Yeesh, when you talk about clients who understand how to build a brand through great work, you’ll undoubtedly bring up Melissa Waters, CMO of Upwork. Melissa talks about how Upwork is leading the way in the “new work awakening” and telling those stories with some of the best advertising of the year, their “This is how we work now” campaign…okay, the Zombie CEO campaign. If you haven’t seen it, you’ll want to.

00:18 - Melissa Intro

02:04 - Journey to Upwork

05:42 - Upwork Mission

08:47 - Does Upwork drive the industry or fill the need

12:41 - Covid affecting strategy

15:38 - Empathy with your customer

20:22 - Company culture in a remote workforce

23:21 - Global layoffs bringing opportunity to Upwork

26:02 - Smart advertising

37:39 - What needed to change at Upwork when you arrived

39:51 - Tone of voice

44:27 - Where can you find Upwork

https://www.upwork.com/howwework

https://www.linkedin.com/in/melissawaters/