Senior Director, edX Brand & Content

What We’re Looking For

The Senior Director, edX Brand & Content Strategy will define edX’s brand in the market and build 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

• 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
  • Build 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
  • Set 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

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
• Fluent in applying AI tools to accelerate content production, improve quality, and drive measurable marketing performance
• Experience in marketplace or scaled digital environments
• Operator mindset; builds from zero

Benefits & Culture

• Comprehensive benefits (unique per country)
• Medical, dental, and vision coverage
• Life insurance, disability, and 401(k) employer match
• Free snacks and drinks in-office
• Generous paid holidays and leave policies, including unlimited PTO
• Additional time off benefits include: volunteer days, parental leave, and a company-wide winter break

About 2U

2U partners with the world's top universities and companies to develop and deliver education programs that accelerate careers and transform lives. Through partnerships with the world’s leading colleges, universities, and companies, 2U delivers thousands of online programs to millions of learners worldwide on edX, its global learning platform. From executive education and professional credentialing to master’s degree programs and free, open courses, 2U transforms how top institutions deliver workforce-aligned online education, enabling professionals to advance without pausing their careers.