Sr. Director, Product Marketing

📌 Core Information

🔹 Job Title: Sr. Director, Product Marketing

🔹 Company: Upwork

🔹 Location: Remote

🔹 Job Type: Full-time

🔹 Category: Software Development

🔹 Date Posted: May 8, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Remote OK

🚀 Job Overview

Key aspects of this role include:

• Developing and executing innovative product marketing strategies to drive acquisition, engagement, and revenue growth
• Leading and mentoring a high-performing product marketing team
• Collaborating cross-functionally with product, UX, marketing channel teams, and other stakeholders
• Crafting compelling narratives and value propositions grounded in customer insights and competitive intelligence

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of product marketing to drive business outcomes in a dynamic, cross-functional environment.

📋 Key Responsibilities

✅ Develop and execute the overall product marketing strategy to drive product adoption, revenue growth, and customer satisfaction across multiple business units

✅ Build, lead, and mentor a high-performing product marketing team, ensuring alignment with Upwork’s strategic goals and commitment to excellence

✅ Partner closely with product management, UX, analytics, finance, and marketing channel teams to define audiences, go-to-market strategies, positioning, messaging, and product launch plans

✅ Craft compelling narratives and differentiated value propositions grounded in customer insights and competitive intelligence

✅ Define and track key performance indicators (KPIs) to measure the success of product marketing initiatives, using data to optimize strategies and programs

✅ Lead customer segmentation, persona development, and journey mapping initiatives to ensure deep alignment between product offerings and market needs

✅ Advocate for customer needs internally and champion novel strategies to simplify user experiences and drive business outcomes

✅ Drive cross-channel GTM that can deliver on customer acquisition and build word-of-mouth, partnering with product to ensure we’re meeting the market

ASSUMPTION: This role involves a mix of strategic planning, cross-functional collaboration, and data-driven decision making to achieve business objectives and drive product success.

🎯 Required Qualifications

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

Experience: Proven experience leading high-performing product marketing teams in a fast-paced, cross-functional environment

Required Skills:

• Exceptional ability to develop and execute data-driven marketing strategies that drive measurable business impact
• Strong storytelling, communication, and influencing skills, with the ability to align diverse stakeholders around a common vision
• Deep understanding of customer-centric marketing practices, and a passion for building exceptional customer experiences
• Demonstrated track record of operating with a growth mindset, embracing innovation, and balancing long-term strategic thinking with short-term execution

Preferred Skills:

• Experience in the software development or freelancing industry
• Fluency in multiple languages

ASSUMPTION: Candidates should possess a strong blend of strategic, analytical, and communication skills, with a proven track record in product marketing and team leadership.

💰 Compensation & Benefits

Salary Range: $195,000 - $275,000 USD per year (based on experience and location)

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 (40 hours/week) with flexible scheduling

ASSUMPTION: The salary range provided is an estimate based on industry standards for a senior-level product marketing role in the software development industry. Final compensation will depend on the candidate's skills, qualifications, experience, and location.

📌 Applicant Insights

🔍 Company Context

Industry: Upwork operates in the software development and freelancing industry, connecting businesses with independent talent worldwide. 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 dynamic and collaborative work environment.

Founded: Upwork was founded in 2015 and has since grown to become the world’s work marketplace, facilitating over $20 billion in economic opportunity for professionals worldwide.

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
• 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: www.upwork.com

ASSUMPTION: Upwork’s focus on connecting businesses with independent talent makes it an attractive option for companies seeking flexible, remote, or specialized workforce solutions.

📊 Role Analysis

Career Level: This role is a senior-level position, offering opportunities for strategic impact and team leadership.

Reporting Structure: The Sr. Director, Product Marketing will report directly to the Chief Marketing Officer (CMO) and oversee a team of product marketing managers.

Work Arrangement: This role is remote-friendly, with flexible working hours and the opportunity to work from various locations within the United States.

Growth Opportunities:

• Potential to advance to a VP or C-level role within the marketing organization
• Chance to expand the product marketing team and take on additional responsibilities
• Opportunity to work on high-impact projects and drive significant business growth

ASSUMPTION: This role offers strong growth potential for the right candidate, with opportunities to make a significant impact on Upwork’s business and expand their leadership skills.

🌍 Location & Work Environment

Office Type: Upwork has physical offices in San Francisco, California, and Chicago, Illinois, but this role can be performed remotely from various locations within the United States.

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 headquarters are in San Francisco, California, a major tech hub with a vibrant startup ecosystem
• The company has a strong presence in Chicago, Illinois, another significant tech market
• Upwork’s remote-friendly work arrangement allows employees to live and work in various locations across the United States

Work Schedule: Full-time (40 hours/week) with flexible scheduling and the opportunity for remote work

ASSUMPTION: Upwork’s remote-friendly work arrangement and flexible scheduling make it an attractive option for candidates seeking a balance between work and personal life.

