Director, Marketing Data Analytics and Activation

At 2U, we are all in on purpose. We are motivated by our mission – to eliminate the back row in education – and connected by our shared passion to deliver world-class digital education at scale. As the parent company of edX, the world’s leading online learning platform, 2U powers more than 4,000 online higher education offerings – from free courses to full degrees. Together with more than 230 colleges, universities, and corporate partners, we are helping to unlock human potential.

What We’re Looking For:

The Director of Marketing Analytics and Activation on the Marketing Technology team will play a crucial role in leading the strategic direction and execution of customer data collection, analysis and reporting, and customer activation. This leader will manage key data collection tools such as Google Analytics 4, Segment, and other analytics platforms, ensuring that data is accurately captured and shared with internal stakeholders, platforms, and external partners. The ideal candidate will have a deep understanding of marketing technology, data governance, analytics and customer activation best practices, and will lead a team in transforming data into actionable insights to drive marketing strategy and business decisions.

Responsibilities Include, But Are Not Limited To:

• Analytics Strategy & Leadership:
  • Lead the Martec analytics function, overseeing the strategic direction of data collection, measurement, and reporting to ensure alignment with business objectives.
• Data Collection Management:
  • Manage the implementation, configuration, and ongoing optimization of key data collection tools such as Google Analytics 4, Segment, and other relevant technologies. Ensure accurate and scalable data tracking across all marketing channels and platforms.
• Data Integration:
  • Ensure seamless integration and sharing of data between various internal platforms (e.g., CRM, CDP, marketing automation systems) and external partners, ensuring data integrity and consistency.
• Stakeholder Collaboration:
  • Act as the primary point of contact for all analytics-system-related inquiries. Collaborate with internal stakeholders, including marketing, product, sales, and business intelligence teams, to ensure that analytics systems efforts are aligned with broader business goals.
• Reporting & Insights:
  • Oversee the development of custom reports and dashboards that provide actionable insights into customer behavior, campaign performance, and marketing ROI. Ensure data is accessible and presented clearly to both technical and non-technical stakeholders.
• Data Governance & Compliance:
  • Establish/enforce data governance standards, ensuring compliance with relevant regulations (e.g., GDPR, CCPA) and maintaining high data quality across the organization.
• Team Management:
  • Lead and mentor a team of product managers, providing guidance on best practices in marketing analytics and activation systems setup and maintenance. Foster a data-driven culture across the marketing and technology teams.
• External Partner Coordination:
  • Manage relationships with external data and technology partners, ensuring proper data sharing, system integration, and vendor accountability.

Things That Should Be In Your Background:

• Bachelor’s degree in Marketing, Data Science, Business Analytics, or a related field (Master’s preferred).
• 7+ years of experience in web analytics, with at least 3 years in a leadership role managing analytics systems and marketing technology tooling.
• Expertise in managing and configuring Google Analytics 4, Segment, and other analytics tools.
• Strong understanding of marketing data ecosystems, including experience with CRM systems, CDP platforms, marketing automation tools, and data warehousing platforms.
• Proven experience in stakeholder management, with the ability to communicate complex data insights to non-technical audiences.
• Familiarity with data governance, compliance, and privacy regulations such as GDPR and CCPA.
• Exceptional leadership and team management skills, with a proven track record of building and mentoring high-performing analytics teams.
• Strong project management skills, with the ability to manage multiple priorities.

Other Attributes That Will Help You In This Role:

• Experience with data visualization tools such as Tableau and Looker.
• Experience with event modeling and web analytics strategy.
• Experience in integrating analytics tools and data with CRM/CDP platforms like Salesforce or HubSpot.
• Experience with customer data platforms like Salesforce or Segment.
• Knowledge of advanced attribution models and marketing mix modeling.

Benefits & Culture

Our global employee base is a diverse collection of innovators, dreamers, and doers working together to transform lives through higher education. We believe that every employee can advance our shared purpose, and that life at 2U should be fun and meaningful. If you’re excited by the opportunity to provide over 40 million learners and counting with access to world-class online higher education, then join us – and do work that makes a difference. #NoBackRow

We offer comprehensive benefits (unique per country) and excellent work/life balance.
Full-time, U.S.benefits include: 

• 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

The anticipated base salary range for this role is ($160,000 -$180,000), with potential bonus eligibility.  Salary offers are made based on the candidate’s qualifications, experience, skills, and education as they directly relate to the requirements of the position, budget for the position and cost of labor in the market in which the candidate will be hired.

2U Diversity and Inclusion Statement

At 2U, we are committed to building and sustaining a culture of belonging, respect, and inclusion. We are proud of the steps we’ve taken to bring together an employee base that embodies diverse walks of life, ideas, genders, ages, races, cultures, sexual orientations, abilities and other unique qualities. We strive to offer a workplace where every employee feels empowered by what makes us different, as well as by how we are alike. 

2U is committed to providing reasonable accommodations during our recruitment process. If you need assistance or accommodations, please reach out to us at: [email protected]. 

About 2U LLC

For more than a decade, 2U, Inc. has been the digital transformation partner of choice to great non-profit colleges and universities delivering high-quality online education at scale. As the parent company of edX, a leading global online learning platform, 2U provides over 45 million learners with access to world-class education in partnership with more than 230 colleges, universities, and corporations. Our people and technology are powering more than 4,000 digital education offerings — from free courses to full degrees — and helping unlock human potential. To learn more: visit 2U.com.

About edX

edX is the education movement for restless learners and a leading global online learning platform from 2U, LLC. Together with the majority of the world’s top-ranked universities and industry-leading companies, we bring our community of over 45 million learners world-class education to support them at every stage of their lives and careers, from free courses to full degrees. And we're not stopping there — we're relentlessly pursuing our vision of a world where every learner can access education to unlock their potential, without the barriers of cost or location. Learn more at edX.org.

Learn more at https://2u.com/careers/
#NoBackRow

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, gender identity, 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 and pay.