Upwork welcomed the former global vice president of marketing for Instagram at Meta, Melissa Waters as its new Chief Marketing Officer.

“This is an exciting time to be joining Upwork’s visionary leadership team,” Waters stated in a press release. “For the first time in decades, people are questioning what we call ‘work’ and how we do it. As the world’s work marketplace, Upwork is uniquely positioned to not only capitalize on this shift but shape what work looks like in the future. I look forward to helping take Upwork’s brand story to new heights.”

She has deep expertise in supporting high-growth companies to scale, launching new strategies and building world-class brands, according to Upwork president and CEO Hayden Brown.

Water’s expertise would be “key to increasing awareness of Upwork and capitalizing on our $1.3 trillion total addressable market opportunity,” Brown said.

Apart from Meta, Waters has spent a little over two years in Lyft as VP of Marketing where she led integrated brand partnerships with Netflix, Disney, and Budweiser. She was also the VP for Brand and Product Marketing at Pandora with which she was for four years.

Her accolades include being named to Business Insider’s 25 most innovative CMOs in the world in 2018, Fast Company’s Most Creative People 2018 and Adweek 50’s most indispensable executives across marketing, media, and technology.   

She graduated with Latin honors from the University of Houston with a degree on B.A. Journalism and Public Relations, Minor in Marketing.

Waters has recently posted on LinkedIn three open job roles in Upwork which are: VP for Growth Marketing; VP for Enterprise Marketing, and VP for Communications.

Upwork also recently hired Patrick Hedren for a newly created role of vice president, global head of public policy and government relations.