Senior Marketing Technology Manager

Upwork•Toronto, ON

7h•$141,250 - $220,250•Hybrid

About The Position

Upwork Inc. is seeking a Senior Marketing Technology Manager to shape the systems that power performance marketing across Paid Acquisition, Paid Social, and SEO. This role involves owning the technical foundation for tagging, tracking, signal quality, and platform integrations, while contributing to the evolution of the MarTech ecosystem, including customer data and consent management. The ideal candidate is a marketing technologist who can move from problem definition to implementation and measurement, leveraging AI capabilities to create reliable workflows that enhance speed, accuracy, and business impact. Reporting to the Head of Marketing Technology, this senior individual contributor role will have broad influence across marketing, engineering, data, legal, and privacy teams.

Requirements

Deep expertise in marketing technology implementation across Google Tag Manager, Google Analytics, pixel strategy, server-side tagging, and advanced data layer design, paired with strong judgment on how to improve measurement quality across paid and organic channels.
Proven ability to lead complex cross-functional initiatives as a senior individual contributor, balancing strategic thinking with hands-on execution across MarTech, analytics, data pipelines, and stakeholder alignment.
Strong technical fluency in SQL, analytics tooling, and data troubleshooting, with experience partnering closely with engineers and data teams to diagnose issues and build reliable, scalable solutions.
Author and maintain Privacy Impact Assessments and data-flow documentation for marketing data, clearly articulating where data originates, the transfer mechanism used, the processing purpose, and the regulatory basis and gating controls that apply, in partnership with Legal and Privacy.
Adaptive use of AI in technical workflows, including designing prompts, testing outputs, and integrating AI tools or agents into marketing operations to improve speed, accuracy, and execution quality while maintaining human review and accountability.
A builder’s mindset grounded in sound judgment: you know when to automate, when to simplify, and how to turn repeated pain points into systems that scale across teams instead of creating long-term operational debt.

Responsibilities

Own Google Tag Manager end-to-end across tagging, tracking, and pixel deployment, improving signal quality, match rates, and data reliability for Paid Acquisition, Paid Social, and SEO programs.
Partner with channel teams to design and optimize browser-side and server-side measurement approaches, including Conversion API implementations and data syncs across CDP destinations and key platforms such as Meta, Google, LinkedIn, and Reddit.
Lead complex MarTech initiatives across tracking architecture, customer data platform integrations, consent signal orchestration, and platform onboarding, driving durable solutions that improve speed to market and campaign performance.
Build and operationalize AI-enabled workflows that automate segmentation, campaign support, personalization, and marketing operations, with clear logic, measurable outputs, and appropriate human oversight.
Evaluate emerging AI tools, agent frameworks, and integration patterns, including model orchestration approaches such as MCP, and recommend scalable solutions based on business value, technical feasibility, and long-term maintainability.
Partner cross-functionally with Engineering, Data, Legal, and Privacy to embed consent, governance, and compliance requirements into tagging, data collection, and AI-assisted marketing workflows.
Create leverage for surrounding teams by translating business needs into technical requirements, resolving operational blockers, and establishing clear processes such as office hours, intake, and prioritization that make marketing teams measurably faster.
Author and maintain Privacy Impact Assessments and data-flow documentation for marketing data, clearly articulating where data originates, transfer mechanisms, the processing purpose, and the regulatory basis and gating controls that apply, in partnership with Legal and Privacy.