SVP Marketing Strategy

Glenn Dale, MD, United States

Posted on

Aug 24, 2022

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What We’re Looking For:

The role will oversee Strategy and Analysis related to 2U’s transition to platform marketing efforts with specific focus on edX marketing. You will lead innovation, experimentation and platform adoption by growing traffic, improving monetization of the platform, opening up new monetization and cross-sell pathways and driving LTV among 2U’s portfolio of users. You will be measured via platform adoption and growth, velocity of testing and learning and ultimately overall marketing efficiency.

The right candidate for this role will have a proven track record for managing and developing a high-functioning strategy and analysis team, be able to demonstrate expertise across business types (e-commerce, funnel, LTV and retention), and lead / influence rapid experimentation and learning across functions. You should be able to seamlessly zoom in and out between lofty strategic conversations and detailed tactical assessments; be able to ideate and execute.

Responsibilities Include, But Are Not Limited To:

Key Business Objectives

Work with VP, SVP or CMO to understand monthly and quarterly business objectives

Translate business needs into spend and performance targets for each program / channel

Work with management of each function to report on and manage against KPIs

Design and drive strategic initiatives / ideas that will improve marketing performance

Sign off on all Demand Gen plans: spend, outcomes, ROI

Ensure the team’s efforts align to goals and that the objectives are met

Marketing Leadership

Set vision and goals for 2U’s transition to platform marketing focus

Develop new KPIs and metrics to monitor acquisition, growth, monetization and LTV

Collaborate across marketing functions to ensure best-in-class efforts

Develop strategic frameworks to guide analytics and decision making

Communicate progress regularly and clearly

Work with directors to constantly innovate processes and approaches

Strategy and Analysis:

Monitor day-to-day marketing performance and KPIs across functions

Roll up and report on long-term trends to SVP, CMO

Lead a culture of smart testing, trial and error, and rapid iteration

Work closely with data science team to advance intelligence and optimization

Partner with 2U program S&A teams to balance program vs. platform efforts

Partner with media teams to drive campaign efficiency and optimization

Partner with marketing operations teams to ensure efficient delivery of funnels

Revenue, Contribution, LTV and ROI:

Track investments against expected traffic, enrollments, revenue and contribution goals

Partner with data science to advance LTV measurement and frameworks

Devise tests to improve retention, cross-sell and LTV

Create bidding frameworks that guide spend within appropriate LTV risk levels

Find high-value audiences and grow them within the edX environment

Perform quarterly business reviews and communicate business health and priorities

Partner with portfolio analytics team to create and manage marketing forecasts

Direct ownership over edX investment levels

CRO :

Oversee conversion rate optimization function for 2U marketing

Develop strategic agenda and organize resources against highest priority efforts

Design new, modern intake methods

Optimize existing to maximize front-end conversion and full-funnel efficiency

Partner with product management teams to create scalable and repeatable efforts

Develop and Train High Performing Team:

Lead a culture of smart testing, trial and error, and media innovation

Ensure teams are receiving proper training, development and exposure/experiences

Consistently evaluate structure and staffing levels to ensure resources are well aligned to business objectives

Ensure we hire great talent and prioritize hiring efforts

Things That Should Be In Your Background:

10 years of experience in a business-focused digital marketing or media role

Expert analytical abilities

Proven experience with different business models including e-commerce, funnel, LTV, cross-sell and retention

Proven ability to turn analysis and insight into actionable strategies

Proven ability to both ideate and execute

Advanced statistics

Advanced capabilities with Excel, Tableau and other BI and financial modeling tools

Expert using web analytics tools for media campaign optimization

Proven experience running large, digital marketing programs across marketing channels

Proven experience in direct response and brand marketing efforts

Proven experience in overseeing or influencing successful media orgs

Proven experience in collaborating in a sales-driven organization

Proven experience influencing creative strategy

In-depth knowledge of tools related to media management, web analytics, site testing and CRM / marketing automation

Proven ability to influence and manage cross-channel and cross-functional learning agendas

Experience leading a cross-functional team of 20

About 2U Inc. (NASDAQ: TWOU)

2U is comprised of 3 lines of business: Graduate Degree Programs, Short Course, and Boot Camps. Going beyond traditional learning management systems, we use tech, people, and data to help top universities and enterprise organizations transform in the digital era—and eliminate the back row in higher ed. We support lifelong learning which means thinking beyond a single degree. It means finding ways for students to gain the skills they need to change careers, evolve their expertise, and meet the challenges of the changing world head-on. We help our partners fill those needs—developing new digital education technologies and offerings capable of supporting students at different points in their lives. Whether they need a simple refresher, to learn something new, or to change their career trajectories completely, our partners are there to help them succeed. Together with our partners, 2U has positively transformed the lives of more than 275,000 students and lifelong learners.

2U Diversity and Inclusion Statement

At 2U, we are committed to creating and sustaining a culture that embodies diverse walks of life, ideas, genders, ages, races, cultures, sexual orientations, abilities and other unique qualities of our employees. We strive to offer a workplace where every employee feels empowered by the ways in which we are different, as well as the ways in which we are the same.

Benefits & Culture

Working at 2U means working with individuals that are passionate and mission driven. We collaborate on tough problems to deliver the best outcomes for our partners, students, and each other. You will find team members working together in our open office spaces, gathered in the kitchen grabbing a snack, or taking a break in our game rooms.

2U offers a comprehensive benefits package:

Medical, dental, and vision coverage

Life insurance, disability and 401(k)

Unlimited snacks and drinks

Generous paid leave policies including unlimited PTO

Additional time off benefits include: volunteer days, parental leave, and a company-wide winter break

In Colorado, the anticipated base salary for this role is

$255,000.00 with potential bonus and equity eligibility .

Note: The final compensation for this position may consider factors including the geographic location where the work is performed (candidate’s assigned office) and prior work experience of the candidate.

To learn more, visit 2U.com. #NoBackRow

Note: 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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