Upwork

Upwork is a global staffing, accounting, and management SaaS platform for remote knowledge workers. Led international expansion into Europe and Australia and the shift up-market to mid-market and enterprise clients in preparation for the 2018 IPO.

The B2B GTM strategy necessitated messaging changes, more robust audience segmentation, and a new brand that would earn trust among compliance, security, and privacy execs at Fortune 500 customers.

Location
San Francisco, CA

Team
Cross-functional squads across product marketing, brand, growth, customer experience, content, and regional teams

Role
Sr. Director of Marketing

Years
2012-2018

We built the B2C and B2B playbooks to attract, activate, and retain both sides of a complex marketplace.

- Launched localized sites, brand awareness campaigns, and performance marketing programs across UK, Germany, and Australia.
- Built scalable playbooks for market entry, competitive analysis, local ambassador programs, customer storytelling, and partnerships.
- Developed first ever customer education program—both online and in-person—to train managers to work remotely and boost Enterprise adoption across departments.
- Visited customer accounts on Fortune 500 company campuses with Upwork’s first foray into experiential marketing—The Workplace on Wheels.
- Supported rebrand and IPO messaging for C-suite.
- Led the digital content roadmap including an SEO-driven blog, the first-ever Annual Impact Report, the Upwork Magazine, and reports analyzing proprietary data on remote work.
- Launched first-ever executive education conference, Work Without Limits, generating $3M+ in direct pipeline.
- Partnered with Sales leadership on ABM-based approach to winning mid-market and enterprise markets.