Lead, Lifecycle Marketing

Location: Toronto, Ontario, Canada

Annual base compensation: $114,000–$164,000 CAD, plus eligibility for an annual bonus or sales incentive plan and long-term equity incentives.

Company

Upwork connects businesses with global, AI-enabled talent through its marketplace and enterprise workforce solutions.

What you will do

• Lead the outbound prospecting pilot from sequencing and deliverability through vendor management, messaging, and a scaling recommendation.
• Own lifecycle marketing strategy across multiple programs, defining success metrics, monitoring performance, and adjusting plans.
• Set editorial and content direction, including management of the ad hoc content calendar and collaboration with content marketing.
• Turn campaign performance into decision-ready narratives with insights, tradeoffs, and recommendations for leadership.
• Partner with product marketing, marketing technology, analytics, and creative teams to align priorities and remove blockers.
• Use data and AI-enabled tools for analysis, messaging refinement, segmentation, and campaign planning.

Requirements

• Several years of lifecycle, CRM, or growth marketing experience with measurable end-to-end program ownership.
• Strong strategic judgment, structured thinking, and the ability to define ambiguous problems and success criteria.
• Fluency with Braze, Iterable, Customer.io, or similar customer engagement platforms.
• Familiarity with HighTouch or a similar customer data platform.
• Strong storytelling, influence, and cross-functional alignment skills without relying on formal authority.
• Experience using AI tools for drafting, analysis, segmentation, or planning, with careful review of their outputs.

Nice to have

• Experience with in-product notifications.
• Experience building programs for SMB audiences.

Culture & Benefits

• Remote-first workforce with a culture focused on trust, risk-taking, customer focus, excellence, authenticity, and inclusion.
• Development programs, mentorship, and belonging communities support personal and professional growth.
• Comprehensive medical coverage for employees and families.
• Unlimited paid time off, a 401(k) with matching, and 12 weeks of paid parental leave.
• Employee Stock Purchase Plan and long-term equity incentive eligibility.

Hiring process

• Interviews may be recorded and summarized using BrightHire, with human-only decision-making.
• Candidates can opt out of interview recording when the interview is scheduled.
• A criminal background check may be required after a conditional offer.