ZipRecruiter

Log In

1

Upstream Marketing Jobs (NOW HIRING)

Hologic

Marketing Manager, Instrumentation

Marlborough, MA · Remote

$110K - $173K/yr

Partner with upstream marketing and product teams to ensure customer and market insights inform portfolio and roadmap decisions Sales Enablement & Field Engagement * Develop high‑impact sales tools ...

next page

Showing results 1-20

All JobsUpstream Marketing Jobs

Upstream Marketing information

See salary details

$59.5K

$88.3K

$108.5K

How much do upstream marketing jobs pay per year?

As of Jun 10, 2026, the average yearly pay for upstream marketing in the United States is $88,333.00, according to ZipRecruiter salary data. Most workers in this role earn between $67,500.00 and $102,500.00 per year, depending on experience, location, and employer.

What is upstream marketing?

Upstream marketing refers to the strategic process of identifying and addressing customer needs before a product or service is developed. It involves market research, trend analysis, and concept development to guide product innovation and positioning. Upstream marketing aims to ensure that products meet market demands and have a clear value proposition, which helps companies gain a competitive edge. This approach is typically distinguished from downstream marketing, which focuses on promoting and selling finished products.

What is the difference between Upstream Marketing vs Product Marketing?

AspectUpstream MarketingProduct Marketing
FocusMarket research, customer needs, and product strategy developmentProduct positioning, messaging, and go-to-market strategies
Work EnvironmentCollaborates with R&D, sales, and executive teams during product conceptionWorks closely with sales, customer support, and product teams during product launch and lifecycle
CredentialsMarketing or business degree, market research experienceMarketing background, product management experience

Upstream Marketing primarily focuses on understanding market needs and shaping product strategies early in development, while Product Marketing concentrates on positioning, messaging, and launching products to the market. Both roles are essential in the product lifecycle but differ in their timing and specific responsibilities.

What are the key skills and qualifications needed to thrive in Upstream Marketing, and why are they important?

To thrive in Upstream Marketing, you need a strong background in market research, strategic planning, and product development, often supported by a degree in marketing, business, or a related field. Familiarity with market analysis tools, CRM systems, and data analytics platforms is typically required. Excellent communication, creativity, and cross-functional collaboration skills help professionals generate valuable insights and align stakeholders. These competencies are crucial for identifying market opportunities, shaping product strategy, and driving long-term business growth.

How does an Upstream Marketing professional typically collaborate with product development and sales teams?

Upstream Marketing professionals play a key role in aligning product strategy with market needs, working closely with both product development and sales teams. They gather and analyze market intelligence to inform product features, positioning, and go-to-market strategies. Regular collaboration involves participating in cross-functional meetings, providing market feedback to R&D, and equipping sales teams with insights on customer personas and value propositions. This ensures new products are both innovative and aligned with customer demands, supporting overall business objectives.
More about Upstream Marketing jobs
What cities are hiring for Upstream Marketing jobs? Cities with the most Upstream Marketing job openings:
What states have the most Upstream Marketing jobs? States with the most job openings for Upstream Marketing jobs include:
What job categories do people searching Upstream Marketing jobs look for? The top searched job categories for Upstream Marketing jobs are:
Upstream Marketing jobs near you
Senior Manager, Upstream & Downstream Marketing

Senior Manager, Upstream & Downstream Marketing

DENTALEZ

Malvern, PA • On-site

$90K - $145K/yr

Full-time

Posted 4 days ago

Job description

Senior Manager, Upstream & Downstream Marketing
Summary
The Manager of Upstream & Downstream Marketing is responsible for shaping product strategy through deep market insight and driving commercial success through effective go-to-market execution. This role bridges product, marketing, sales, and customer experience to ensure that what the company builds aligns with market needs-and that what the company launches succeeds in the market. The ideal candidate can develop and integrated marketing plan and is comfortable with ambiguity, and skilled at turning insights into action.
Key Responsibilities
Upstream Marketing (Market Insight & Product Strategy)
  • Lead market research, customer segmentation, competitive analysis, and voice-of-customer programs to identify unmet needs and growth opportunities.
  • Partner with Product Management to define product positioning, value propositions, and long-term roadmap priorities.
  • Develop business cases for new products, features, and market expansions.
  • Translate market insights into clear product requirements and strategic recommendations.
  • Monitor industry trends, competitive pricing, emerging technologies, and regulatory changes that may impact product strategy.

Downstream Marketing (Go-to-Market & Demand Generation)
  • Own the go-to-market strategy for new product launches, including messaging, pricing input, channel strategy, and sales enablement.
  • Build integrated marketing campaigns across digital, content, events, and partner channels to drive awareness, adoption, and revenue.
  • Collaborate with Sales to develop tools, training, and collateral that support effective selling.
  • Optimize marketing funnel performance through data-driven experimentation and continuous improvement.
  • Develop and track KPIs on leads, product adoption, customer acquisition cost, and campaign ROI.

Cross-Functional Leadership
  • Serve as the connective tissue between Product, Sales, Marketing, and Customer Success.
  • Facilitate alignment on product priorities, launch timelines, and market messaging.
  • Present insights and recommendations to senior leadership to guide strategic decisions.
  • Manage external agencies, research partners, and vendors as needed.

Qualifications
  • Bachelor's degree in Marketing, Business, or related field; MBA preferred.
  • 5-8+ years of experience in product marketing, strategic marketing, or related roles.
  • Demonstrated success in both upstream (strategy, research, positioning) and downstream (campaigns, GTM, enablement) marketing.
  • Strong analytical skills with the ability to translate data into actionable insights.
  • Excellent communication, storytelling, and cross-functional collaboration abilities.
  • Experience in dental is a plus.

Success Looks Like
  • Clear, insight-driven plans that aligns with market needs - both push for dealers and demand gen for end users.
  • Strong, differentiated product positioning that resonates with target audiences.
  • High-impact launches that accelerate adoption and revenue.
  • A predictable, scalable marketing engine that supports growth.
  • A unified commercial team aligned around the same story and strategy.

DentalEZ provides equal employment opportunity to all individuals regardless of their race, color, religion, age, sex, sexual orientation, gender identity, national origin, disability, protected veteran status, genetic information or any other characteristic protected by state, federal, or local law. DentalEZ is a drug free workplace; candidates subject to post-offer, pre-employment drug screening.

Apply