Senior Manager Web Content Strategy

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. 

What We’re Looking For:

The Senior Manager, Content Strategy will work closely with the VP of Organic Marketing to develop and execute a comprehensive content strategy that increases organic traffic, improves user engagement, and drives lead generation and down-funnel/lifecycle conversion across 2U marketing assets.

This role is responsible for setting the strategic roadmap for all major content types (program pages, blogs, student success stories, and lead magnets), ensuring content aligns with user intent, SEO priorities, and conversion goals. The Sr. Manager partners deeply with SEO, CRO and Partner Referral, owns content performance measurement, and manages execution through collaboration with internal teams and partners. The role may manage direct reports and is accountable for content strategy outcomes tied to business goals.  

Responsibilities Include, But Are Not Limited To:

• Strategic Content Roadmap Development
  • Partner with the VP of Organic Marketing to define and maintain a scalable, multi-quarter content strategy aligned to traffic growth, engagement, and lead generation goals.
  • Establish clear objectives and success metrics for all content types, including program pages, educational content, student success stories, and lead magnet assets.
  • Translate business priorities and partner needs into actionable content initiatives and roadmaps.
• Content Strategy & Optimization
  • Define strategic standards for content targeting, messaging, and structure based on user behavior, intent, and lifecycle stage.
  • Ensure each program or offering has a dedicated, optimized content experience that clearly communicates value propositions, outcomes, curriculum, and proof points.
  • Identify opportunities for interactive and engagement-driving content that supports consideration and conversion.
• Cross-Functional Collaboration (SEO & CRO)
  • Work closely with SEO leadership to align content strategy with keyword research, internal linking strategies, metadata, and schema requirements to maximize organic visibility.
  • Partner with the CRO team to identify opportunities to improve conversion performance through content structure, messaging, CTAs, and page layouts.
  • Participate in joint SEO/CRO/content performance reviews to assess results, share insights, and identify iterative improvements.
• Performance Measurement & Continuous Improvement
  • Own content performance tracking, using analytics and reporting to evaluate engagement, traffic quality, and conversion impact.
  • Conduct regular content gap analyses to identify unmet user needs and new content opportunities.
  • Use performance insights to refine strategy, prioritize initiatives, and inform future roadmap decisions.
• Stakeholder & Partner Management
  • Serve as a primary point of contact for content strategy across internal teams and university partners.
  • Gather and incorporate feedback from product marketing, partner stakeholders, and marketing leadership to evolve content strategy.
  • Clearly communicate strategy, performance, and recommendations to executive and cross-functional audiences.
• Team & Resource Management
  • Lead content strategy workflows and oversee execution quality and timelines.
  • May manage and develop direct reports, supporting growth, prioritization, and operational excellence.
  • Ensure content initiatives are delivered efficiently and aligned with broader organic marketing goals

Things That Should Be In Your Background:

• Bachelor’s degree in marketing, communications, journalism, business, or a related field.
• 5+ years of experience in digital content strategy, content marketing, or organic growth roles.
• Demonstrated experience building and executing content strategies tied to organic traffic and lead generation.
• Strong understanding of SEO principles and how content supports search visibility.
• Experience collaborating with CRO teams on conversion-focused content and experimentation.
• Proficiency with analytics tools (e.g., Google Analytics) and comfort using data to inform decisions.
• Excellent communication, presentation, and writing skills.
• Strong attention to detail, process orientation, and ability to manage multiple initiatives in a fast-paced environment.
• Proven ability to partner cross-functionally and influence without direct authority.
• Experience mentoring or managing team members is a plus.

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 millions of learners and counting with access to world-class higher education, then join us – and do work that makes a difference. 

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 ($133,000 - $158,000), 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

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. Learn more at 2U.com.

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.