Senior Brand Manager

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.

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.

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