Lori Lebel

About Lori Lebel

I am a Senior Lifecycle Marketing Strategist with a track record of driving high-impact growth at scale. Currently at Upwork, I architect sophisticated, behavior-driven journeys for a global two-sided marketplace, consistently exceeding business targets by over 130%.My approach combines a deep understanding of user psychology with a technical \"full-stack\" mentality. I specialize in leveraging Composable CDPs and Machine Learning to move beyond generic automation into true, real-time personalization. I am an expert at navigating the \"zero-to-one\" phase of program building as well as optimizing mature, multi-channel ecosystems (Email, Push, In-Product).Core Expertise:Strategy: Onboarding Optimization, Churn Prevention & RetentionTechnical Stack: Braze, Hightouch, Salesforce Marketing Cloud, SegmentAnalytics: Looker, Tableau, A/B Testing & Multivariate ExperimentationOperations: Leading cross-functional teams (Product, Eng, Analytics, Creative) in remote-first, agile environments (Linear, Jira, Asana, Monday.com).I thrive in high-velocity, distributed tech cultures where data-driven decision-making is the North Star.

Experience

1. Senior Lifecycle Marketing Manager

   Upwork

   Mar 2025 — Present

Education

• The University of Texas-Pan American

  BA, Communications Journalism - PR/Advertising

  2006 — 2008

• The University of Texas at Austin

  M.A., Advertising

  2009 — 2011

Skills

• Press Releases
• Public Relations
• Editing
• Online Advertising
• Email Marketing
• Retail
• Social Media Marketing
• Digital Marketing
• Account Management
• Account Planning
• Marketing Communications
• Facebook
• Strategy
• E-Commerce
• Marketing
• Integrated Marketing
• Competitive Analysis
• Marketing Strategy
• Social Media
• Advertising
• Google Analytics
• Media Planning