What We’re Looking For:
The Marketing Lead manages the marketing strategy for a portfolio of university online short courses in a specific product or University vertical, including a digital marketing spend budget of ~$50K/day. The Marketing Lead oversees the full marketing cycle which includes lead generation, nurturing and conversion, using a data lead approach. It is the Marketing Lead’s responsibility to define an optimal marketing strategy with the overall objective being to generate high volumes of qualified prospects and be accountable to the course and portfolio performance.
Responsibilities Include, But Are Not Limited To:
Direct and oversee all aspects of marketing strategy for a portfolio of online short courses. The Marketing Lead is held accountable for the performance of marketing campaigns against student targets, and is tasked with ensuring these campaigns are efficient, effective and profitable.
Manage the execution of Marketing and Conversion strategies, and regularly analyse the lead generation and conversion components of the campaign to ensure that the work being done by the various Marketing and Brand departments is of the standard required to achieve the expected targets.
Forecast course performance and make adjustments should the forecast be higher or lower. The Marketing Lead communicates these forecasts to the business alongside a brief summary of recent and planned activity.
Drive in-depth analysis of campaigns during and post course presentation, and ensure that insights are distilled into actionable outcomes that will improve performance of future campaigns.
Forms an important part of the University Leadership Team (UPLT) to ensure revenue growth and to drive initiatives and priorities with internal and external stakeholders
Use a data-led approach to dictate the marketing mix, both digital and traditional, and campaigns to be implemented by the digital media teams.
Things That Should Be In Your Background:
Marketing Degree or similar qualification with at least 5 years of experience directly managing marketing strategy, brand strategy or a related function.
Minimum 5 years in digital marketing required.
Detailed knowledge of digital marketing platforms, including Facebook, Instagram, Google Adwords, Google Analytics, etc.
Intermediate skills in Google, Excel, Tableau, Salesforce or similar BI and CRM tools required
Strong quantitative skills and proven ability to drive strategies rooted in practical analyses
Other Attributes That Will Help You In This Role:
Self-starter and voracious learner who is technical, analytical, organised and able to manage multiple projects to excel in a fast-paced environment
An understanding of performance marketing, email and content marketing advantageous
Strong relationship building skills and ability to lead with influence in a complex matrix environment
About 2U Inc. (NASDAQ: TWOU)
2U is comprised of 3 lines of business: Graduate Degree Programs, Short Course, and Boot Camps. Going beyond traditional learning management systems, we use tech, people, and data to help top universities and enterprise organizations transform in the digital era—and eliminate the back row in higher ed. We support lifelong learning which means thinking beyond a single degree. It means finding ways for students to gain the skills they need to change careers, evolve their expertise, and meet the challenges of the changing world head-on. We help our partners fill those needs—developing new digital education technologies and offerings capable of supporting students at different points in their lives. Whether they need a simple refresher, to learn something new, or to change their career trajectories completely, our partners are there to help them succeed. Together with our partners, 2U has positively transformed the lives of more than 275,000 students and lifelong learners.
2U Diversity and Inclusion Statement
2U is an Equal Opportunity Employer that is committed to diversity and inclusion. Applicants from the previously disadvantaged groups and people with disabilities will be given preference.
Why It’s Great to Work at 2U
2U Cape Town offers a high-energy work environment that’s both challenging and fun. We work hard, but our offices are casual and social places. We wear jeans to work and fuel brainstorming sessions with coffee from our in-house barista. We have other in-house perks like subsidised healthy meals, a gym with free yoga sessions and social events all year round. We celebrate special milestones like birthdays and workaversaries, truly showing that #RelationshipsMatter.
2U Cape Town offers a comprehensive benefits package:
2 complimentary Getsmarter short courses per year
Subsidized medical aid with Discovery
4% 2U contribution towards Discovery Life Pension Fund and Group Risk Benefit
Employee Assistance Program (EAP)
Generous leave policy including time off to volunteer for non-profit organizations
Note: 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.