Senior Marketing Technology Manager

Upwork; Toronto; Hybrid; CAD 120,000 - 180,000; Full time

Job summary

Upwork Inc. is expanding its Toronto operational hub and seeks a Senior Marketing Technology Manager to shape performance marketing systems across tagging, tracking, and AI-enabled workflows. You will own GTM and analytics integrations, partner with engineering, data, legal, and privacy, and drive scalable MarTech solutions.

The role emphasizes governance, data quality, and acceleration of marketing campaigns while building automated, AI-assisted processes with human oversight.

Qualifications

• Deep expertise in marketing technology implementation across GTM, GA, pixel strategy, server-side tagging, and data layer design.
• Strong ability to lead complex cross-functional initiatives as a senior individual contributor.
• Fluency in SQL and analytics tooling with data troubleshooting experience.
• Experience partnering with engineers, data teams, and privacy/legal to embed governance into tagging and data collection.

Responsibilities

• Own Google Tag Manager end-to-end across tagging, tracking, and pixel deployment, improving signal quality and data reliability.
• Lead MarTech initiatives across tracking architecture, customer data platform integrations, consent signal orchestration, and platform onboarding.
• Build AI-enabled workflows that automate segmentation, campaign support, personalization, and marketing operations.
• Evaluate emerging AI tools and model orchestration approaches; recommend scalable solutions.
• Partner with Engineering, Data, Legal, and Privacy to embed consent, governance, and compliance in tagging and data collection.
• Translate business needs into technical requirements; establish processes to speed marketing teams.
• Author and maintain Privacy Impact Assessments and data-flow documentation with Legal and Privacy.

Skills

Google Tag Manager

Google Analytics

Pixel strategy

Server-side tagging

Data layer design

Cross-functional leadership

SQL

AI workflows

Privacy Impact Assessments

Data troubleshooting

Adaptive use of AI

Tools

Analytics tooling

Data pipelines

CRM integrations

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.

As Senior Marketing Technology Manager, you will shape the systems that power performance marketing across Paid Acquisition, Paid Social, and SEO. You will own the technical foundation behind tagging, tracking, signal quality, and platform integrations, while helping evolve our broader MarTech ecosystem across customer data, consent, and automation. This role is built for a marketing technologist who moves fluidly from problem definition to implementation to measurement, and who can turn emerging AI capabilities into reliable, governed workflows that improve speed, accuracy, and business impact. Reporting to the Head of Marketing Technology, you will operate as a senior individual contributor with broad influence across marketing, engineering, data, legal, and privacy.

Responsibilities:

• Own Google Tag Manager end-to-end across tagging, tracking, and pixel deployment, improving signal quality, match rates, and data reliability for Paid Acquisition, Paid Social, and SEO programs.
• Lead complex MarTech initiatives across tracking architecture, customer data platform integrations, consent signal orchestration, and platform onboarding, driving durable solutions that improve speed to market and campaign performance.
• Build and operationalize AI-enabled workflows that automate segmentation, campaign support, personalization, and marketing operations, with clear logic, measurable outputs, and appropriate human oversight.
• Evaluate emerging AI tools, agent frameworks, and integration patterns, including model orchestration approaches such as MCP, and recommend scalable solutions based on business value, technical feasibility, and long-term maintainability.
• Partner cross-functionally with Engineering, Data, Legal, and Privacy to embed consent, governance, and compliance requirements into tagging, data collection, and AI-assisted marketing workflows.
• Create leverage for surrounding teams by translating business needs into technical requirements, resolving operational blockers, and establishing clear processes such as office hours, intake, and prioritization that make marketing teams measurably faster.
• Author and maintain Privacy Impact Assessments and data-flow documentation for marketing data, clearly articulating where data originates, transfer mechanisms, the processing purpose, and the regulatory basis and gating controls that apply, in partnership with Legal and Privacy.

What It Takes to Catch Our Eye:

• Deep expertise in marketing technology implementation across Google Tag Manager, Google Analytics, pixel strategy, server-side tagging, and advanced data layer design, paired with strong judgment on how to improve measurement quality across paid and organic channels.
• Proven ability to lead complex cross-functional initiatives as a senior individual contributor, balancing strategic thinking with hands-on execution across MarTech, analytics, data pipelines, and stakeholder alignment.
• Strong technical fluency in SQL, analytics tooling, and data troubleshooting, with experience partnering closely with engineers and data teams to diagnose issues and build reliable, scalable solutions.
• Author and maintain Privacy Impact Assessments and data-flow documentation for marketing data, clearly articulating where data originates, the transfer mechanism used, the processing purpose, and the regulatory basis and gating controls that apply, in partnership with Legal and Privacy.
• Adaptive use of AI in technical workflows, including designing prompts, testing outputs, and integrating AI tools or agents into marketing operations to improve speed, accuracy, and execution quality while maintaining human review and accountability.
• A builder's mindset grounded in sound judgment: you know when to automate, when to simplify, and how to turn repeated pain points into systems that scale across teams instead of creating long-term operational debt.

Come change how the world works.

Upwork is establishing an operational hub in Toronto, Canada. The new office is expected to be fully operational by Q4 2026. This role will require 3 days in office once we have an office open.

This position will initially be employed through a partner to ensure a seamless hiring process while we establish the hub. Once the hub is established, there may be opportunities to transition to employment with Upwork, depending on business needs and other requirements. While employed by the partner, you'll work as part of Upwork's team, with access to our resources, culture, and growth opportunities.

Our partner will offer competitive benefits. When Upwork's hub is established, we will be excited to offer employment and benefits directly as business needs require.

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.

We use BrightHire, an AI-enabled tool, to record interviews and summarize interview transcripts. The tool allows the interviewer to focus on the discussion and does not score or evaluate candidates or make recommendations. The interview transcripts are reviewed, and decisions are only made by humans. Candidates who prefer not to have their interview recorded through BrightHire can opt out when the interview is scheduled.

To learn more about how Upwork processes and protects your personal information as part of the application process, please review our Global Job Applicant Privacy Notice and the Applicant Privacy Addendum (Canada).