Sr. Director, Marketplace Experience Marketing

📌 Core Information

🔹 Job Title: Senior Director, Marketplace Experience Marketing

🔹 Company: Upwork

🔹 Location: Remote

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: July 3, 2025

🔹 Experience Level: 15+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Leading teams responsible for product marketing touchpoints across Upwork's self-serve marketplace
• Defining and executing an integrated go-to-market and lifecycle strategy to support Upwork’s marketplace tiers
• Optimizing the full customer journey, from registration to long-term loyalty, to drive business outcomes
• Collaborating with cross-functional teams, including Product, UX, and Analytics, to shape customer experiences

ASSUMPTION: This role requires a strategic, customer-obsessed leader with a proven track record in lifecycle, growth, or product marketing to drive measurable adoption, engagement, and monetization.

📋 Key Responsibilities

✅ Define the marketplace experience vision and own all product marketing touchpoints, including onboarding, in-product messaging, lifecycle campaigns, and feature launches

✅ Lead lifecycle marketing across channels, defining messaging moments and ensuring every touchpoint drives connection, clarity, and value

✅ Drive strategic planning and operationalize growth execution, translating high-level goals into executional roadmaps and funnel programs

✅ Improve funnel health by defining and tracking KPIs, identifying bottlenecks, and driving roadmaps to remove them

✅ Champion customer-centricity by bridging customer feedback and product leaders to drive holistic improvements to Upwork's product

✅ Enable executive clarity by supporting go-to-market storytelling in exec-level forums with clear narratives around funnel impact and experience improvements

ASSUMPTION: Success in this role requires a deep understanding of customer journey design, onboarding UX, PLG mechanics, and behavioral targeting, as well as strong leadership, data fluency, and executive communication skills.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)

Experience: 15+ years of experience in lifecycle, growth, or product marketing, ideally in a high-scale customer-centric business

Required Skills:

• Proven success in product adoption, onboarding, lifecycle engagement, and communications that drive retention and revenue
• Experience crafting a voice that connects brand to business and designing messaging strategies that resonate across channels and segments
• Strong leadership skills; ability to build and inspire multi-disciplinary teams
• Data fluency; ability to interpret KPIs and turn insights into action
• Experience with operational planning and go-to-market strategy across functions
• Executive communication skills; clear, concise, and grounded in impact
• Familiarity with Martech tools, customer segmentation, and growth KPIs
• Passion for shaping how customers experience and succeed on a platform

Preferred Skills:

• Experience with behavioral targeting and PLG mechanics
• Familiarity with Upwork's platform and marketplace

ASSUMPTION: While not explicitly stated, a master's degree in a relevant field or equivalent experience may be beneficial but not required for this role.

💰 Compensation & Benefits

Salary Range: $195,000 - $308,000 USD per year (based on provided range)

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, with a flexible schedule

ASSUMPTION: The provided salary range is based on Upwork's pay transparency and may vary depending on the candidate's skills, qualifications, experience, and location.

📌 Applicant Insights

🔍 Company Context

Industry: Upwork operates in the software development industry, connecting businesses with independent talent from across the globe

Company Size: Upwork has 501-1,000 employees, providing a mid-sized company environment with opportunities for growth and impact

Founded: Upwork was founded in 2015, with a mission to create economic opportunities for professionals worldwide

Company Description:

• Upwork is the world’s work marketplace, connecting businesses with independent talent in over 10,000 skills
• The company serves clients ranging from one-person startups to large, Fortune 100 enterprises
• Upwork's platform enables companies and talent to work together in new ways that unlock their potential

Company Specialties:

• Freelancers and agencies

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

ASSUMPTION: Upwork's focus on connecting businesses with independent talent makes it a unique platform for freelancers and agencies to find opportunities and for businesses to access expert talent.

📊 Role Analysis

Career Level: This role is a senior-level position, requiring extensive experience and leadership skills

Reporting Structure: The Senior Director of Marketplace Experience Marketing will likely report directly to the Chief Marketing Officer or a similar executive role

Work Arrangement: This role is remote-friendly, with the option to work from anywhere in the United States

Growth Opportunities:

• As a senior-level role, this position offers opportunities to grow within the marketing organization or take on broader responsibilities as the company expands
• The role's focus on strategic planning and go-to-market strategy may lead to future leadership or executive opportunities

ASSUMPTION: Given Upwork's growth and expansion, there may be opportunities for the right candidate to grow within the organization or take on additional responsibilities as the company evolves.

🌍 Location & Work Environment

Office Type: Upwork has physical offices in San Francisco, California, and Chicago, Illinois, but this role can be performed remotely

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's remote-friendly policy allows employees to work from anywhere in the United States, providing flexibility and work-life balance
• The company's physical offices are located in major metropolitan areas, offering access to urban amenities and networking opportunities
• Upwork's global talent pool and client base provide exposure to diverse perspectives and international markets

Work Schedule: Full-time, with a flexible schedule that may include core working hours and asynchronous communication to accommodate remote team members

ASSUMPTION: Upwork's remote-friendly policy and flexible work schedule enable employees to balance their personal and professional lives while maintaining productivity and collaboration.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• In-depth behavioral and skills-based interviews with cross-functional stakeholders
• Final interview with the Chief Marketing Officer or another senior leader
• Background check (if applicable)

