UPWORK
Overview
As a key player on Upwork’s social team, I drive content strategy, trend-driven campaigns, and real-time brand moments. From influencer collaborations to viral activations, my work keeps Upwork at the center of cultural conversations while delivering high engagement and visibility.
Project Breakdown
Upwork’s social presence thrives on cultural relevance, strategic content, and data-driven engagement. In my role, I manage inbound requests, oversee content creation, optimize publishing, and analyze performance to ensure Upwork’s channels stay dynamic, engaging, and ahead of trends. My work spans editorial planning, campaign ideation, influencer partnerships, and real-time marketing, consistently pushing the brand into viral moments and meaningful conversations.
My Role
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Content Strategy & Execution – Developed and maintained the weekly editorial calendar, ensuring seamless collaboration across teams.
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Social Listening & Trendspotting – Monitored cultural moments, platform trends, and industry shifts, pitching ideas that positioned Upwork as a relevant and engaging brand.
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Campaign Development – Led influencer collaborations, brand activations, and reactive social moments that drove high engagement and visibility.
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Performance & Insights – Supported reporting by analyzing metrics across organic and paid content, contributing to monthly and quarterly strategic insights.
Key Campaigns
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International Coffee Day – Influencer Collaboration
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To celebrate International Coffee Day, I ideated and executed an influencer campaign featuring @YourCoffeeDude and @MatchaMommy—tapping into the coffee vs. matcha debate in a way that felt natural for Upwork’s audience.
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Results:
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114K+ impressions
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10.24% engagement rate (well above industry benchmarks)
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Most shared post on Instagram in Q3 (+15% & +299% above benchmarks, making up 43% of total shares)
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Impact and Outcome
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Continuously push social boundaries, finding unexpected, trend-driven moments that make Upwork a standout brand on social media.
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Elevate brand engagement by blending cultural awareness, creativity, and strategy in a way that resonates with both freelancers and businesses.
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Maintain a data-driven approach, ensuring every campaign and post contributes to stronger performance, visibility, and engagement.