💼 Interview & Application Insights

Typical Process:

• Phone or video screen with the hiring manager or a member of the HR team
• In-depth interview with the Chief Marketing Officer (CMO) and other key stakeholders
• Final interview with the CEO or another senior executive

Key Assessment Areas:

• Strategic thinking and problem-solving skills
• Leadership and team management abilities
• Communication and presentation skills
• Understanding of product marketing principles and best practices

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of your past product marketing successes and challenges overcome
• Research Upwork’s business, industry, and competition to demonstrate your understanding of the market landscape

ATS Keywords: Product Marketing, Team Leadership, Data-Driven Strategies, Storytelling, Customer-Centric Marketing, Growth Mindset, Cross-Functional Collaboration, Customer Insights

ASSUMPTION: Upwork’s interview process is designed to assess candidates’ strategic thinking, leadership, and communication skills, as well as their understanding of product marketing principles and the company’s business.

🛠️ Tools & Technologies

• Marketing automation platforms (e.g., Marketo, HubSpot)
• Customer relationship management (CRM) software (e.g., Salesforce, HubSpot CRM)
• Data analysis and visualization tools (e.g., Google Analytics, Tableau)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: Upwork uses a mix of marketing automation, CRM, data analysis, and project management tools to support its product marketing efforts.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric: Upwork prioritizes understanding and meeting the needs of its customers
• Innovative: The company encourages creativity, experimentation, and continuous learning
• Collaborative: Upwork fosters a culture of teamwork and cross-functional collaboration

Work Style:

• Dynamic and fast-paced: Upwork operates in a rapidly changing environment, requiring employees to be adaptable and responsive
• Data-driven: The company makes decisions based on data and analytics
• Remote-friendly: Upwork offers flexible work arrangements and supports remote work

Self-Assessment Questions:

• Do you thrive in dynamic, fast-paced environments and enjoy working with diverse teams?
• Are you comfortable using data and analytics to inform your decision-making and strategy?
• Do you have experience working remotely and managing remote teams?

ASSUMPTION: Upwork’s culture values innovation, collaboration, and customer-centricity, seeking candidates who align with these principles and can thrive in a dynamic, remote-friendly work environment.

⚠️ Potential Challenges

• Managing a remote team and fostering a collaborative culture in a virtual environment
• Balancing short-term execution with long-term strategic planning
• Navigating a fast-paced, ever-changing market and adapting product marketing strategies accordingly
• Ensuring alignment between product offerings and market needs in a rapidly evolving industry

ASSUMPTION: These challenges require strong leadership, communication, and adaptability skills, as well as a deep understanding of product marketing principles and the ability to thrive in a dynamic, remote-friendly work environment.

📈 Similar Roles Comparison

• This role is unique in its focus on driving product adoption, revenue growth, and customer satisfaction across multiple business units within a global work marketplace
• Unlike traditional product marketing roles, this position requires a strong understanding of the freelancing industry and the unique dynamics of connecting businesses with independent talent
• Career progression in this role may involve expanding the product marketing team, taking on additional responsibilities, or advancing to a VP or C-level role within the marketing organization

ASSUMPTION: This role offers a unique opportunity to shape the future of work for a global, remote-first workforce, creating economic opportunities for professionals worldwide.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new product feature that increases freelancer engagement and retention
• Conducting customer research and competitive analysis to inform product positioning and messaging for a new service offering
• Collaborating with cross-functional teams to launch a new marketing campaign that drives customer acquisition and revenue growth

ASSUMPTION: These sample projects illustrate the strategic, cross-functional, and data-driven nature of the Sr. Director, Product Marketing role at Upwork.

❓ Key Questions to Ask During Interview

• Can you describe the current product marketing team structure and how this role fits within it?
• How does Upwork support the growth and development of its product marketing team members?
• What are the most significant challenges facing the product marketing team, and how can this role address them?
• How does Upwork measure the success of its product marketing initiatives, and what key performance indicators (KPIs) are most important?
• What opportunities exist for this role to shape the future of product marketing at Upwork and drive business growth?

ASSUMPTION: These interview questions help candidates better understand the role, team dynamics, and growth opportunities, as well as Upwork’s approach to product marketing and business strategy.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link: https://job-boards.greenhouse.io/upwork/jobs/6569097003
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare examples of your past product marketing successes and challenges overcome
• Research Upwork’s business, industry, and competition to demonstrate your understanding of the market landscape
• Follow up with the hiring manager or HR team one week after submitting your application to express your interest in the role

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