Email & Lifecyle Analytics Lead

Requirements

• Responsibilities Include, But Are Not Limited To:
• Channel Intelligence & Strategic Insights
• Architect and maintain the analytics infrastructure for the email and lifecycle organization including KPIs, dashboards, and visibility across the full funnel.
• Proactively identify trends, risks, and opportunities across lead, applicant, and enrollment journeys.
• Conduct deep-dive analysis and deliverability audits to identify performance drivers that strengthen nurture, enroll, and deadline performance.
• Detect anomalies early (e.g., deliverability shifts, performance drops, segmentation issues) and provide rapid diagnostics.
• Inform lifecycle optimization through performance analysis and trend detection - from branding and UX choices to timing, cadence, and content sequencing.
• Dashboard Development & Data Visualization
• Architect, build, and maintain advanced Tableau dashboards and reporting suites for the email/lifecycle team and senior leadership.
• Create new data views without being prompted - anticipating stakeholder needs and future business requirements.
• Translate raw data into intuitive, decision-ready insights that guide marketing, admissions, and product teams.
• Maintain standards for visualization quality, performance, and consistency across all reporting assets.
• Data Architecture & Platform Expertise
• Serve as the subject matter expert for SFMC Marketing Intelligence, data tables, and lifecycle data workflows.
• Understand SFMC/SFDC/Segment data structures, connectors, and data hygiene requirements.
• Influence how lifecycle data is captured, joined, and modeled - including recommendations for improvements.
• Partner with Engineering, CRM, and Martech teams on Snowflake, Data Cloud, and upstream data pipelines.
• Recommend the right data sources for the right insights; guide the team toward scalable and accurate data usage.
• Testing, Optimization & Performance Deep-Dives
• Partner with Email Marketing Managers and Specialists to evaluate A/B tests, nurture sequencing changes, and data-driven experiments.
• Quantify the impact of content, cadence, and channel changes on engagement and conversions.
• Build standardized frameworks for measurement, test records, and performance tracking.
• Cross-Functional Collaboration & Enablement
• Train the Email and Lifecycle teams to interpret data, diagnose trends, and use dashboards effectively.
• Build strong partnerships with Admissions, Marketing Strategy, Martech, CRM, and Product.
• Represent the lifecycle analytics function in cross-functional strategic initiatives and data planning conversations.
• Strengthen the organization's analytics maturity by championing best practices and operational rigor.
• Things That Should Be In Your Background:
• 3-5+ years of experience in marketing analytics with a strong focus on email and lifecycle performance data.
• Deep expertise in Tableau, including the ability to design executive level dashboards from scratch.
• Strong SQL experience, with the ability to write queries, validate data structures, and generate custom data sets.
• Experience with Salesforce Marketing Cloud, especially Marketing Intelligence (Datorama) and DE architecture.
• Demonstrated knowledge of the email and learner lifecycle - lead nurture, applicant nurture, enrollment, deadline strategies

Additional Information

At 2U, we are all in on purpose. We are motivated by our mission - to eliminate the back row in education - and connected by our shared passion to deliver world-class digital education at scale. As the parent company of edX, the world's leading online learning platform, 2U powers more than 4,000 online higher education offerings - from free courses to full degrees. Together with more than 230 colleges, universities, and corporate partners, we are helping to unlock human potential.

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