During the summer of 2023, I had the privilege of serving as a strategy intern at ALTO New York, honored as Adweek’s 2023 Small Agency of the Year. Following the successful launch of "This is How We Work Now," Upwork effectively established itself as a frontrunner in shaping new paradigms of work, resulting in substantial gains in brand recognition and growth.

However, to further cement its leadership in the freelance market, Upwork needed to distinguish itself from competitors. Delving into brands active within Upwork's competitive sphere, I conducted a thorough competitive analysis to gain insight into the current landscape and pinpoint potential opportunities and challenges for Upwork. This analysis aimed to bolster Upwork's position as a trailblazer in the evolving world of flexible freelance work.