At 2U, we are all in on purpose. We are motivated by our mission – to eliminate the back row in education – and connected by our shared passion to deliver world-class digital education at scale. As the parent company of edX, the world’s leading online learning platform, 2U powers more than 4,000 online higher education offerings – from free courses to full degrees. Together with more than 230 colleges, universities, and corporate partners, we are helping to unlock human potential.
What We’re Looking For:
As Director, Organic Marketing Performance & Analysis, you will lead Organic performance, analytics and optimization for the global portfolio of partner and platform websites (190+) within the 2U ecosystem as well as the Conversion Rate Optimization (CRO) strategy to enhance lead generation and conversion rates across our global organic marketing assets.
The Director will be responsible for identifying and prioritizing organic needs based on overall business and organic performance insights. You will manage a team of organic analysts who measure and gain insights on the effectiveness of organic marketing assets and initiatives, day to day organic reporting, and proactive identification of risks/opportunities.
The Director will also lead the team responsible for conversion rate optimization (CRO) strategy to enhance lead generation and conversion rates across our global organic marketing assets.
This role demands a strategic thinker and leader with a strong background in Search Engine Optimization (SEO), data and web analytics, who can turn insights into action and influence stakeholders in a large organization. The Director will work directly with the VP, SVP and CMO to communicate and align organic marketing efforts and impacts with business objectives to drive growth.
Responsibilities Include, But Are Not Limited To:
- Drive and manage organic traffic acquisition and conversion strategy across multiple product verticals, including inbound marketing websites, demand generation landing pages, lead generation websites, and program application pages, ensuring alignment with business goals.
- Direct manager of a team of analysts, CRO specialists and senior managers, ensuring their continuous professional growth and alignment with the company's objectives. Proactively remove roadblocks, provide necessary guidance, and clearly communicate priorities to your team.
- Own the development of digital marketing forecasts by channel, to identify business risks and opportunities, in collaboration with Marketing and Finance leadership.
- Partner with Data Engineering leadership to drive organic measurement roadmap, identify and resolve impediments affecting the analytics team's efficiency, and ensure seamless access to and integration of organic marketing data for strategic decision-making.
- Effectively communicate Organic Marketing Channel performance to Marketing executives and other key business leaders to help influence strategic direction.
- Provide guidance and support to team members
- Supervises assigned staff, makes hiring recommendations, trains, provides work direction, problem-solving assistance and oversees the daily operations of the team.
- Manages staff, scheduling, assigns work, makes decisions related to salary increases, promotions, transfers, demotions, or terminations.
- Own holistic performance analysis and reporting across full spectrum of organic channel marketing
- Create and manage scalable reporting and dashboards that monitor marketing key performance indicators (KPIs), highlight areas of improvement, and influence strategy.
- Develop and deliver digital marketing forecasts by channel, to identify business risks and opportunities.
- Build a strong partnership with stakeholders to understand top priorities and strategies; and with cross-functional partners to provide strategic advice on marketing performance and operational efficiency.
- Lead test design in partnership with our Marketing Strategy & Operations teams to improve traffic conversion rates.
- Solve challenging business problems creatively, efficiently, and independently, especially when faced with time and operational constraints or ambiguity.
- Work with and manipulate large, complex data sets for analysis and report creation.
- Deliver on multiple initiatives in the same time frame with minimal supervision.
Things That Should Be In Your Background:
- BS or BA Degree
- 10+ years of experience with a data visualization tool, such as Tableau
- 6+ years of experience analyzing data sets
- 7+ years of experience in marketing, business analytics, operations analytics, management consulting, sales operations or finance organizations
- 3+ years of forecasting/modeling experience
- 3+ years of leading a team with various levels of experience and expertise
Other Attributes That Will Help You In This Role:
- Strong communication and presentation skills
- Comfortable operating in ambiguity and surfacing operational efficiencies to solve challenging problems
- Experience planning, building, and iterating dashboards
- Experience working with or in diverse teams and stakeholders
- Experience managing a small team
Benefits & Culture
Our global employee base is a diverse collection of innovators, dreamers, and doers working together to transform lives through higher education. We believe that every employee can advance our shared purpose, and that life at 2U should be fun and meaningful. If you’re excited by the opportunity to provide over 40 million learners and counting with access to world-class online higher education, then join us – and do work that makes a difference. #NoBackRow
We offer comprehensive benefits (unique per country) and excellent work/life balance.
Full-time, U.S. benefits include:
- Medical, dental, and vision coverage
- Life insurance, disability, and 401(k) employer match
- Employee stock purchase plan
- Free snacks and drinks in-office
- Generous paid holidays and leave policies, including unlimited PTO
- Additional time off benefits include: volunteer days, parental leave, and a company-wide winter break
The anticipated base salary range for this role is ($100,000 - $160,000), with potential bonus eligibility. Salary offers are made based on the candidate’s qualifications, experience, skills, and education as they directly relate to the requirements of the position, budget for the position and cost of labor in the market in which the candidate will be hired.
2U Diversity and Inclusion Statement
At 2U, we are committed to building and sustaining a culture of belonging, respect, and inclusion. We are proud of the steps we’ve taken to bring together an employee base that embodies diverse walks of life, ideas, genders, ages, races, cultures, sexual orientations, abilities and other unique qualities. We strive to offer a workplace where every employee feels empowered by what makes us different, as well as by how we are alike.
2U is committed to providing reasonable accommodations during our recruitment process. If you need assistance or accommodations, please reach out to us at: [email protected].
About 2U Inc. (NASDAQ: TWOU)
For more than a decade, 2U, Inc. has been the digital transformation partner of choice to great non-profit colleges and universities delivering high-quality online education at scale. As the parent company of edX, a leading global online learning platform, 2U provides over 45 million learners with access to world-class education in partnership with more than 230 colleges, universities, and corporations. Our people and technology are powering more than 4,000 digital education offerings — from free courses to full degrees — and helping unlock human potential. To learn more: visit 2U.com.
About edX
edX is the education movement for restless learners and a leading global online learning platform from 2U, Inc. (Nasdaq: TWOU). Together with the majority of the world’s top-ranked universities and industry-leading companies, we bring our community of over 45 million learners world-class education to support them at every stage of their lives and careers, from free courses to full degrees. And we're not stopping there — we're relentlessly pursuing our vision of a world where every learner can access education to unlock their potential, without the barriers of cost or location. Learn more at edX.org.
Learn more at https://2u.com/careers/
#NoBackRow
The above statements are intended to describe the general nature and level of work performed by individuals assigned to this position, and are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required. All employees may be required to perform duties outside of their normal responsibilities from time to time, as needed.
2U is an equal opportunity employer that does not discriminate against applicants or employees and ensures equal employment opportunity for all persons regardless of their race, creed, color, religion, sex, sexual orientation, gender identity, pregnancy, national origin, age, marital status, disability, citizenship, military or veterans’ status, or any other classifications protected by applicable federal, state or local laws. 2U’s equal opportunity policy applies to all terms and conditions of employment, including but not limited to recruiting, hiring, training, promotion, job benefits and pay.
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