Lead Data Analyst, Marketing Analytics

Upwork Inc.’s (Nasdaq: UPWK) family of companies connects businesses with global, AI-enabled talent across every contingent work type including freelance, fractional, and payrolled. This portfolio includes the Upwork Marketplace, which connects businesses with on-demand access to highly skilled talent across the globe, and Lifted, which provides a purpose-built solution for enterprise organizations to source, contract, manage, and pay talent across the full spectrum of contingent work. From Fortune 100 enterprises to entrepreneurs, businesses rely on Upwork Inc. to find and hire expert talent, leverage AI-powered work solutions, and drive business transformation. With access to professionals spanning more than 10,000 skills across AI machine learning, software development, sales marketing, customer support, finance accounting, and more, the Upwork family of companies enables businesses of all sizes to scale, innovate, and transform their workforces for the age of AI and beyond. Since its founding, Upwork Inc. has facilitated more than $30 billion in total transactions and services as it fulfills its purpose to create opportunity in every era of work. Learn more about the Upwork Marketplace at Upwork.com and follow us on LinkedIn , Facebook , Instagram , TikTok , and X ; and learn more about Lifted at Go-Lifted and follow on LinkedIn . Upwork’s Marketing Analytics team is on a mission to optimize our growth engines and maximize the impact of our organic discovery. As a Marketing Analyst focused on SEO/LLM, you will be at the forefront of a shifting digital landscape, developing the measurement frameworks that help us win in both traditional search and the emerging world of AI-driven Large Language Model (LLM) discovery. This is an exciting opportunity to tackle a multitude of challenges, from measuring long-tail keyword performance to evaluating how conversational AI-products impact our marketplace visibility. You will partner cross-functionally with SEO managers, product teams, and data science to drive insights that shape our organic growth strategy and our visibility in an AI-driven search landscape. Your Responsibilities: Advanced SEO LLM Analytics: Create an analytics framework and metrics for evaluating LLM and traditional organic search performance of the company. Drive data-driven insights across the organic marketing funnel—including LLM, GEO, AIO, SEO and customer engagement. Data Extraction Technical Analysis: Extract and analyze data using SQL, Python, and R to discover insights into the customer journey from organic channels. Insatiably curious about the customer journey - from start to finish - and ways to maximize demand. Tool-Driven Insights: Utilize Google Search Console (GSC) and SEMRush/Ahrefs to perform deep-dives into keyword performance, click-through rate (CTR) optimization, and technical site health (e.g., crawlability and indexing trends). AI Discovery Measurement: Analyze Upwork’s "Share of Voice" within AI discovery engines (like Perplexity, ChatGPT, and Google Gemini) by tracking citations and sentiment in LLM-generated responses. Experimentation Testing: Propose, design, and analyze incrementality tests using statistical tools to understand the impact of AI-generated content and SEO optimizations on the marketplace. Strategic Communication: Present in key meetings and business reviews with marketing leadership to deliver insights that compel changes in our growth strategy. What it takes to catch our eye: A degree in Mathematics, Physics, Statistics, Economics, Computer Science, or a related field. SEO Analytical Experience: Proven experience in marketing analytics with a background in organic search, segmentation, and technical SEO optimization. Technical Proficiency: Strong SQL skills and proficiency in Python or R for manipulating large datasets and driving analytics projects end-to-end. Tool Expertise: Deep experience with Google Search Console, SEO Clarity, Botify/S ... (truncated, view full listing at source)