Upwork ($UPWK) is the world’s human and AI-powered work marketplace that connects businesses with highly skilled, AI-enabled independent talent from across the globe. From entrepreneurs to Fortune 100 enterprises, companies rely on Upwork’s trusted platform and its mindful AI companion, Uma, to find and hire expert talent, leverage AI-powered work solutions, and drive business transformation. With on-demand access to professionals spanning more than 10,000 skills across AI & machine learning, software development, sales & marketing, customer support, finance & accounting, and more, Upwork enables businesses of all sizes to scale, innovate, and build agile teams for the age of AI and beyond.

Upwork’s platform has facilitated more than $25 billion in economic opportunity for talent around the world. Learn more at Upwork.com and follow us on LinkedIn, Facebook, Instagram, TikTok, and X.

We’re looking for a Lead Product Designer to join our Growth & Monetization team, which is responsible for converting the value we deliver to customers into durable, scalable revenue through fees, ads, pricing, packaging, and promotions. 

As a UX Lead Product Designer in this space, you’ll design and optimize high-impact growth loops and monetization surfaces across our two-sided marketplace, focusing on acquisition through retention. You’ll partner closely with Product, Data Science, Engineering, Marketing, and Research to run experiments, ship measurable improvements, and evolve pricing and packaging experiences that are clear, fair, and motivating for customers.

Responsibilities

• Own end-to-end product design from identifying funnel opportunities and forming hypotheses through rapid concepting, launch, and iteration, delivering high-quality designs that balance speed, craft, and measurable impact.
• Collaborate deeply with cross-functional partners (PMs, engineers, researchers, data scientists, and other designers) to define problems, prioritize opportunities, and ship experiments that move key metrics.
• Use quantitative data, qualitative insight, and emerging technologies to identify friction and unlock opportunities across acquisition, activation, retention, and monetization flows, including prototyping and testing AI-powered or automated experiences where they accelerate outcomes.
• Drive experimentation and continuous improvement by running A/B tests, conducting qualitative user research, and using rapid prototyping to validate hypotheses and evolve the product based on real-world feedback.
• Design, test, and refine targeted experiences, from onboarding and upsell flows to pricing, incentives, and lifecycle touchpoints, ensuring clarity, trust, and strong value exchange for users.
• Create and socialize clear, lightweight design artifacts that support rapid decision-making, align stakeholders, and enable fast execution, prioritizing learning and outcomes over documentation for its own sake.
• Mentor others and contribute to design culture, sharing best practices, giving constructive feedback, and championing design quality across the team.

What it takes to catch our eye

• Proven experience designing and optimizing growth funnels (activation, conversion, retention, monetization), with clear examples of measurable impact.
• Strong experimentation toolkit (A/B testing, rapid iteration, metric selection, segmentation, and interpreting results), comfortable shipping in fast cycles. 
• A portfolio demonstrating growth-oriented, end-to-end product design with strong craft, showing how you used data and qualitative insight to drive iteration.
• Ability to design transparent, trustworthy value exchange in monetization experiences (pricing/packaging, paid visibility, incentives), balancing customer outcomes with business goals.
• Strong communicator and collaborator, able to influence product strategy through data-informed design decisions and close partnership with PM, Engineering, Analytics, and Marketing.
• Mastery of tools like Figma, plus experience with user testing and AI prototyping tools like v0, Figma Make, or similar.
• Comfort designing and experimenting with AI-powered experiences, including intelligent workflows, LLM-driven features, or collaborating cross-functionally with ML/AI teams.

Come change how the world works.

At Upwork, you’ll shape the future of work for a global, remote-first workforce, creating economic opportunities for professionals worldwide. While we have a physical office in Palo Alto, we currently hire full-time employees in 21 U.S. states, making it easier than ever to join our mission from wherever you call home.

Our culture is built on trust, risk-taking, customer focus, and excellence, all in service of our core mission: to create economic opportunities so people have better lives. We embrace authenticity and inclusion, encouraging everyone to bring their whole selves to work. Personal and professional growth is a priority here, supported through development programs, mentorship, and our Upwork Belonging Communities.

