Lead Data Analyst, Marketing Analytics

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.

Upwork’s Marketing Analytics team is focused on optimizing our growth engines through rigorous experimentation and data-driven decision making. This role sits at the intersection of product and marketing, driving measurement and experimentation across the customer funnel to improve acquisition, engagement, and conversion. You will partner cross-functionally with product, marketing, SEO, and data science teams to design experiments, analyze user behavior, and build frameworks that inform growth strategy. This role also supports understanding organic discovery, including traditional search and emerging AI-driven discovery surfaces.

Your Responsibilities:

• Experimentation & Testing: Design, execute, and analyze A/B and incrementality tests across product and marketing surfaces (e.g., homepage, landing pages, onboarding flows). Define hypotheses, success metrics, and test duration, and conduct deep post-test analysis to inform decisions.
• Funnel & Growth Analytics: Analyze end-to-end customer journeys (visit → registration → activation) to identify drop-offs and opportunities for optimization. Drive insights that improve conversion, engagement, and overall growth.
• Data Extraction & Technical Analysis: Extract and analyze large datasets using SQL, Python, or R to support experimentation, user behavior analysis, and growth initiatives.
• Experimentation Tooling: Utilize platforms such as Statsig, Optimizely, VWO, or similar tools to implement and monitor experiments across web and product experiences.
• Organic & AI Discovery Analytics (Nice to Have): Support analysis of organic channels, including SEO and emerging AI-driven discovery (e.g., ChatGPT, Gemini). Evaluate performance signals such as engagement, traffic, and visibility.
• SEO Tooling (Nice to Have): Leverage tools such as Google Search Console, SEMrush, Ahrefs, or similar to explore keyword performance and on-site engagement trends.
• Strategic Communication: Present insights and recommendations to marketing and product leadership, influencing growth strategy and prioritization.

What it takes to catch our eye:

• A degree in Mathematics, Statistics, Economics, Computer Science, or a related quantitative field.
• Proven experience designing and executing experiments (A/B, multivariate, incrementality), including hypothesis development, metric definition, sample sizing, and post-test analysis.
• Experience in marketing or growth analytics, with a strong focus on customer funnels, acquisition, and conversion optimization. Experience with organic search and SEO analytics is a plus, not required.
• Technical Proficiency: Strong SQL skills and proficiency in Python or R for analyzing large datasets and supporting experimentation and analytics workflows.
• Experimentation Tools: Experience with platforms such as Statsig, Optimizely, VWO, or similar tools used to run and monitor experiments.
• BI tools such as Looker or Tableau. (SEO-specific tools are a plus, e.g., Google Search Console, SEMrush, Ahrefs, Botify, Screaming Frog)
• Testing & Statistical Knowledge: Strong foundation in experimental design, statistical significance, and methods to measure incremental impact.
• Marketplace Context: Previous experience in a two-sided marketplace or consumer tech environment will be highly regarded.

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.

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