Brand Marketing Lead

📌 Core Information

🔹 Job Title: Brand Marketing Lead

🔹 Company: Upwork

🔹 Location: Remote

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 19, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Developing and executing brand marketing strategies to drive category expansion and brand consistency.
• Collaborating with cross-functional teams to create integrated campaigns that enhance brand awareness and customer engagement.
• Managing brand strategy and campaign development from insight to execution.
• Analyzing campaign performance and market insights to continually refine brand strategy and drive business outcomes.

ASSUMPTION: This role requires a strategic mindset, strong creative judgment, and the ability to lead cross-functional teams to deliver impactful brand marketing initiatives.

📋 Key Responsibilities

✅ Activating and operationalizing Upwork’s brand strategy across new and developing business segments.

✅ Developing positioning and messaging that aligns with company objectives and informs how Upwork shows up across campaigns, content, and communications.

✅ Partnering closely with design, content, and product teams to scale and evolve the brand identity effectively in response to new market opportunities.

✅ Developing integrated campaigns that drive category growth, brand awareness, and customer engagement.

✅ Leading cross-functional briefings and planning meetings with teams like PMM, lifecycle, advocacy, content, and growth to align on priorities, insights, and activation plans.

✅ Collaborating with cross-functional stakeholders to ensure strategic alignment and successful campaign execution.

✅ Collaborating with creative teams and agency partners to bring big ideas to life with excellence, consistency, and storytelling depth.

✅ Partnering with marketing analytics and research teams to develop reporting frameworks for integrated brand campaigns.

✅ Analyzing campaign performance and market insights to continually refine brand strategy and drive business outcomes.

✅ Monitoring brand health and key performance metrics to inform ongoing improvements.

✅ Staying attuned to market trends, audience needs, and competitor positioning to keep Upwork’s brand modern and culturally relevant.

ASSUMPTION: This role requires a strong understanding of brand positioning, audience segmentation, and full-funnel marketing to effectively manage brand strategy and campaign development.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field. MBA preferred.

Experience: 5+ years of experience in brand marketing or integrated marketing; experience in brand-led or high-growth companies preferred, B2B tech a plus.

Required Skills:

• Proven track record of managing brand strategy and campaign development from insight to execution.
• Deep understanding of brand positioning, audience segmentation, and full-funnel marketing.
• Strong experience managing integrated marketing campaigns across paid, owned, and earned channels.
• Excellent creative judgment and ability to partner with creative teams from concept through execution.
• Skilled collaborator with experience leading cross-functional workstreams and driving alignment across stakeholders.
• Highly organized with a strong operational mindset to operate in a fast-paced dynamic environment with the ability to prioritize and advance multiple projects simultaneously.
• Insight- and data-driven, with a strong grasp of measurement frameworks and performance tracking.
• Exceptional communicator and storyteller who can build persuasive narratives that inspire action.

Preferred Skills:

• Experience in B2B tech or high-growth companies.
• Fluency in multiple languages.

ASSUMPTION: Candidates should have a strong understanding of brand marketing principles and a proven track record in managing brand strategy and campaign development to be successful in this role.

💰 Compensation & Benefits

Salary Range: $122,500 - $174,500 USD per year. This range 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.

Benefits:

• Comprehensive medical coverage for you and your family.
• Unlimited PTO.
• 401(k) plan with matching.
• 12 weeks of paid parental leave.
• Employee Stock Purchase Plan.

Working Hours: Full-time position with a standard workweek of 40 hours. Upwork offers a flexible work environment with a focus on results and productivity.

ASSUMPTION: The salary range provided is an estimate based on industry standards for a brand marketing lead role in the United States. The actual salary may vary depending on the candidate's qualifications and experience.

📌 Applicant Insights

🔍 Company Context

Industry: Upwork operates in the software development industry, connecting businesses with independent talent from across the globe. The company serves clients ranging from one-person startups to large, Fortune 100 enterprises.

Company Size: Upwork is a mid-sized company with 501-1,000 employees, providing a collaborative and dynamic work environment.

Founded: Upwork was founded in 2015 and has since grown to become the world’s work marketplace, connecting businesses with independent talent in over 10,000 skills.

Company Description:

• Upwork is the world’s work marketplace that connects businesses with independent talent from across the globe.
• The company serves everyone from one-person startups to large, Fortune 100 enterprises with a powerful, trust-driven platform that enables companies and talent to work together in new ways that unlock their potential.
• Upwork’s talent community encompasses more than 10,000 skills in categories including website & app development, creative & design, customer support, finance & accounting, consulting, and operations.