We’re proud to offer benefits that go beyond the basics, including comprehensive medical coverage for you and your family, unlimited PTO, a 401(k) plan with matching, 12 weeks of paid parental leave, and an Employee Stock Purchase Plan. Visit our Life at Upwork page to learn more about our values, working principles, and the overall employee experience.

Ready to help shape the future of work? Check out our Careers page and follow us on LinkedIn, Facebook, Instagram, TikTok, and X to learn more about life at Upwork.

Upwork is an Equal Opportunity Employer committed to recruiting and retaining a diverse and inclusive workforce. We do not discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, or other legally protected characteristics under federal, state, or local law.

Please note that a criminal background check may be required once a conditional job offer is made. Qualified applicants with arrest or conviction records will be considered in accordance with applicable law, including the California Fair Chance Act and local Fair Chance ordinances. The Company is committed to conducting an individualized assessment and giving all individuals a fair opportunity to provide relevant information or context before making any final employment decision.

We use BrightHire, an AI-enabled tool, to record interviews and summarize interview transcripts. The tool allows the interviewer to focus on the discussion and does not score or evaluate candidates or make recommendations. The interview transcripts are reviewed, and decisions are only made by humans. Candidates who prefer not to have their interview recorded through BrightHire can opt out when the interview is scheduled.

To learn more about how Upwork processes and protects your personal information as part of the application process, please review our Global Job Applicant Privacy Notice.

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 on LinkedIn, Facebook, Instagram, TikTok, and X; and learn more about Lifted at go-lifted.com and follow on LinkedIn.

Social is a critical growth lever for Upwork. This Senior Manager, Social Media role represents a step-change opportunity to define Upwork’s social vision, elevate how the brand participates in culture, and drive measurable discovery and engagement with new audiences. This role blends bold creative judgment with strong operational leadership, balancing social-first storytelling with performance accountability.

This is a people manager role overseeing a team of social media managers, contractors, and agency partners. You will own social strategy end to end, from annual planning through day-to-day execution, with accountability for brand impact, audience growth, and downstream business outcomes. You will stay close enough to the work to shape narratives, creative quality, and executive-ready communication, while enabling the team to operate with clarity, confidence, and sustainable pace.

Responsibilities

• Own and evolve Upwork’s social media strategy, translating brand positioning and business priorities into clear annual and quarterly plans with defined success metrics.
• Define how social drives discovery, relevance, and credibility with non-followers by setting a strong point of view on platforms, formats, and cultural moments that matter most.
• Lead, coach, and develop an established team of social media managers and hybrid contributors, raising the bar on strategic thinking, creative standards, and operating rigor.
• Establish clear goals, performance expectations, and development plans, using consistent feedback loops to support growth and accountability.
• Build a test-and-learn culture where experimentation across content, formats, messaging, and distribution is expected, documented, and shared to improve outcomes over time.
• Ensure social content is creatively strong, culturally relevant, platform-native, and performance-minded, with clear measurement tied to reach, engagement, and downstream impact.
• Partner closely with Brand, Content, Communications, SEO, Influencer Marketing, and Paid Media teams to amplify social programs and maximize cross-channel impact.
  
  

What it takes to catch our eye

• 8+ years leading organic social at scale (brand or agency), owning always-on strategy and execution for at least one primary channel, with a proven ability to drive discovery, engagement, and cultural relevance through social-first work.
• Strong creative and editorial judgment with a performance mindset, translating insights, trends, and data into platform-native storytelling through testing, experimentation, and continuous optimization.
• Deep understanding of social platforms and formats, with particular strength on LinkedIn and YouTube, and experience speaking to both B2B and B2C audiences, including small business owners, independent professionals, or creators.
• Proven senior-level ownership and execution, able to drive work end to end with sound judgment, minimal oversight, and a balance of strategic thinking and hands-on delivery.
• Exceptional written communication skills, moving fluidly between social copy, strategic narratives, and clear, executive-ready documentation.
• People leadership experience, including setting goals, coaching performance, developing managers, and building trust within established teams.
• Experience managing budgets and external partners (agencies, creators, vendors) with clear briefs, feedback, accountability, and thoughtful stewardship.
• Comfort operating in ambiguity and using modern tools, including AI-powered tools for planning, drafting, analysis, and optimization, paired with strong judgment, curiosity, and a collaborative learning mindset.

