Director, Marketing Data Analytics and Activation

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:

The Director of Marketing Analytics and Activation on the Marketing Technology team will play a crucial role in leading the strategic direction and execution of customer data collection, analysis and reporting, and customer activation. This leader will manage key data collection tools such as Google Analytics 4, Segment, and other analytics platforms, ensuring that data is accurately captured and shared with internal stakeholders, platforms, and external partners. The ideal candidate will have a deep understanding of marketing technology, data governance, analytics and customer activation best practices, and will lead a team in transforming data into actionable insights to drive marketing strategy and business decisions.

Responsibilities Include, But Are Not Limited To:

• Analytics Strategy & Leadership:
  • Lead the Martec analytics function, overseeing the strategic direction of data collection, measurement, and reporting to ensure alignment with business objectives.
• Data Collection Management:
  • Manage the implementation, configuration, and ongoing optimization of key data collection tools such as Google Analytics 4, Segment, and other relevant technologies. Ensure accurate and scalable data tracking across all marketing channels and platforms.
• Data Integration:
  • Ensure seamless integration and sharing of data between various internal platforms (e.g., CRM, CDP, marketing automation systems) and external partners, ensuring data integrity and consistency.
• Stakeholder Collaboration:
  • Act as the primary point of contact for all analytics-system-related inquiries. Collaborate with internal stakeholders, including marketing, product, sales, and business intelligence teams, to ensure that analytics systems efforts are aligned with broader business goals.
• Reporting & Insights:
  • Oversee the development of custom reports and dashboards that provide actionable insights into customer behavior, campaign performance, and marketing ROI. Ensure data is accessible and presented clearly to both technical and non-technical stakeholders.
• Data Governance & Compliance:
  • Establish/enforce data governance standards, ensuring compliance with relevant regulations (e.g., GDPR, CCPA) and maintaining high data quality across the organization.
• Team Management:
  • Lead and mentor a team of product managers, providing guidance on best practices in marketing analytics and activation systems setup and maintenance. Foster a data-driven culture across the marketing and technology teams.
• External Partner Coordination:
  • Manage relationships with external data and technology partners, ensuring proper data sharing, system integration, and vendor accountability.

Things That Should Be In Your Background:

• Bachelor’s degree in Marketing, Data Science, Business Analytics, or a related field (Master’s preferred).
• 7+ years of experience in web analytics, with at least 3 years in a leadership role managing analytics systems and marketing technology tooling.
• Expertise in managing and configuring Google Analytics 4, Segment, and other analytics tools.
• Strong understanding of marketing data ecosystems, including experience with CRM systems, CDP platforms, marketing automation tools, and data warehousing platforms.
• Proven experience in stakeholder management, with the ability to communicate complex data insights to non-technical audiences.
• Familiarity with data governance, compliance, and privacy regulations such as GDPR and CCPA.
• Exceptional leadership and team management skills, with a proven track record of building and mentoring high-performing analytics teams.
• Strong project management skills, with the ability to manage multiple priorities.

Other Attributes That Will Help You In This Role:

• Experience with data visualization tools such as Tableau and Looker.
• Experience with event modeling and web analytics strategy.
• Experience in integrating analytics tools and data with CRM/CDP platforms like Salesforce or HubSpot.
• Experience with customer data platforms like Salesfo