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).

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