Senior Director, edX Brand & Content

About this role

<p class="p1">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. </p> <p class="p2"><strong>What We’re Looking For:</strong></p> <p>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.</p> <p class="p2"><strong>Responsibilities Include, But Are Not Limited To:</strong></p> <p><strong>Brand Positioning & Messaging</strong></p> <ul> <li> <ul> <li>Define clear, differentiated positioning for edX vs competitors </li> <li>Translate into consistent messaging across site, lifecycle, and partner experiences</li> <li>Ensure every experience reinforces brand clarity, credibility, and trust</li> <li>Build scalable frameworks to maintain consistency across partners and programs</li> </ul> </li> </ul> <p><strong>Content Strategy</strong></p> <ul> <li> <ul> <li>Own the end-to-end content strategy across SEO, social, and lifecycle</li> <li>Align content to measurable outcomes: traffic, conversion, revenue</li> <li>Create engaging, persuasive, and learner-focused content that drives conversions and builds brand trust</li> <li>Build and scale a high-output content system aligned to traffic, conversion, and revenue</li> <li>Leverage AI tools to enhance the creative process, increase output, and accelerate testing</li> </ul> </li> </ul> <p> <strong>AI & Search Visibility</strong></p> <ul> <li> <ul> <li>Define the content and authority strategy required to win in AI-driven discovery in partnership with the SEO team</li> <li>Builds authoritative narratives that drive digital reputation and sentiment to ensure that edX is visible, trusted, and cited across search and AI surfaces</li> </ul> </li> </ul> <p><strong>Lifecycle Content & Monetization</strong></p> <ul> <li> <ul> <li>Define messaging frameworks across the full learner journey</li> <li>Ensure consistency from first touch through conversion and repeat engagement</li> <li>Sets the strategic content direction and partners with Lifecycle team to improve brand-led activation, conversion, and retention</li> </ul> </li> </ul> <p><strong>Social & External Discovery</strong></p> <ul> <li> <ul> <li>Define and manage edX’s voice across social, creators, and community platforms</li> <li>Ensure edX is present where learners research, validate, and form opinions</li> <li>Build repeatable content and distribution systems that reinforce brand</li> </ul> </li> </ul> <h4><strong>Success Metrics</strong></h4> <ul> <li>Growth in non-branded organic visibility</li> <li>Conversion rate (site + lifecycle)</li> <li>Content contribution to revenue</li> <li>AI/search visibility and share of voice, including sentiment</li> <li>Brand awareness and consideration</li> </ul> <p class="p2"><strong>Things That Should Be In Your Background:</strong></p> <ul> <li>8-10+ years in brand/content with business accountability</li> <li>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.</li> <li>Deep expertise in SEO and AI-driven discovery, with a track record of materially improving organic traffic, visibility, and conversion</li> <li>Fluent in applying AI tools to accelerate content production, improve quality, and drive measurable marketing performance</li> <li>Experience in marketplace or scaled digital environments</li> <li>Operator mindset; builds from zero</li> </ul> <p><em><span style="font-weight: 400;">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.</span></em></p> <p><strong>Benefits & Culture</strong></p> <p class="p1">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. </p> <p…