Come change how the world works.

At Upwork, you’ll shape the future of work for a global, remote-first workforce, creating economic opportunities for professionals worldwide. While we have a physical office in Palo Alto, we currently hire full-time employees in 34 U.S. states, making it easier than ever to join our mission from wherever you call home.

Our culture is built on trust, risk-taking, customer focus, and excellence, all in service of our core mission: to create economic opportunities so people have better lives. We embrace authenticity and inclusion, encouraging everyone to bring their whole selves to work. Personal and professional growth is a priority here, supported through development programs, mentorship, and our Upwork Belonging Communities.

We’re proud to offer benefits that go beyond the basics, including comprehensive medical coverage for you and your family, unlimited PTO, a 401(k) plan with matching, 12 weeks of paid parental leave, and an Employee Stock Purchase Plan. Visit our Life at Upwork page to learn more about our values, working principles, and the overall employee experience.

Ready to help shape the future of work? Check out our Careers page to learn more about opportunities at Upwork.

We use BrightHire, an AI-enabled tool, to record interviews and summarize interview transcripts. The tool allows the interviewer to focus on the discussion and does not score or evaluate candidates or make recommendations. The interview transcripts are reviewed, and decisions are only made by humans. Candidates who prefer not to have their interview recorded through BrightHire can opt out when the interview is scheduled.

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.

About the role

We are seeking a Vice President of Marketing to lead and scale the company’s end-to-end marketing function, with a clear mandate: build a durable, performance-driven growth engine that delivers measurable business outcomes.

This role sits at the center of Marketplace performance, accountable for the systems that drive acquisition, activation, and monetization across SMB and mid-market customers - and for ensuring those systems scale efficiently and predictably.

We have strong foundations: a scaled marketplace, global supply, and growing demand across key AI categories. What’s needed now is a step-change in how we convert that demand into durable growth. 

This is a senior executive role with significant autonomy and company-wide influence. You will lead a multi-disciplinary organization and partner closely with Product, Engineering, Data Science, and Finance to improve the full customer journey.

Responsibilities

• Own and scale the Marketplace growth system for SMB and mid-market customers, translating company strategy into a multi-year, integrated operating plan across acquisition, activation, engagement, and monetization, with clear accountability to business outcomes such as GSV per active client and overall company growth.
• Drive a step-change in how Marketing operates by scaling experimentation, improving efficiency, and building a more integrated, high-performing system across all disciplines.
• Define and lead the long-term vision, strategy, and execution roadmap for Marketing, positioning the function as a core driver of growth, profitability, and competitive differentiation aligned to Upwork’s enterprise priorities.
• Lead performance marketing and demand generation across channels - including paid, organic, lifecycle, and emerging surfaces - with a focus on high-intent demand capture, efficient acquisition, faster time-to-first-hire, and long-term customer value.
• Oversee Product Marketing, Brand, and Content to ensure clear positioning, strong trust signals, and a seamless path from discovery to hire for SMB and mid-market buyers.
• Operate as an enterprise leader, influencing company strategy, investment decisions, and cross-functional priorities as a member of the extended leadership team.

What it takes to catch our eye

• Deep experience building and scaling performance-led growth systems, with demonstrated ownership of acquisition efficiency, funnel optimization, and long-term customer value in a scaled marketplace or platform business.
• Proven track record of operating at an enterprise level, setting vision and strategy for a marketing function or business unit, and delivering measurable impact on company growth and financial performance.
• Strong command of paid acquisition, SEO, lifecycle marketing, and experimentation, with the ability to translate data into clear decisions, tradeoffs, and investment strategies.
• Experience integrating multiple marketing disciplines (performance, brand, product marketing, content) into a cohesive, high-impact system aligned to business outcomes.
• Deep experience serving SMB and/or mid-market business customers, with a strong understanding of buyer intent, urgency, budget sensitivity, and the need for fast, trusted outcomes.
• Fluency in data, experimentation, and marketing analytics, with the ability to partner effectively with analytics and finance to guide forecasting, capital allocation, and ROI decisions.
• Comfort operating in an AI-forward environment, using AI to accelerate analysis, experimentation, and execution while applying strong judgment to guide decisions.
• A leadership style grounded in clarity, accountability, and outcomes, with the ability to align cross-functional leaders and deliver results at scale through others.

