Melissa Waters / Upwork

<p>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.</p><p> </p><p>00:18 - Melissa Intro</p><p>02:04 - Journey to Upwork</p><p>05:42 - Upwork Mission</p><p>08:47 - Does Upwork drive the industry or fill the need</p><p>12:41 - Covid affecting strategy</p><p>15:38 - Empathy with your customer</p><p>20:22 - Company culture in a remote workforce</p><p>23:21 - Global layoffs bringing opportunity to Upwork</p><p>26:02 - Smart advertising</p><p>37:39 - What needed to change at Upwork when you arrived</p><p>39:51 - Tone of voice</p><p>44:27 - Where can you find Upwork</p><p> </p><p><a href="https://www.upwork.com/howwework">https://www.upwork.com/howwework</a></p><p><a href="https://www.linkedin.com/in/melissawaters/">https://www.linkedin.com/in/melissawaters/</a></p>