oDesk was expanding internationally when I was contracted to support its entry into the Australian market. At the time, the remote work category was still emerging, competitive, and poorly defined, creating both opportunity and risk for the brand.
The team brought me in to help establish a clear go-to-market approach for the region and ensure the brand could gain traction without fragmenting as it expanded.
I was engaged to conceptualise and implement go-to-market strategies tailored to the Australian market, working across positioning, messaging, and market entry execution. During this period, I supported the company through its pivotal rebrand from oDesk to Upwork.
The outcome was a structured market entry and brand foundation that supported early growth in a key international region, while contributing to a rebrand that would later underpin global scale.
Years later, that work came full circle. I am now expert-vetted in the top 1% of brand consultants on Upwork, the very platform I helped grow.
