Upwork Welcomes Melissa Waters as Chief Marketing Officer
06 Janeiro 2022 - 11:00AM
Business Wire
With more than a decade of experience building
world-class brands for hyper-growth companies, Waters’ appointment
will help Upwork capitalize on its $1.3 trillion total addressable
market opportunity
Upwork (NASDAQ: UPWK), the world’s work marketplace, today
announced that Melissa Waters has joined the company as its chief
marketing officer.
Waters is an accomplished and award-winning marketing executive
with more than 15 years of experience building world-class brands,
developing high-performing teams, and driving business impact. She
joins Upwork from Meta, where she was global vice president of
marketing at Instagram. Previously, she led marketing,
merchandising, and business development for telehealth leader Hims
& Hers. Prior, Waters served in executive marketing positions
at Lyft and Pandora.
We are experiencing a tectonic shift in how work gets done,
which shows no signs of slowing down. Covid is causing many people
to reevaluate their priorities, innovate their careers, and explore
new ways of working. Some are choosing new roles that speak to
their passions and hobbies, others are supplementing their
full-time jobs, and many are giving up full-time jobs altogether to
gain more flexibility as freelancers. For companies that have been
hesitant to adopt workforce innovation, these workforce shifts –
and the resulting war for talent due to the Great Resignation – are
causing companies to experiment more than ever before with new work
models and more modern talent sources, both of which Upwork
offers.
“It’s impossible to not be deeply inspired by the
transformational moment we are in for the world of work,” said
Upwork president and CEO Hayden Brown. “In 2022, our strategy
remains laser-focused on continuing to innovate, evangelize, and
scale the world’s work marketplace – the career platform for every
skilled worker, and every business, regardless of employment type
and geography. Melissa’s deep expertise in helping high-growth
companies scale, establish new categories, and build world-class
brands is key to increasing awareness of Upwork and capitalizing on
our $1.3 trillion total addressable market opportunity. We couldn’t
be more thrilled for her to join the team.”
Upwork is focused on continuing to innovate its market-leading
capabilities while increasing awareness of its offering. In May of
2021, Upwork introduced a new industry category, the work
marketplace. Later in 2021, Upwork introduced CoLab – a brand
partnership program that gives talent an opportunity to work on
innovative projects with world-renowned brands. It also launched
its "The Perfect Fit" advertising campaign, which debuted on Fox's
NFL Thanksgiving Day schedule. To serve the breadth of customer
needs for getting different types of work done from $50 to $500,000
projects and more, the company has augmented its flagship product –
the Talent Marketplace — with new offerings like Project Catalog,
Upwork’s “browse and buy” experience where freelancers post
complete work offerings that clients can purchase on the spot, and
Talent Scout, the company’s first-class, data-science driven hiring
solution where talent are pre-vetted and pre-interviewed by
Upwork.
“This is an exciting time to be joining Upwork’s visionary
leadership team,” said Waters. “For the first time in decades,
people are questioning what we call ‘work’ and how we do it. As the
world’s work marketplace, Upwork is uniquely positioned to not only
capitalize on this shift but shape what work looks like in the
future. I look forward to helping take Upwork’s brand story to new
heights.”
About Upwork Upwork is the world’s work marketplace. We
serve everyone from one-person startups to 30% of the Fortune 100
with a powerful, trust-driven platform that enables companies and
independent talent to work together in new ways that unlock their
potential. Our talent community earned over $2.5 billion on Upwork
in 2020 across more than 10,000 skills in categories including
website & app development, creative & design, customer
support, finance & accounting, consulting, and operations.
Learn more at www.upwork.com and join us on LinkedIn, Twitter,
Facebook, Instagram, and TikTok.
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version on businesswire.com: https://www.businesswire.com/news/home/20220106005388/en/
Elisabeth Copper press@upwork.com
Upwork (NASDAQ:UPWK)
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