Integrated Marketing Lead

Upwork is seeking an Integrated Marketing Lead to drive breakthrough product marketing campaigns that span the marketing funnel. Reporting to the Senior Manager of Integrated Marketing, this role will lead the day-to-day execution of go-to-market (GTM) strategies for Upwork’s product launches, ensuring they drive awareness, engagement, and business impact. The ideal candidate has experience in product marketing or integrated campaign management, is skilled at working cross-functionally, and thrives in a fast-paced, data-driven environment. This role requires a strategic mindset, strong storytelling abilities, and a deep understanding of how to bring products to market through integrated campaigns.

Responsibilities:

• Manage the development and execution of integrated product marketing campaigns that drive brand awareness, engagement, and consideration at every stage of the marketing funnel.

• Manage campaign planning and execution, ensuring all deliverables are aligned to business objectives, are on time, and optimized for performance.

• Serve as a liaison with product and product marketing teams to ensure product accuracy, oversee product messaging, and drive the development of microsites to support go-to-market initiatives.

• Support marketing brief development, ensuring clarity in objectives, audience insights, and strategic alignment across all stakeholders.

• Collaborate closely with cross-functional teams including Product Marketing, Brand, PR, Content, Social, Lifecycle Marketing, Paid Media, and Analytics to drive cohesive GTM strategies that maximize the reach of our integrated campaigns.

• Maintain and oversee integrated marketing calendars, tracking key milestones, go-live dates, and any shifts in timing while ensuring clear communication across teams.

• Analyze post-campaign performance, delivering insights and strategic recommendations to optimize future campaigns and refine GTM approaches.

• Leverage consumer and industry research to inform campaign strategy, messaging, and execution.

• Be a champion of Upwork’s brand and products, ensuring that messaging and storytelling align with Upwork’s mission and resonate with our customers.
  

What it takes to catch our eye:

• 5+ years experience in marketing, preferably in integrated marketing or product marketing roles within the tech industry.

• Strong track record of managing integrated campaigns, launching products successfully, and driving measurable impact through marketing.

• Strategic thinker with experience in writing marketing briefs and collaborating with cross-functional teams to ensure execution aligns with objectives.

• Understanding of marketing channels and how to best activate them for product campaigns.

• Data-driven mindset, with the ability to leverage insights and analytics to inform decision-making and campaign optimizations.

• Excellent communication and project management skills, adept at prioritizing tasks in a fast-moving environment.

• Highly organized, with a passion for process improvement and campaign execution excellence.

• Proficiency in Google Workspace and Slack, with bonus experience in Asana or other project management tools.

• Proactive, solution-oriented approach, with a curious mindset that inspires teams and fosters collaboration.