Company Specialties:

• Freelancers and agencies

Company Website: https://www.upwork.com/

ASSUMPTION: Upwork’s focus on connecting businesses with independent talent creates a unique work environment that values flexibility, collaboration, and innovation.

📊 Role Analysis

Career Level: This role is a mid-level to senior position, requiring a strong understanding of brand marketing principles and a proven track record in managing brand strategy and campaign development.

Reporting Structure: The Brand Marketing Lead will report directly to the Chief Marketing Officer (CMO) and work closely with various cross-functional teams, including product marketing, creative, and growth teams.

Work Arrangement: This role is remote-friendly, offering flexibility and the opportunity to work from home or a co-working space.

Growth Opportunities:

• As Upwork continues to grow and expand, there will be opportunities for the Brand Marketing Lead to take on additional responsibilities and advance their career within the marketing department or the company as a whole.
• The Brand Marketing Lead may have the opportunity to mentor junior team members and contribute to the development of Upwork’s brand marketing team.
• Upwork’s focus on innovation and continuous improvement creates an environment where employees can learn and grow professionally.

ASSUMPTION: The Brand Marketing Lead will play a critical role in driving Upwork’s brand strategy and will have the opportunity to make a significant impact on the company’s growth and success.

🌍 Location & Work Environment

Office Type: Upwork has physical offices in San Francisco, California, and Chicago, Illinois. However, this role is remote-friendly, allowing the Brand Marketing Lead to work from home or a co-working space.

Office Location(s): 475 Brannan St, Suite 430, San Francisco, California 94107, US; 525 W Van Buren St, Suite 1100, Chicago, Illinois 60607, US

Geographic Context:

• Upwork is a global company with a remote-first workforce, connecting businesses with independent talent from around the world.
• The Brand Marketing Lead will work closely with cross-functional teams based in various time zones, requiring strong communication and collaboration skills.
• Upwork’s global presence offers the Brand Marketing Lead the opportunity to work on international campaigns and gain exposure to diverse markets.

Work Schedule: The Brand Marketing Lead will work a standard full-time schedule, with the flexibility to work remotely and manage their time effectively.

ASSUMPTION: The remote-friendly work arrangement for this role allows for greater flexibility and work-life balance, while still fostering collaboration and productivity.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the Upwork careers website.
• Phone or video screen with the HR team to discuss the role and assess cultural fit.
• In-depth interview with the hiring manager and cross-functional team members to evaluate skills and experience.
• Final interview with the CMO to discuss the role’s fit within the broader marketing strategy.

Key Assessment Areas:

• Strategic thinking and brand marketing expertise.
• Collaboration and communication skills, particularly in a remote work environment.
• Cultural fit and alignment with Upwork’s values and mission.
• Problem-solving and adaptability in a fast-paced, dynamic environment.

Application Tips:

• Tailor your resume and cover letter to highlight your brand marketing experience and relevant skills for this role.
• Include specific examples of your brand strategy and campaign development experience, demonstrating your ability to drive results and impact.
• Prepare for behavioral interview questions that focus on your experience managing brand strategy and cross-functional teams.

ATS Keywords: Brand Marketing, Integrated Marketing, Campaign Development, Brand Positioning, Audience Segmentation, Creative Collaboration, Cross-Functional Leadership, Data Analysis, Performance Tracking, Communication, Storytelling, Market Trends, Customer Engagement, Brand Strategy, Operational Mindset, Insight-Driven

ASSUMPTION: Upwork’s application process is designed to assess the candidate’s strategic thinking, brand marketing expertise, and cultural fit within the company’s remote-first work environment.

🛠️ Tools & Technologies

• Asana or similar project management tool
• Google Workspace (G Suite) for collaboration and communication
• Marketing automation and analytics platforms (e.g., Marketo, Google Analytics)
• Design and creative tools (e.g., Adobe Creative Suite, Sketch)
• Social media management platforms (e.g., Hootsuite, Sprout Social)

ASSUMPTION: The Brand Marketing Lead will be expected to have proficiency in marketing automation and analytics platforms, as well as experience with design and creative tools to manage brand strategy and campaign development.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric: Upwork prioritizes the needs and success of its customers, both businesses and independent talent.
• Inclusive: Upwork fosters a diverse and inclusive work environment, welcoming talent from around the world.
• Collaborative: Upwork values teamwork and collaboration, both internally and with its global network of independent talent.

