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SVP Marketing Strategy
3 months ago
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 & CultureWorking 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 #NoBackRowNote:
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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