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 on a mission to optimize our growth engines and maximize the impact of our organic discovery. As a Marketing Analyst focused on SEO/LLM, you will be at the forefront of a shifting digital landscape, developing the measurement frameworks that help us win in both traditional search and the emerging world of AI-driven Large Language Model (LLM) discovery. This is an exciting opportunity to tackle a multitude of challenges, from measuring long-tail keyword performance to evaluating how conversational AI-products impact our marketplace visibility. You will partner cross-functionally with SEO managers, product teams, and data science to drive insights that shape our organic growth strategy and our visibility in an AI-driven search landscape. 

Your Responsibilities:

• Advanced SEO & LLM Analytics: Create an analytics framework and metrics for evaluating LLM and traditional organic search performance of the company. Drive data-driven insights across the organic marketing funnel—including LLM, GEO, AIO, SEO and customer engagement.

• Data Extraction & Technical Analysis: Extract and analyze data using SQL, Python, and R to discover insights into the customer journey from organic channels. Insatiably curious about the customer journey - from start to finish - and ways to maximize demand.

• Tool-Driven Insights: Utilize Google Search Console (GSC) and SEMRush/Ahrefs to perform deep-dives into keyword performance, click-through rate (CTR) optimization, and technical site health (e.g., crawlability and indexing trends).

• AI Discovery Measurement: Analyze Upwork’s "Share of Voice" within AI discovery engines (like Perplexity, ChatGPT, and Google Gemini) by tracking citations and sentiment in LLM-generated responses.

• Experimentation & Testing: Propose, design, and analyze incrementality tests using statistical tools to understand the impact of AI-generated content and SEO optimizations on the marketplace.

• Strategic Communication: Present in key meetings and business reviews with marketing leadership to deliver insights that compel changes in our growth strategy.

What it takes to catch our eye:

• A degree in Mathematics, Physics, Statistics, Economics, Computer Science, or a related field.

• SEO Analytical Experience: Proven experience in marketing analytics with a background in organic search, segmentation, and technical SEO optimization.

• Technical Proficiency: Strong SQL skills and proficiency in Python or R for manipulating large datasets and driving analytics projects end-to-end.

• Tool Expertise: Deep experience with Google Search Console, SEO Clarity, Botify/Screaming Frog, and BI tools such as Looker or Tableau.

• Testing & Statistical Knowledge: Well-versed in marketing testing and statistical methods to help understand the incremental impact of organic investments.

• Marketplace Context: Previous experience in a two-sided e-commerce marketplace 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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