Work Style:

• Remote-friendly: Upwork offers flexible work arrangements, allowing employees to work from home or a co-working space.
• Fast-paced and dynamic: Upwork operates in a rapidly changing environment, requiring employees to be adaptable and proactive.
• Data-driven: Upwork uses data and analytics to inform decision-making and drive business outcomes.

Self-Assessment Questions:

• Do you thrive in a remote work environment and enjoy collaborating with team members across different time zones?
• Are you comfortable working in a fast-paced, dynamic environment and adapting to change quickly?
• Do you have a strong understanding of brand marketing principles and a proven track record in managing brand strategy and campaign development?

ASSUMPTION: Upwork’s remote-friendly work environment and focus on collaboration create a unique cultural fit that values flexibility, adaptability, and strong communication skills.

⚠️ Potential Challenges

• Managing brand strategy and campaign development for a global, remote-first workforce requires strong communication and collaboration skills, as well as the ability to adapt to diverse markets and time zones.
• Upwork’s fast-paced and dynamic environment may present challenges in maintaining work-life balance and managing multiple projects simultaneously.
• The Brand Marketing Lead will need to balance strategic thinking and brand marketing expertise with strong operational and project management skills to drive results and impact.
• Upwork’s focus on innovation and continuous improvement may require the Brand Marketing Lead to learn new tools and technologies and adapt to changes in the market and industry.

ASSUMPTION: The Brand Marketing Lead will need to be adaptable, proactive, and comfortable working in a fast-paced, dynamic environment to succeed in this role.

📈 Similar Roles Comparison

• Brand Marketing Manager (Mid-level):
• Responsible for managing brand strategy and campaign development for a specific product or service line.
• Reports directly to the Brand Marketing Director or similar role.
• Focuses on tactical execution and day-to-day management of brand marketing initiatives.
• Senior Brand Marketing Manager (Senior-level):
• Oversees brand strategy and campaign development for multiple product or service lines.
• Leads and mentors junior brand marketing team members.
• Collaborates with cross-functional teams to drive brand consistency and alignment across the organization.
• Chief Marketing Officer (Executive-level):
• Sets the overall vision and strategy for the marketing department and the company’s brand.
• Works closely with the CEO and other C-level executives to drive business growth and market share.
• Oversees the brand marketing team and provides strategic guidance and direction.

ASSUMPTION: The Brand Marketing Lead role is a mid-level to senior position that requires a strong understanding of brand marketing principles and a proven track record in managing brand strategy and campaign development. The specific responsibilities and reporting structure may vary depending on the organization’s size and structure.

📝 Sample Projects

• Developing and executing a brand awareness campaign for Upwork’s freelancer platform, targeting independent talent in key markets.
• Managing the rebranding of Upwork’s enterprise solutions, ensuring consistency and alignment with the company’s overarching brand architecture.
• Collaborating with the product marketing team to launch a new service offering, creating targeted messaging and campaign materials that drive customer acquisition and engagement.

ASSUMPTION: The Brand Marketing Lead will be responsible for managing brand strategy and campaign development for various Upwork products and services, requiring strong project management and collaboration skills to deliver impactful results.

❓ Key Questions to Ask During Interview

• Can you describe the brand marketing team’s structure and how this role fits within the organization?
• How does Upwork support the professional development and growth of its brand marketing team members?
• What are the key challenges facing the brand marketing team in the next 12-24 months, and how can this role help address them?
• How does Upwork measure the success of its brand marketing initiatives, and what key performance indicators (KPIs) are most important for this role?
• What is the expected timeline for onboarding and ramping up in this role, and how will my success be measured during this period?

ASSUMPTION: Asking thoughtful and strategic questions during the interview process demonstrates your interest in the role and commitment to driving brand marketing success at Upwork.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Upwork careers website.
• Tailor your resume and cover letter to highlight your brand marketing experience and relevant skills for this role.
• Prepare for behavioral interview questions that focus on your experience managing brand strategy and cross-functional teams.
• Follow up with the Upwork HR team one week after submitting your application to inquire about the status of your application.
• If selected for an interview, be prepared to discuss your brand marketing experience and provide specific examples of your ability to drive results and impact.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.