Senior Director, edX Brand & Content

Requirements

• 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
• 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
• 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
• 2U Diversity and I

Benefits

Additional Information

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.

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