2U
Senior Director, edX Brand & Content
Edtech.com's Summary
2U is hiring a Senior Director, edX Brand & Content. The role leads the definition and execution of edX's brand positioning, content strategy, and AI-driven discovery to increase traffic, trust, and conversion across digital channels. The position demands building scalable brand and content systems that make edX a credible and conversion-ready learning platform.
Highlights
- Define distinct brand positioning and messaging for edX across website, lifecycle, social, paid media, and partner experiences.
- Own content strategy encompassing SEO, social, lifecycle, and AI-enhanced creative processes focused on traffic, conversion, and revenue growth.
- Develop authoritative narratives for AI and search visibility ensuring edX’s digital reputation and presence.
- Manage lifecycle content frameworks to maintain consistent messaging from first touch through conversion and retention.
- Lead social media and external discovery efforts to amplify edX’s voice and brand presence on key learner platforms.
- Measure success via non-branded organic visibility, conversion rates, revenue contribution, and brand awareness.
- Requires 8-10+ years in brand/content roles with business accountability and expertise in SEO and AI-driven content discovery.
- Experience with marketplace or large-scale digital environments and a hands-on operator mindset for building brand systems.
- Compensation range from $187,700 to $194,200 base salary with potential bonus eligibility.
- Supports diversity, inclusion, and offers comprehensive U.S. benefits including medical, dental, vision, 401(k) match, and generous paid leave.
Senior Director, edX Brand & Content Full Description
At 2U, we are all in on purpose. We are motivated by our mission – to make learning limitless– and connected by our shared passion to deliver world-class higher education at scale. As the parent company of edX, a leading online learning platform, 2U powers thousands of higher education offerings – from free courses to full degrees. Together with our college, university, and corporate partners, we are helping accelerate careers and transform lives.
What We’re Looking For:
The Senior Director, edX Brand & Content Strategy will edX stands for and how it shows up across every touchpoint: website, lifecycle, social, paid media, partner experiences, and AI-driven discovery. This role defines the edX brand in the market and builds the system that scales it. This role also builds a durable brand and content engine that drives traffic, trust, conversion, user activation and makes edX the most credible, discoverable, and conversion-ready platform in learning.
Responsibilities Include, But Are Not Limited To:
Brand Positioning & Messaging
- Define clear, differentiated positioning for edX vs competitors
- Translate into consistent messaging across site, lifecycle, and partner experiences
- Ensure every experience reinforces brand clarity, credibility, and trust
- Build scalable frameworks to maintain consistency across partners and programs
Content Strategy
- Own the end-to-end content strategy across SEO, social, and lifecycle
- Align content to measurable outcomes: traffic, conversion, revenue
- Create engaging, persuasive, and learner-focused content that drives conversions and builds brand trust
- Build and scale a high-output content system aligned to traffic, conversion, and revenue
- Leverage AI tools to enhance the creative process, increase output, and accelerate testing
AI & Search Visibility
- Define the content and authority strategy required to win in AI-driven discovery in partnership with the SEO team
- Builds authoritative narratives that drive digital reputation and sentiment to ensure that edX is visible, trusted, and cited across search and AI surfaces
Lifecycle Content & Monetization
- Define messaging frameworks across the full learner journey
- Ensure consistency from first touch through conversion and repeat engagement
- Sets the strategic content direction and partners with Lifecycle team to improve brand-led activation, conversion, and retention
Social & External Discovery
- Define and manage edX’s voice across social, creators, and community platforms
- Ensure edX is present where learners research, validate, and form opinions
- Build repeatable content and distribution systems that reinforce brand
Success Metrics
- Growth in non-branded organic visibility
- Conversion rate (site + lifecycle)
- Content contribution to revenue
- AI/search visibility and share of voice, including sentiment
- Brand awareness and consideration
Things That Should Be In Your Background:
- 8-10+ years in brand/content with business accountability
- An operator mindset who thrives in a "build from zero" environment; capable of setting high-level brand strategy but entirely willing to write copy, build assets, and execute.
- Deep expertise in SEO and AI-driven discovery, with a track record of materially improving organic traffic, visibility, and conversion
- Fluent in applying AI tools to accelerate content production, improve quality, and drive measurable marketing performance
- Experience in marketplace or scaled digital environments
- Operator mindset; builds from zero
While this position is open to remote candidates across the U.S., we will prioritize those who live in the Washington-Baltimore metropolitan area and who are available to come into our Headquarters in Arlington, VA two days a week.
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 millions of learners and counting with access to world-class higher education, then join us – and do work that makes a difference.
We offer comprehensive benefits (unique per country) and excellent work/life balance.
Full-time, U.S.benefits include:
Full-time, U.S.benefits include:
- Medical, dental, and vision coverage
- Life insurance, disability, and 401(k) employer match
- 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 ($187,700 - $194,200), 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: recruitingaccommodations@2u.com.
About 2U
2U partners with the world's top universities and companies to develop and deliver education programs that accelerate careers and transform lives. Through partnerships with the world’s leading colleges, universities, and companies, 2U delivers thousands of online programs to millions of learners worldwide on edX, its global learning platform. From executive education and professional credentialing to master’s degree programs and free, open courses, 2U transforms how top institutions deliver workforce-aligned online education, enabling professionals to advance without pausing their careers. Learn more at 2U.com.
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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