the minimum and maximum salary for this position, 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.