Lifecycle Marketing is a horizontal team that shapes how we engage clients and talent across the full journey, and this role sits in our demand-side acquisition lane. We're hiring a Lifecycle Marketing Lead, Growth & Acquisition to own high-impact lifecycle programs that help close the new-client acquisition gap through smarter demand capture and stronger engagement with SMB audiences. You'll lead key initiatives across outbound prospecting and always-on content, translate performance signals into clear recommendations, and help shape how lifecycle marketing contributes to Upwork's 2026 priorities. This is a senior individual contributor role for someone who can independently drive outcomes, build alignment across functions, and advise leadership in a high-visibility area. Responsibilities • Lead the outbound prospecting pilot end to end, including sequencing, deliverability, vendor partnership, messaging direction, and a clear recommendation on whether and how to scale the motion. • Own and drive lifecycle marketing strategy across a portfolio of programs, setting direction, defining success metrics, monitoring performance, and adjusting plans when results fall short. • Set editorial and content direction across lifecycle marketing initiatives, including managing the ad hoc content calendar and supporting content marketing efforts in partnership with cross-functional teams. • Translate program performance into clear, decision-ready narratives for leadership, surfacing insights, tradeoffs, and recommendations rather than simple status updates. • Partner across product marketing, marketing technology, analytics, and creative to align priorities, remove blockers, and keep high-impact programs moving with clarity and momentum. • Use data and AI-enabled tools thoughtfully to accelerate analysis, refine messaging, and improve campaign planning while maintaining sound judgment and quality standards. What It Takes to Catch Our Eye • Several years of lifecycle, CRM, or growth marketing experience with a track record of owning programs end to end and driving measurable business outcomes. • Strong strategic judgment and structured thinking. You can take an ambiguous goal, define the problem and success criteria, and bring forward clear options with a recommendation. • Fluency with modern customer engagement platforms such as Braze, Iterable, or Customer.io, plus familiarity with a customer data platform such as HighTouch or a similar tool. • Strong storytelling and influence skills, with the ability to represent work confidently in cross-functional forums and build alignment without relying on formal authority. • Experience using AI tools to accelerate drafting, analysis, segmentation, or planning workflows, paired with the judgment to review outputs critically and refine them for accuracy, relevance, and brand quality. • Bonus points for experience with in-product notifications and for building programs that target SMB audiences. 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 and follow us on LinkedIn, Facebook, Instagram, TikTok, and X to learn more about life at Upwork. The annual base salary range for this position is displayed below. The range displayed reflects the minimum and maximum salary for this position, and individual base pay will depend on your skills, qualifications, experience, and location. Additionally, this position is eligible for the annual bonus plan or sales incentive plan and eligibility to participate in our long term equity incentive program. Annual Base Compensation $114,000-$164,000 CAD