2U HQ - Lanham Office

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Senior Director, Organic Strategy

Senior Director, Organic Strategy

ID 
2017-4284
Job Locations 
US-NY-New York
Category 
Marketing

More information about this job

What We're Looking For

The Sr. Director of Organic Strategy is responsible for organic prospect volume and organic site performance and revenue from organic sources, which includes organic search, partner referral traffic and overall organic conversion rates, for all 2U-powered programs. He or she must be an organic search activist with the enthusiasm to teach others and is comfortable with learning and discussing technical concepts related to web development and information systems. He or she should be a self-motivated individual with a track record of leadership. The Sr. Director of Organic Strategy is expected to translate complex data and insights into executable business/program strategy and will oversee the SEO and Conversion Rate Optimization (CRO) teams within the Marketing Tech team.

 

The SEO team is tasked with developing, measuring & reporting on organic search strategy on 2U’s portfolio of websites; researching & recommending new programs & program expansions; making SEO & conversion recommendation on partner websites, and supporting Inbound execution of strategy via SEO’s KPI framework. The CRO team is focused on the collection and analysis of web data, shaping the conversion rate optimization (CRO) vision across several dozen web properties. W hile these teams are located in our NYC office, a requirement of the job is interfacing heavily with teams in other office locations as well as partner universities around the country. Some travel will be required. T his role reports to the VP of Inbound Marketing.

Responsibilities Include, But Are Not Limited To

Drive ROI

  • Manage a team of SEOs and organic analysts
  • Optimize 2U’s organic channels including SEO, referral traffic, conversion performance, etc. to maximize revenue
  • Own revenue generation targets for 2U’s organic marketing
  • Maximize SEO & conversion opportunity on 2U Partner websites
  • Ensure all new program & program expansions are viable from an organic search perspective
  • Work closely with Demand Generation team to standardize search strategy with an emphasis on maximizing the synergies between organic & paid search and driving revenue
  • Consult on SEO risks/upside of potential web acquisitions

Drive Business Efficiency

  • Help to develop and optimize prioritization frameworks and utilize these to create and execute upon goals
  • Work with Content and Outreach teams to set priorities
  • Manage vendor relationships and ensure standardization within product usage
  • Drive reporting efficiency to relevant internal & external business stakeholders
  • Work with our internal Data Science team to manage integration of organic data sets and drive learnings
  • Utilize search data to inform business development strategies 

Ensure Departmental Best Practices

  • Manage, develop, and help scale a rapidly growing team
  • Department wide education and enforcement around best practices
  • Incorporate data & best practices into the workflows of teams whose work influences Organic Search outcomes, specifically Web Production, Content, Brand, Inbound Marketing and New Program teams
  • Provide organic insights regarding industry trends, tactics, & strategies, forecasting wherever possible. Work with internal stakeholders to ensure best practices are incorporated into CMS & future TechDev enhancements
  • Assist our partners in the transfer of best practices, especially when it comes to their own CMS migrations and redesigns

Things That Should Be in Your Background

General

  • Bachelor’s degree required; Master’s degree a plus
  • 8+ years SEO/Organic search marketing experience (Lead Generation or Digital Agency a plus)
  • 5+ years managing an SEO, Inbound or other web Marketing team
  • Proven track record of scaling an internal team
  • Extensive knowledge of scalable SEO and inbound marketing techniques
  • Extensive knowledge of conversion rate optimization (CRO) and landing page optimization techniques and familiarity with user experience best practices 

Extensive experience with web analytics and testing suites:

  • Google Analytics (Google Analytics certification strongly preferred), Search Console, additional web analytics tools (Omniture, WebTrends), Segment (formerly Segment.io), Optimizely (or another testing platform), Marketo (or another marketing automation tool), Tableau (or other data visualization tools), and Salesforce CRM

Extensive experience with SEO toolsets:

  • Deep understanding of Brightedge (or similar SEO platform: Conductor, Searchmetrics)
  • Deep understanding of Majestic (or similar: Moz, Ahrefs)

Other

  • Understanding of current data visualization tools, Tableau preferred
  • Strong familiarity with paid search marketing and how paid & organic search works together
  • Expert interpersonal communication skills and the ability to work on cross functional teams
  • Excellent communication, presentation, writing, and research skills
  • A desire to stay on top of emerging web marketing and technology trends
  • Strong attention to detail, love of process-building, and desire to help grow a business unit
  • Enthusiasm and the ability to thrive in an atmosphere of constant change
  • Ability to think out of the box and find creative, unorthodox solutions when needed
  • Must be able to prioritize and handle multiple large scale projects assignments simultaneously
  • Familiarity working with teams and clients who are remote