Senior Brand Manager

<p>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.</p> <p data-start="962" data-end="1361">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 <a href="http://www.upwork.com/">upwork.com</a> and follow on <a href="https://www.linkedin.com/company/upwork/">LinkedIn</a>, <a href="https://www.facebook.com/upwork">Facebook</a>, <a href="https://www.instagram.com/upwork/?hl=en">Instagram</a>, <a href="https://www.tiktok.com/@upwork">TikTok</a>, and <a href="https://www.globenewswire.com/Tracker?data=qJUieOz3l1Zp1JiJa5ZMp0fxG42SWqC70qwIxDXujspPmL4PzxsYff-ghDFaV0FwYH1RrRIi9PA0rteHksRmgg==">X</a>; and learn more about Lifted at <a href="http://go-lifted.com/">go-lifted.com</a> and follow on <a href="https://www.linkedin.com/company/go-lifted/">LinkedIn</a>.</p> <hr> <p>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.</p> <p><strong>Responsibilities</strong></p> <ul> <li>Define and evolve brand positioning for the SMB audience, translating insights into clear, actionable perception goals and narrative strategy.</li> <li>Develop and maintain messaging frameworks and differentiated tone of voice guidelines that scale across teams and channels.</li> <li>Lead quarterly messaging, develop proof points and supporting claims, and drive integrated brand planning tied to core brand perceptions and business priorities.</li> <li>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.</li> <li>As relevant, lead brand marketing campaigns or sponsorship initiatives from strategy thr ... (truncated, view full listing at source)