Senior Director, edX Brand & Content

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. 

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.

• • 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

• • 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

• • 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

• • 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

• • 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

• 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

• 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.

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. 

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.