Director Brand amp Demand Strategy

Profile

What We’re Looking For:
As a Director of Brand & Demand Strategy, you will oversee brand and demand strategies for all boot camp products in the portfolio. The Director of Brand & Demand Strategy will be responsible for the development of go-to-market strategy, understanding audiences and development, campaign & program strategy, execution, and reporting insights on key KPIs aligned to the business goals and objectives of 2U Bootcamp products.
Assist in developing unique value propositions statements for go-to-market by segment
Responsible for the central design and optimization of end-to-end digital demand generation processes -- driving an orchestrated sequence of engagement, nurturing, and conversion activities -- and of automated nurturing programs, across both inbound and outbound channels, that at once both educate and qualify prospects through to a qualified lead state. This requires alignment with three core parties:
Product Marketing/Product Leads (Product Goals), Global Digital Strategy and Marketing Operations Team (Nurturing Content)
Admissions (Conversion)
Performance Analytics (Reporting)
The goal is to drive a fully integrated, perpetual lead to revenue process with tight, closed-loop marketing activities, strong buying-process alignment, and a relentless focus on marketing contributions to the pipeline.
The nature of how these programs are built and managed must be highly data intensive. Primary KPIs for this role are both the end results -- i.e., volume and conversion rate of qualified leads -- as well as the efficiency/ROI of intermediary steps -- e.g., Inquiries, Qualified Engaged, and Qualified Leads.
Responsibilities Include, But Are Not Limited To:
Set the vision for go-to-market strategy across products and manage the execution of innovative and cost-effective annual, quarterly and ongoing marketing programs (40%)
Prioritize and manage initiatives and projects aligned to revenue goals (20%)
Innovation and optimization to grow market share (20%)
Responsible for portfolio products marketplace insights and recommendations(10%)
Perform Competitive analysis in the ever-changing education space (10%)
Things That Should Be In Your Background:
7-10 years’ work experience as a marketing leader (overseeing brand and demand generation, with ample experience in B2C) with strong project management
Undergraduate degree in Business or equivalent, MBA preferred
Entrepreneurial and innovative mindset
You must be analytical and able to extract meaning from data and use this to optimize approach and a company’s forecast
Knowledge of how to drive demand through multi-channel marketing
Strong leadership when collaborating with cross-functional teams - product marketing, media, analytics
Great communicator, both in conveying best practices and project details/ideas across all levels of the company, including the executive team
Other Attributes That Will Help You In This Role:
Hands-on CRM/Marketing Automation experience
About 2U Inc. (NASDAQ: TWOU)
At 2U, we power world-class online education and in-person boot camps. Going beyond traditional learning management systems, we use tech, people, and data to help top universities 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 universities 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 university partners are there to help them succeed.Together with our partners, 2U has positively transformed the lives of more than 150,000 students and lifelong learners. **MEMBERS ONLY**SIGN UP NOW***.. has acquired and integrated two companies, broadening our portfolio of education offerings into short courses with GetSmarter and boot camps with Trilogy. This role supports our
Trilogy
line of business.
About Trilogy
Trilogy Education, a brand of 2U Inc., partners with the best universities in the world to create and manage skills-based instructional programs (boot camps) to provide training for today’s workers with tomorrow’s skills.
2U Diversity and Inclusion Statement
At 2U, we are committed to creating and sustaining a culture that embodies diverse walks of life, ideas, genders, ages, races, cultures, sexual orientations, abilities and other unique qualities of our employees. We strive to offer a workplace where every employee feels empowered by the ways in which we are different, as well as the ways in which we are the same.
Benefits & Culture
Working at 2U means working with individuals that are passionate and mission driven. We collaborate on tough problems to deliver the best outcomes for our partners, students, and each other. You will find team members working together in our open office spaces, gathered in the kitchen grabbing a snack, or taking a break in our game rooms.
2U offers a comprehensive benefits package:
Medical, dental, and vision coverage
Life insurance, disability and 401(k)
Unlimited snacks and drinks
Tuition reimbursement program
Generous paid leave policies including unlimited PTO
Additional time off benefits include:
time off to volunteer for non-profit organizations
parental leave after 9 months of employment
holidays that include a winter break from Christmas through New Years!
To learn more, visit 2U.com. #NoBackRow
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, 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, pay and dismissal.

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