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.

We are looking for an experienced and strategic Product Manager to craft and drive product capabilities for our Tax Compliance products. Compliance is very integral to our business, and it is important that we build for compliance on both sides of our marketplace (client and talent) in a manner that is pragmatic – compliant and upholds the customer experience. We believe that great customer experience starts with robust platform capabilities. And hence this senior product manager will influence the full stack - from platform to user experience. Developing products to support multiple geographies carries with it many challenges. The ideal candidate will have to think and build modularly to enable and drive global compliance and go-to-market efficiency. Due to the interconnectedness of Tax products, this role requires a thoughtful product manager who can proactively collaborate with various product and cross functional leaders.

Your Responsibilities:

• Translate marketplace requirements into generic and tax platform capabilities that encompass core product platforms and associated customer experiences. Putting the customer first, solve for Tax compliance with business pragmatism

• Actively partner with a variety of Upwork teams, including design, engineering, marketing, legal, accounting, and finance on new products, initiatives, and global expansions of existing products

• Lead the tax aspects for the end-to-end full life cycle of product deployment, including but not limited to design review, testing, launch, tax functionality, reporting, and compliance

• Support a broad range of teams such as Community, Customer Support, Financial Risk & Compliance, Trust & Safety, and others to address product needs and user queries as it relates to tax issues

• Build a deep understanding of Upwork’s business model and various products, understanding key tax positions, issues, and obligations

What it takes to catch our eye:

• Strong product management experience. Working in a marketplace business environment, building compliance products (tax or otherwise), product platforms is preferred 

• Conversant with modern day technologies and user experience principles required to bring product solutions to market, at scale and globally

• Drive and willingness to go above and beyond with a strong work ethic

• Balances technical and commercial savvy; able to communicate what is possible and what will have the biggest impact on the business

• Strong interpersonal skills; able to effectively influence a wide range of collaborators all across the organization

• Knowledge of tax compliance would be a plus but not mandatory. This person will work closely with functional tax subject matter leads who will bridge the tax expertise

Come change how the world works.

Upwork is establishing an operational hub in Toronto, Canada. The new office is expected to be fully operational by Q4 2026. This role will require 3 days in office once we have an office open.

This position will initially be employed through a partner to ensure a seamless hiring process while we establish the hub. Once the hub is established, there may be opportunities to transition to employment with Upwork, depending on business needs and other requirements. While employed by the partner, you’ll work as part of Upwork’s team, with access to our resources, culture, and growth opportunities.

Our partner will offer competitive benefits. When Upwork’s hub is established, we will be excited to offer employment and benefits directly as business needs require. 

Upwork is committed to building a diverse, inclusive, and equitable workforce. Employment decisions are made without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or any other status protected by applicable law.

We use BrightHire, an AI-enabled tool, to record interviews and summarize interview transcripts. The tool allows the interviewer to focus on the discussion and does not score or evaluate candidates or make recommendations. The interview transcripts are reviewed, and decisions are only made by humans. Candidates who prefer not to have their interview recorded through BrightHire can opt out when the interview is scheduled.

To learn more about how Upwork processes and protects your personal information as part of the application process, please review our Global Job Applicant Privacy Notice and the Applicant Privacy Addendum (Canada). 

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.

We are seeking a Principal Product Manager to lead the strategy and evolution of our Business Plus offering for small and mid-sized businesses. This is a high-impact individual contributor role where you will define how growing clients transition from transactional hiring to managing ongoing, multi-project work across teams. You will operate at the intersection of product, growth, and monetization, shaping end-to-end experiences that deliver meaningful customer value while driving durable revenue outcomes.

