Brand Strategist

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Reference: 10283-12/01/2019

The Brand Strategist is the person responsible for positioning and helping drive the growth of GetSmarter online short courses across international markets for 2U, Inc through data-driven decision-making. These insights develop targeted, program-specific digital marketing campaigns that can reach and engage interested and qualified prospective students in a targeted, cost-effective manner. In line with this, the brand strategist is mainly responsible for go-to market strategies, course launches, brand management, content and creative strategies and production.

They ensure a consistent and compelling brand message that is in line with specific university brand requirements and that attracts and converts students. Ultimately, they are the custodians of the university brands for which they are responsible, and the consumers to which we market.

Responsibilities include but are not limited to:

  • Manage university partner brands in terms of brand guidelines and go to market strategies to effectively position and launch new courses in line with consumer insights and sound target market understanding. 
  • Develop key message docs and relevant communications plans that drive enrolment numbers of online short courses with particular focus on product positioning and email campaign strategies measured through key metrics (click-through rate, click to lead and repeat student rate) to make informed decisions.
  • 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.

Metrics:

  • Returning student rates
  • Click-through rates
  • Click to Lead
  • Landing page conversion rate
  • All leads/ past students in the partners database who have opted in to receive at least one email a month

Education and Experience:

  • Minimum 2 years of experience in a role focused on organic and paid digital marketing.
  • Undergraduate degree required (relevant qualification in Marketing/Communications preferred).
  • Strong ability to self-direct, prioritise work and conceptualise and execute strategies with minimal management or supervision.
  • Experience with Google Analytics, Google PageRank, Google PPC advertising and search engine optimisation (SEO) would be advantageous.
  • Experience developing and managing marketing campaigns for social media platforms (e.g., Facebook/Instagram, LinkedIn, Twitter.

Working Conditions

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

Management Responsibilities

Brand Strategists have no direct reports. However, they assist in the direction of Brand Co-ordinators and interns within their team to achieve targets and goals.