Senior Manager Web Content Strategy

2U • Crystal City, TX

4h

About The Position

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.

Requirements

• 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.

Nice To Haves

• Experience mentoring or managing team members is a plus.

Responsibilities

• 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

Benefits

• 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

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level