This role is ideal for a builder who thrives in ambiguity, operates with a GM mindset, and is motivated by owning outcomes end-to-end. You will take undefined problem spaces and turn them into shipped products, balancing long-term vision with near-term execution. As a domain leader, you will influence company direction, partner deeply across functions, and remain close to the work, ensuring strategy translates into measurable impact at scale.

Responsibilities

• Define and drive long-term product strategy for SMB and Business Plus offerings, delivering measurable improvements in adoption, retention, and revenue growth

• Own and evolve the end-to-end product roadmap, translating ambiguous opportunities into shipped, high-impact features that improve multi-project workflows

• Establish and operationalize success metrics such as adoption, expansion, and monetization, using data to continuously refine product direction and priorities

• Lead cross-functional initiatives across engineering, analytics, research, and go-to-market teams to deliver scalable product experiences aligned to customer needs

• Shape pricing and packaging strategies, developing clear value propositions that increase conversion and willingness to pay across segments

• Drive experimentation strategy, including A/B testing and pricing experiments, to generate validated learnings that inform product and growth decisions

• Influence senior stakeholders through clear product vision, structured communication, and consistent delivery of high-quality, business-critical outcomes

What it takes to catch our eye

• Demonstrated track record of owning and shipping 0 to 1 or highly ambiguous products that deliver meaningful business impact in growth, monetization, or platform environments

• Strong product judgment with the ability to balance customer needs, business goals, and technical constraints while operating with high autonomy

• Experience building in marketplace, labor marketplace, or SaaS environments, with an understanding of multi-sided dynamics and scaling challenges

• Data-driven approach to product development, with fluency in analytics, experimentation, and using insights to guide strategy and execution

• Ability to integrate AI into product and decision-making workflows, using it to accelerate insight generation, refine strategy, and improve outcomes through iteration

Come change how the world works.

Upwork is establishing an operational hub in Toronto, Canada. The new office is expected to be fully operational by Q4 2026. This role will require 3 days in office once we have an office open.

This position will initially be employed through a partner to ensure a seamless hiring process while we establish the hub. Once the hub is established, there may be opportunities to transition to employment with Upwork, depending on business needs and other requirements. While employed by the partner, you’ll work as part of Upwork’s team, with access to our resources, culture, and growth opportunities.

Our partner will offer competitive benefits. When Upwork’s hub is established, we will be excited to offer employment and benefits directly as business needs require. 

Upwork is committed to building a diverse, inclusive, and equitable workforce. Employment decisions are made without regard to race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or any other status protected by applicable law.

We use BrightHire, an AI-enabled tool, to record interviews and summarize interview transcripts. The tool allows the interviewer to focus on the discussion and does not score or evaluate candidates or make recommendations. The interview transcripts are reviewed, and decisions are only made by humans. Candidates who prefer not to have their interview recorded through BrightHire can opt out when the interview is scheduled.

To learn more about how Upwork processes and protects your personal information as part of the application process, please review our Global Job Applicant Privacy Notice and the Applicant Privacy Addendum (Canada). 

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 on LinkedIn, Facebook, Instagram, TikTok, and X; and learn more about Lifted at go-lifted.com and follow on LinkedIn.

Social is a critical growth lever for Upwork. This Senior Manager, Social Media role represents a step-change opportunity to define Upwork’s social vision, elevate how the brand participates in culture, and drive measurable discovery and engagement with new audiences. This role blends bold creative judgment with strong operational leadership, balancing social-first storytelling with performance accountability.

This is a people manager role overseeing a team of social media managers, contractors, and agency partners. You will own social strategy end to end, from annual planning through day-to-day execution, with accountability for brand impact, audience growth, and downstream business outcomes. You will stay close enough to the work to shape narratives, creative quality, and executive-ready communication, while enabling the team to operate with clarity, confidence, and sustainable pace.

