The Senior Director, edX Brand & Content Strategy will define edX’s brand positioning and presence across every touchpoint—including website, lifecycle, social, paid media, partner experiences, and AI‑driven discovery. The role builds a durable brand and content engine that drives traffic, trust, conversion, user activation, and makes edX the most credible, discoverable, and conversion‑ready learning platform.
Responsibilities
- Brand Positioning & Messaging
- Define clear, differentiated positioning for edX versus competitors.
- Translate that positioning into consistent messaging across the 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, 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.
- Build 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.
- Set the strategic content direction and partner with the 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.
Preferred Background
- 8‑10+ years in brand/content with business accountability.
- An operator mindset who thrives in a build‑from‑zero environment and is 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.
While this position is open to remote candidates across the U.S., we prioritize those who live in the Washington‑Baltimore metropolitan area and who can come into our Headquarters in Arlington, VA two days a week.
Benefits
- 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: volunteer days, parental leave, and a company‑wide winter break.
The anticipated base salary range for this role is $187,700 – $194,200, with potential bonus eligibility.
Diversity & Inclusion Statement
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
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.
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