Email & Lifecyle Analytics Lead

About this role

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.

What We’re Looking For:

The Email & Lifecycle Analytics Lead is the technical lead for data integrity and performance intelligence for the email and lifecycle marketing organization. This role goes far beyond reporting. It is responsible for architecting the analytics foundation that powers our learner journeys across lead, applicant, and enrollment funnels.

This individual will proactively identify opportunities, build dashboards before they are requested, and provide the data visibility and diagnostic rigor needed to elevate lifecycle performance. They will act as both a technical expert (Tableau, SQL, SFMC/Marketing Intelligence, data models) and a channel specialist with a strong understanding of email, lifecycle marketing, conversion funnels, and the student decision journey.

The ideal candidate is a go-getter, self-starter, data-driven storyteller, and hands-on builder. They will thrive in ambiguous environments, bring clear opinions about how lifecycle data should be structured and visualized, and help influence cross-functional partners. This role plays a critical part in optimizing the email channel from end to end and ensuring the team consistently operates with best-in-class insights.

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…