2U HQ - Lanham Office

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VP, Demand Generation

VP, Demand Generation

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What We're Looking For

2U is looking for a savvy digital marketer to lead a fast-growing group within 2U’s marketing team.


The role will oversee two functions: Digital Media Strategy and Advertising Operations. The media strategy group develops and executes marketing campaigns for biddable media channels, direct-to-publisher media buys and other strategic opportunities. The advertising operations group manages the day-to-day relationship with all external partnerships as well as the creative optimization process across most channels.


The right candidate for this role will have a proven track record for managing and developing a high-functioning media team; can seamlessly zoom in and out between lofty strategic conversations and detailed tactical assessments; and is adept at both setting and managing media targets tied to key business objectives.


Responsibilities Include, But Are Not Limited To

Key Business Objectives:

  • Work with VP, SVP or CMO to understand monthly and quarterly business objectives
  • Translate business needs into media and operations targets
  • Work with Directors of each group to report on and manage against KPIs
  • Responsible for ensuring the team’s efforts align to goals and that the objectives are met

Marketing Leadership:

  • Develop strategic frameworks to guide media and operations approaches
  • Work with direct reports to set visions related to people, process, tools and innovation 
  • Ensure teams are receiving proper training, development and exposure/experiences
  • Work with directors to innovate against processes and media strategies
  • Monitor media performance with direct reports and guide strategy of future efforts
  • Report on long-term media performance initiatives to directors, SVP and CMO
  • Lead a culture of smart testing, trial and error, and media innovation

Relationship Management:

  • Collaborate across marketing functions to ensure best-in-class efforts
  • Build solid relationships with heads of brand marketing, creative, content, analytics, etc
  • Work closely with brand marketing, creative and content to ensure creative product is innovative and effective
  • Own the process for sharing creative insights and adding value across the organization 
  • Work closely with analytics group to ensure data-driven approach is always improving and supporting the group’s media efforts
  • Collaborate with Director or Sr. Director of Digital Marketing Analytics to ensure businesses are being run effectively; communicate results in monthly business reviews
  • Collaborate with external partners and vendors including the large media channels; affiliate network partners; and individual site / media partners

Things That Should Be in Your Background

  • Proven expertise in direct response media through paid search and paid social
  • Proven ability to build a team, manage people and develop talent
  • Proven ability to set both short-term and long-term business goals based on business needs
  • Proven ability to develop strategic frameworks that guide the thinking of others
  • Experience in creative testing and optimization for paid media 
  • Exposure to affiliate marketing
  • Expertise in collaborating with other groups – particularly functions related to analytics, brand marketing, web technology and conversion rate optimization. 
  • Interest in working in a fast-paced environment and high-growth company

Other Attributes That Will Help You in This Role

  • 10+ years of experience in digital marketing and media management
  • Agency experience preferred
  • Direct response media experience a must
  • Experience with client management and/or external stakeholder management
  • Expert using web analytics tools for media campaign optimization
  • Exceptional oral and written communication skills including presentation skills
  • Some limited travel required between New York and Maryland offices

About 2U Inc. (NASDAQ: TWOU)
2U partners with leading colleges and universities to deliver the world’s best online degree programs. Our Platform, a fusion services and technology, enables schools to attract, enroll, educate, support and graduate students around the world. Our company culture is united by our No Back Row® philosophy; the idea that when we each lean in and do our part, we are better individually and collectively.

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.

Why It’s Great to Work at 2U
2U 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 snacks and seltzer.

2U offers a comprehensive benefits package:

  • Medical, dental, and vision coverage
  • Life insurance, disability and 401(k)
  • Unlimited snacks and drinks
  • Generous paid leave policies including a PTO allowance for your vacation, personal, or sick days
  • Additional time off benefits include:
    • time off to volunteer for non-profit organizations
    • parental leave after 12 months of employment
    • holidays that include a winter break from Christmas through New Year and more!
  • Tuition reimbursement program

EEO statement:
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.

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.