Upwork Appoints New CMO To Increase Brand Awareness


Upwork, the world’s work marketplace, 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.

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“It’s impossible to not be deeply inspired by the transformational moment we are in for the world of work,” said Hayden Brown, President and CEO, Upwork. “In 2022, our strategy remains laser-focused on continuing to innovate, evangelise, 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 capitalising on our $1.3 trillion total addressable market opportunity. We couldn’t be more thrilled for her to join the team.”

“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 capitalise 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.”