Responsibilities

• Own and evolve Upwork’s social media strategy, translating brand positioning and business priorities into clear annual and quarterly plans with defined success metrics.
• Define how social drives discovery, relevance, and credibility with non-followers by setting a strong point of view on platforms, formats, and cultural moments that matter most.
• Lead, coach, and develop an established team of social media managers and hybrid contributors, raising the bar on strategic thinking, creative standards, and operating rigor.
• Establish clear goals, performance expectations, and development plans, using consistent feedback loops to support growth and accountability.
• Build a test-and-learn culture where experimentation across content, formats, messaging, and distribution is expected, documented, and shared to improve outcomes over time.
• Ensure social content is creatively strong, culturally relevant, platform-native, and performance-minded, with clear measurement tied to reach, engagement, and downstream impact.
• Partner closely with Brand, Content, Communications, SEO, Influencer Marketing, and Paid Media teams to amplify social programs and maximize cross-channel impact.
  
  

What it takes to catch our eye

• 8+ years leading organic social at scale (brand or agency), owning always-on strategy and execution for at least one primary channel, with a proven ability to drive discovery, engagement, and cultural relevance through social-first work.
• Strong creative and editorial judgment with a performance mindset, translating insights, trends, and data into platform-native storytelling through testing, experimentation, and continuous optimization.
• Deep understanding of social platforms and formats, with particular strength on LinkedIn and YouTube, and experience speaking to both B2B and B2C audiences, including small business owners, independent professionals, or creators.
• Proven senior-level ownership and execution, able to drive work end to end with sound judgment, minimal oversight, and a balance of strategic thinking and hands-on delivery.
• Exceptional written communication skills, moving fluidly between social copy, strategic narratives, and clear, executive-ready documentation.
• People leadership experience, including setting goals, coaching performance, developing managers, and building trust within established teams.
• Experience managing budgets and external partners (agencies, creators, vendors) with clear briefs, feedback, accountability, and thoughtful stewardship.
• Comfort operating in ambiguity and using modern tools, including AI-powered tools for planning, drafting, analysis, and optimization, paired with strong judgment, curiosity, and a collaborative learning mindset.

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.

One of our product principles at Upwork is to make our customers win big. As a Principal Product Manager, Growth, you will shape and drive the end-to-end growth strategy across the client lifecycle, spanning acquisition, onboarding, activation, retention, and monetization for both enterprise and non-enterprise segments. This role carries General Manager level business ownership without people management responsibility. You will operate with broad autonomy, influence cross-functional partners, and drive measurable business impact at scale.

You will identify and develop new growth levers while optimizing existing ones, balancing short-term experimentation with long-term platform health. Your work will directly influence revenue expansion, client success, and durable marketplace growth.

Responsibilities

• Define and execute a comprehensive product-led growth strategy across the client lifecycle, aligning initiatives to measurable business outcomes such as activation rate, retention, and revenue growth.

• Own critical growth metrics end-to-end, proactively identifying risks, surfacing tradeoffs, and driving cross-functional alignment to achieve sustained impact.

• Lead high-velocity experimentation by designing, prioritizing, and scaling experiments that unlock new acquisition, onboarding, and monetization levers.

• Partner closely with Engineering, Design, Data Science, Marketing, and Sales to translate insights into shipped product experiences that improve client outcomes.

• Leverage qualitative and quantitative data to uncover systemic friction points and architect solutions that improve the holistic customer experience.

• Apply AI tools to accelerate research, synthesize insights, draft product artifacts, and evaluate experimentation results, refining outputs for accuracy and business relevance.

• Influence company-wide strategy by articulating clear narratives, writing high-quality product documents, and aligning senior stakeholders around growth priorities.

What it takes to catch our eye

• Demonstrated experience owning and scaling product-led growth strategies in a SaaS or marketplace environment, with measurable impact on acquisition, activation, retention, or monetization.

• Strong business acumen with the ability to think holistically about lifecycle economics, tradeoffs, and long-term platform health.

• Proven ability to influence cross-functional teams and drive alignment on complex, ambiguous initiatives without formal authority.

• High analytical fluency with experience using experimentation frameworks, data analysis, and structured problem solving to inform decisions.

• Capable-level AI proficiency, including using AI tools to synthesize research, refine product strategy documents, support experimentation design, and critically evaluate outputs for quality and accuracy.

Come change how the world works.