Senior Brand Strategist
Cape Town, ZA
1d ago

What We’re Looking For :

The Senior Brand Strategist is the person responsible for positioning and driving the growth of GetSmarter online short courses across local and international markets for 2U, Inc.

through metric-driven decision-making that will inform strategy. They ensure a consistent and compelling brand message that is in line with specific global university brand requirements and that attracts and converts students.

Ultimately, they are the custodians of the global university brands for which they are responsible, and the consumers to which we market.

Responsibilities Include, But Are Not Limited To :

  • Take new courses and new brand partners to market through compelling and persuasive positioning backed by solid consumer insights and a sound understanding of the relevant consumer segment and target market.
  • Develop brand and email strategies, communications plans as well as course maintenance plans to drive enrollment numbers of online short courses and consumer satisfaction with particular focus on email campaign strategy through key metrics (click-through rate, click to lead and repeat student rate) to make informed decisions.
  • Improve university partner sentiment through excellent relationship management and problem solving. Strategically leverage university faculty and guest experts in marketing as a key USP.
  • Understand and track progress towards targets (leads, revenue and students) by interpreting course positioning performance, and make agile, informed decisions based on data and actionable insights that best support campaign goals;
  • by utilising various strategic partnerships and brand channels (e.g., paid media, social channel, PR, events, media, SEO content), whilst keeping customer experience top of mind.

  • Facilitate the creation and execution of marketing collateral required for university on-boarding, course launches, and steady-state enrolment in collaboration with cross-functional teams to ensure all web properties and paid media channels have up-to-date marketing assets to meet strategic goals.
  • Act as key custodian of the university brand to ensure guidelines are adhered to as well as meticulous attention to detail across all marketing content collateral.
  • Champion university brands in an effort to serve the brand and enrolment goals of a university’s short courses, through ongoing brand reviews of marketing and / or other university-centric collateral.

  • Consistently drive opportunities for portfolio growth through strategies and campaigns that drive brand awareness, with a focus on analysis and performance.
  • Demonstrate innovative thinking and the willingness to take risks in order to try different solutions that improve lead generation, drive conversion and decrease CPA.

    Things That Should Be In Your Background :

  • Minimum 5 years of experience in a role focused on brand, organic and paid digital marketing
  • Undergraduate degree with relevant qualification in Marketing / Communications preferred
  • Strong ability to self-direct, prioritise work and conceptualise and execute strategies with minimal management or supervision.
  • Experience developing innovative marketing campaigns for organic efforts, social media platforms (e.g. Facebook / Instagram, LinkedIn, Twitter), video and email.
  • Experience with Google Analytics, Google PageRank, Google PPC advertising and search engine optimization (SEO) would be advantageous.
  • Other Attributes That Will Help You In This Role :

  • Ability to collaborate and influence across different departments and teams
  • Working Conditions

    Internal and external stakeholders may be based in different time-zones and allowances may need to be made in order to accommodate this.

    Management Responsibilities

    Senior Brand Strategists have no direct reports. However, they assist in the direction of Brand Coordinators and interns within their team, so as to achieve targets and goals.

    About 2U Inc. (NASDAQ : TWOU)

    2U is comprised of 3 lines of business : Graduate Degree Programs, Short Course, and Boot Camps. Going beyond traditional learning management systems, we use tech, people, and data to help top universities and enterprise organizations transform in the digital era and eliminate the back row in higher ed.

    We support lifelong learning which means thinking beyond a single degree. It means finding ways for students to gain the skills they need to change careers, evolve their expertise, and meet the challenges of the changing world head-on.

    We help our partners fill those needs developing new digital education technologies and offerings capable of supporting students at different points in their lives.

    Whether they need a simple refresher, to learn something new, or to change their career trajectories completely, our partners are there to help them succeed.

    Together with our partners, 2U has positively transformed the lives of more than 275,000 students and lifelong learners.

    2U Diversity and Inclusion Statement

    2U is an Equal Opportunity Employer that is committed to diversity and inclusion. Applicants from the previously disadvantaged groups and people with disabilities will be given preference.

    Why It’s Great to Work at 2U

    2U Cape Town 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 coffee from our in-house barista. We have other in-house perks like subsidised healthy meals, a gym with free yoga sessions and social events all year round.

    We celebrate special milestones like birthdays and workaversaries, truly showing that #RelationshipsMatter.


    2U Cape Town offers a comprehensive benefits package :

  • 2 complimentary Getsmarter short courses per year
  • Subsidised medical aid with Discovery
  • 4% 2U contribution towards Discovery Life Pension Fund and Group Risk Benefit
  • Employee Assistance Program (EAP)
  • Generous leave policy including time off to volunteer for non-profit organizations
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