Senior Director, edX Brand & Content

What We’re Looking For

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.

The Senior Director, edX Brand & Content Strategy will define what 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.

Responsibilities Include, But Are Not Limited To

Brand Positioning & Messaging

• Define clear, differentiated positioning for edX vs competitors
• Translate into consistent messaging across 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, and 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
• Builds 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
• Sets the strategic content direction and partners with 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

Things That Should Be In Your Background

• 8-10+ years in brand/content with business accountability
• 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.
• Deep expertise in SEO and AI-driven discovery, with a track record of materially improving organic traffic, visibility, and conversion