Product Marketing Manager - Platform Growth

Upwork ($UPWK) is the world’s largest work marketplace, connecting businesses with highly skilled professionals worldwide. From entrepreneurs to Fortune 100 enterprises, companies trust Upwork’s platform to access expert talent, leverage AI-powered work solutions, and drive meaningful business outcomes.

Upwork’s AI-powered platform has facilitated over $20 billion in economic opportunity for professionals worldwide. With professionals spanning 10,000+ skills, including AI and machine learning, software development, sales and marketing, customer support, finance and accounting, and more, Upwork empowers businesses of all sizes to scale, innovate, and build agile teams.

We’re looking for a skilled, growth-oriented Product Marketing Manager to help shape the future of Upwork’s platform – accelerating adoption, engagement, and long-term value across key experiences. In this role, you’ll collaborate cross-functionally to launch new features, improve platform and product discoverability, and drive measurable impact across the customer lifecycle, all in support of Upwork’s continued growth.

You’ll lead go-to-market strategies focused on activation and retention, working at the intersection of product, marketing, and strategy. From shaping launch plans and defining success metrics to collaborating across teams, you’ll play a key role in increasing usage and delivering customer value. You’ll also support strategic growth initiatives, integrating Upwork into broader customer workflows and accelerating adoption through partnerships and external channels.

This role is ideal for someone who thrives in a dynamic environment and brings a mix of customer intuition, data-driven thinking, and a bias for action.

 Responsibilities: 

• Own and execute go-to-market strategies for new and evolving platform features - from early research to post-launch optimization.
• Leverage customer insights, behavioral data, and market research to inform strategy, drive adoption, and deepen engagement.
• Partner cross-functionally with Product, Design, Marketing, CX, and Support to deliver a consistent and compelling end-to-end user experience.
• Define and track key success metrics, identifying opportunities to improve activation, retention, and product value.
• Support growth initiatives that increase product visibility and usage, including ecosystem integrations, external partnerships, and embedded experiences.

What it takes to catch our eye: 

• Experience driving product marketing initiatives focused on user growth, adoption, or retention.
• Strong analytical skills with the ability to extract insights from data and translate them into actionable strategies.
• Proven ability to lead cross-functional initiatives, manage timelines, and own stakeholder relationships.
• A customer-first mindset with experience applying insights to shape messaging, positioning, and product experiences.
• Demonstrated ability to learn quickly, adapt to new challenges, and optimize how work gets done.

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.

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