Key Assessment Areas:

• Strategic thinking and go-to-market planning
• Customer-centric mindset and ability to understand and advocate for customer needs
• Leadership skills and team management capabilities
• Data fluency and ability to interpret and act on KPIs
• Executive communication skills and ability to influence stakeholders

Application Tips:

• Tailor your resume and cover letter to highlight your experience in lifecycle, growth, or product marketing, as well as your ability to drive measurable adoption, engagement, and monetization
• Prepare examples of your past successes in product adoption, onboarding, lifecycle engagement, and communications that have driven retention and revenue
• Research Upwork's platform and marketplace to demonstrate your understanding of the company and its offerings

ATS Keywords: Lifecycle Marketing, Growth Marketing, Product Marketing, Customer Journey Design, Onboarding UX, PLG Mechanics, Behavioral Targeting, Leadership, Data Fluency, Operational Planning, Go-to-Market Strategy, Executive Communication, Martech Tools, Customer Segmentation, Growth KPIs, Customer-Centricity, Strategic Planning

ASSUMPTION: Upwork's application process is designed to assess candidates' strategic thinking, customer-centric mindset, leadership skills, data fluency, and executive communication skills, as these are critical for success in this role.

🛠️ Tools & Technologies

• Marketing automation and CRM platforms (e.g., Marketo, Salesforce)
• Customer data platforms (e.g., Segment, Tealium)
• Analytics and data visualization tools (e.g., Google Analytics, Tableau)
• Project management and collaboration tools (e.g., Asana, JIRA, Slack)

ASSUMPTION: The specific tools and technologies used by Upwork may vary depending on the team and role, but the listed examples are common in marketing and product management roles.

👔 Cultural Fit Considerations

Company Values:

• Customer-centricity: Upwork prioritizes understanding and meeting the needs of its customers
• Integrity: The company values honesty, transparency, and ethical behavior in all aspects of its operations
• Collaboration: Upwork fosters a culture of teamwork and cross-functional collaboration to drive success

Work Style:

• Remote-friendly and flexible work arrangements
• Data-driven decision-making and continuous improvement
• Strategic and innovative thinking to drive business growth

Self-Assessment Questions:

• How have you successfully advocated for customer needs in previous roles, and how would you apply this skill at Upwork?
• How do you balance remote work and collaboration to maintain productivity and engagement with your team?
• How have you driven strategic planning and go-to-market strategy in previous roles, and how would you approach this at Upwork?

ASSUMPTION: Upwork's culture values customer-centricity, integrity, and collaboration, and candidates should be prepared to demonstrate their alignment with these principles during the interview process.

⚠️ Potential Challenges

• The role requires managing multiple teams and stakeholders, which may present challenges in terms of communication, alignment, and decision-making
• Upwork's remote-friendly policy may require candidates to be self-motivated and able to work independently, as well as comfortable with asynchronous communication
• The role's focus on driving measurable adoption, engagement, and monetization may involve experimentation, iteration, and continuous improvement, which can be challenging and time-consuming
• The role may require candidates to be comfortable working with data and analytics to inform decision-making and track progress

ASSUMPTION: While Upwork offers a flexible and remote-friendly work environment, candidates should be prepared to navigate the unique challenges that come with managing multiple teams and driving measurable results in a remote setting.

📈 Similar Roles Comparison

• Compared to other senior-level marketing roles, this position places a greater emphasis on lifecycle marketing, customer journey design, and behavioral targeting
• Upwork's focus on connecting businesses with independent talent sets it apart from other platforms and marketplaces, offering unique opportunities and challenges for marketing professionals
• This role may provide more opportunities for growth and impact than similar roles at smaller or less-established companies, given Upwork's size and market position

ASSUMPTION: Candidates should research similar roles at other companies to understand the unique aspects of this position and how it compares to other opportunities in the market.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new marketplace tier or feature, driving measurable adoption, engagement, and monetization
• Optimizing the onboarding experience for new users, improving activation rates and reducing churn
• Designing and implementing lifecycle campaigns to drive repeat usage, upsell/cross-sell, and long-term loyalty

ASSUMPTION: These sample projects illustrate the strategic and tactical aspects of the role, highlighting the importance of both high-level planning and hands-on execution.

❓ Key Questions to Ask During Interview

• How does Upwork measure the success of its marketplace experience marketing efforts, and how would this role contribute to those metrics?
• Can you describe the team structure and dynamics of the teams I would be working with in this role?
• How does Upwork foster a customer-centric culture, and how would this role contribute to that mission?
• What opportunities are there for growth and development within this role and the marketing organization at Upwork?
• How does Upwork support remote work and collaboration, and what resources are available to ensure success in a remote setting?

ASSUMPTION: These interview questions are designed to provide insight into the role's responsibilities, team dynamics, company culture, and growth opportunities, as well as Upwork's approach to remote work and collaboration.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the Upwork job board
• Tailor your resume and cover letter to highlight your experience in lifecycle, growth, or product marketing, as well as your ability to drive measurable adoption, engagement, and monetization
• Prepare examples of your past successes in product adoption, onboarding, lifecycle engagement, and communications that have driven retention and revenue
• Research Upwork's platform and marketplace to demonstrate your understanding of the company and its offerings
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

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