Sr. Marketing Analyst, B2B

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:

We are seeking a data-driven and innovative Sr. Digital Marketing Analyst specializing in B2B funnel analytics to join our team. In this role, you will be responsible for analyzing funnel metrics across channels and creating, and optimizing organic and paid media strategies to drive lead generation, brand awareness, and conversions for both the B2C and enterprise sales teams. This role has ownership of day-to-day optimizing of the health of these programs against KPI’s and is responsible for accurate management of spend. You will work closely with cross-functional teams, including content, creative, and RevOps, to deliver high-performance paid media strategies and support integrated cross-channel campaigns. You will partner with B2C and B2B teams to ensure a holistic approach and strategies across B2C and B2B opportunities that maximize returns. Analyst is responsible for monitoring and reporting on the revenue, spend, and enrollments vs. forecast for the enterprise business line.

Responsibilities Include, But Are Not Limited To:

Analysis

• Actively manage the marketing spend for the enterprise programs and 2-3 moderate to high complexity B2C programs
• Use statistics and analytical methods to strategically approach programs within scope
• Define key performance indicators (KPIs) for each campaign, including cost-per-lead (CPL), return on ad spend (ROAS), and lead-to-conversion rates.
• Provide regular reports and analysis to senior leadership, highlighting campaign performance and recommendations for future strategies.

Planning & Execution

• Develop and execute comprehensive paid media strategies for our enterprise product lines, and B2C product lines, focusing on lead generation, brand awareness, and conversion goals.
• Owns oversight and alignment on investment, revenue, enrollments actuals vs. forecast for the business line, including short term and long term actuals vs goals.
• Develop and execute enhancements that introduce and promote B2B opportunities in our existing funnel.
• Manage B2C strategies and optimize tradeoffs between B2C and B2B opportunities.
• Collaborate with the creative team to develop compelling ad creatives and messaging that resonate with target B2B audiences.
• Conduct in-depth market and competitive research to inform digital media strategies and keep up-to-date with industry trends.

Campaign Management & Optimization

• Oversee the day-to-day management of paid media campaigns, including campaign setup, performance tracking, and reporting.
• Analyze campaign performance metrics, generate insights, and recommend actionable improvements.
• Collaborate with product marketing and sales teams to align digital strategies with sales goals and ensure smooth lead flow.

Cross-Functional Collaboration & Leadership

• Work closely with internal teams, including content, design, and sales, to ensure paid media strategies align with overall marketing goals and business objectives.
• Provide training and support to junior team members or agencies in executing paid media tactics and strategies.

Things That Should Be In Your Background:

• Experience: Proven experience in B2B digital marketing, specifically with paid media campaigns across Google Ads, LinkedIn, Facebook, and other digital platforms.
• Skills: Strong understanding of paid media best practices, campaign optimization techniques, and data analysis tools (e.g., Google Analytics, Excel, Tableau, knowledge of SQL a plus).
• Tools: Experience in ad management platforms, including Google Ads, LinkedIn Ads, Facebook Ads Manager, and experience with marketing automation tools and Salesforce.
• Data-Driven: Strong analytical mindset with the ability to interpret campaign data and make data-backed decisions to optimize performance.
• Collaboration: Excellent communication and interpersonal skills to collaborate across teams and influence stakeholders.
• Creativity: Ability to think creatively and strategically to design compelling paid media campaigns that drive results.
• Education: Bachelor's degree in Marketing, Business, or math related field (preferred).

Other Attributes That Will Help You In This Role:

• Flexibility is required to accommodate global time zones for collaboration across teams based in the USA, UK, and South Africa.
• This is a hybrid position requiring 2-3 days per week at our office in Arlington, VA.

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 ($82,000 -$94,000), 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.