VP, Marketing

Upwork; Palo Alto (CA); Hybrid; USD 150,000 - 200,000; Full time

Benefits offered by this job

Comprehensive medical coverage

Unlimited PTO

401(k) plan with matching

12 weeks of paid parental leave

Employee Stock Purchase Plan

Job summary

A leading remote work platform is seeking a Vice President of Marketing to drive its marketing strategy and growth initiatives. This senior executive role focuses on enhancing the marketing systems for SMB and mid-market customers. Responsibilities include leading performance marketing efforts, improving operational efficiency, and collaborating with multiple departments to optimize the customer journey. Candidates should have extensive experience in performance marketing and proven success in a scalable marketplace environment.

Qualifications

• Deep experience building and scaling performance‑led growth systems.
• Proven track record of operating at an enterprise level.
• Strong command of paid acquisition and marketing analytics.
• Experience integrating multiple marketing disciplines effectively.
• Fluency in data, experimentation, and marketing analytics.

Responsibilities

• Own and scale the Marketplace growth system for SMB and mid-market customers.
• Drive a step‑change in how Marketing operates by scaling experimentation.
• Define and lead the long‑term vision for Marketing.
• Lead performance marketing and demand generation across channels.
• Operate as an enterprise leader, influencing company strategy.

Skills

Performance marketing

Data analysis

SEO

Funnel optimization

Lifecycle marketing

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.

About the role

We are seeking a Vice President of Marketing to lead and scale the company’s end‑to‑end marketing function, with a clear mandate: build a durable, performance‑driven growth engine that delivers measurable business outcomes.

This role sits at the center of Marketplace performance, accountable for the systems that drive acquisition, activation, and monetization across SMB and mid‑market customers—and for ensuring those systems scale efficiently and predictably.

We have strong foundations: a scaled marketplace, global supply, and growing demand across key AI categories. What’s needed now is a step‑change in how we convert that demand into durable growth.

This is a senior executive role with significant autonomy and company‑wide influence. You will lead a multi‑disciplinary organization and partner closely with Product, Engineering, Data Science, and Finance to improve the full customer journey.

Responsibilities

• Own and scale the Marketplace growth system for SMB and mid‑market customers, translating company strategy into a multi‑year, integrated operating plan across acquisition, activation, engagement, and monetization, with clear accountability to business outcomes such as GSV per active client and overall company growth.
• Drive a step‑change in how Marketing operates by scaling experimentation, improving efficiency, and building a more integrated, high‑performing system across all disciplines.
• Define and lead the long‑term vision, strategy, and execution roadmap for Marketing, positioning the function as a core driver of growth, profitability, and competitive differentiation aligned to Upwork’s enterprise priorities.
• Lead performance marketing and demand generation across channels—including paid, organic, lifecycle, and emerging surfaces—focusing on high‑intent demand capture, efficient acquisition, faster time‑to‑first‑hire, and long‑term customer value.
• Oversee Product Marketing, Brand, and Content to ensure clear positioning, strong trust signals, and a seamless path from discovery to hire for SMB and mid‑market buyers.
• Operate as an enterprise leader, influencing company strategy, investment decisions, and cross‑functional priorities as a member of the extended leadership team.

What it takes to catch our eye

• Deep experience building and scaling performance‑led growth systems, with demonstrated ownership of acquisition efficiency, funnel optimization, and long‑term customer value in a scaled marketplace or platform business.
• Proven track record of operating at an enterprise level, setting vision and strategy for a marketing function or business unit, and delivering measurable impact on company growth and financial performance.
• Strong command of paid acquisition, SEO, lifecycle marketing, and experimentation, with the ability to translate data into clear decisions, tradeoffs, and investment strategies.
• Experience integrating multiple marketing disciplines (performance, brand, product marketing, content) into a cohesive, high‑impact system aligned to business outcomes.
• Deep experience serving SMB and/or mid‑market business customers, with a strong understanding of buyer intent, urgency, budget sensitivity, and the need for fast, trusted outcomes.
• Fluency in data, experimentation, and marketing analytics, with the ability to partner effectively with analytics and finance to guide forecasting, capital allocation, and ROI decisions.
• Comfort operating in an AI‑forward environment, using AI to accelerate analysis, experimentation, and execution while applying strong judgment to guide decisions.
• A leadership style grounded in clarity, accountability, and outcomes, with the ability to align cross‑functional leaders and deliver results at scale through others.

Come change how the world works.

At Upwork, you’ll shape the future of work for a global, remote‑first workforce, creating economic opportunities for professionals worldwide. While we have a physical office in Palo Alto, we currently hire full‑time employees in 34 U.S. states, making it easier than ever to join our mission from wherever you call home.

Our culture is built on trust, risk‑taking, customer focus, and excellence, all in service of our core mission: to create economic opportunities so people have better lives. We embrace authenticity and inclusion, encouraging everyone to bring their whole selves to work. Personal and professional growth is a priority here, supported through development programs, mentorship, and our Upwork Belonging Communities.

We’re proud to offer benefits that go beyond the basics, including comprehensive medical coverage for you and your family, unlimited PTO, a 401(k) plan with matching, 12 weeks of paid parental leave, and an Employee Stock Purchase Plan. Visit our Life at Upwork page to learn more about our values, working principles, and the overall employee experience.

Ready to help shape the future of work? Check out our Careers page to learn more about opportunities at Upwork.

Upwork is an Equal Opportunity Employer committed to recruiting and retaining a diverse and inclusive workforce. We do not discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, or other legally protected characteristics under federal, state, or local law.

Please note that a criminal background check may be required once a conditional job offer is made. Qualified applicants with arrest or conviction records will be considered in accordance with applicable law, including the California Fair Chance Act and local Fair Chance ordinances.

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.

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