Email & Lifecyle Analytics Lead

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 Email & Lifecycle Analytics Lead is the technical lead for data integrity and performance intelligence for the email and lifecycle marketing organization. This role goes far beyond reporting. It is responsible for architecting the analytics foundation that powers our learner journeys across lead, applicant, and enrollment funnels.

This individual will proactively identify opportunities, build dashboards before they are requested, and provide the data visibility and diagnostic rigor needed to elevate lifecycle performance. They will act as both a technical expert (Tableau, SQL, SFMC/Marketing Intelligence, data models) and a channel specialist with a strong understanding of email, lifecycle marketing, conversion funnels, and the student decision journey.

The ideal candidate is a go-getter, self-starter, data-driven storyteller, and hands-on builder. They will thrive in ambiguous environments, bring clear opinions about how lifecycle data should be structured and visualized, and help influence cross-functional partners. This role plays a critical part in optimizing the email channel from end to end and ensuring the team consistently operates with best-in-class insights.

Responsibilities Include, But Are Not Limited To:

Channel Intelligence & Strategic Insights

• Architect and maintain the analytics infrastructure for the email and lifecycle organization including KPIs, dashboards, and visibility across the full funnel.
• Proactively identify trends, risks, and opportunities across lead, applicant, and enrollment journeys.
• Conduct deep-dive analysis and deliverability audits to identify performance drivers that strengthen nurture, enroll, and deadline performance.
• Detect anomalies early (e.g., deliverability shifts, performance drops, segmentation issues) and provide rapid diagnostics.
• Inform lifecycle optimization through performance analysis and trend detection — from branding and UX choices to timing, cadence, and content sequencing.

Dashboard Development & Data Visualization

• Architect, build, and maintain advanced Tableau dashboards and reporting suites for the email/lifecycle team and senior leadership.
• Create new data views without being prompted — anticipating stakeholder needs and future business requirements.
• Translate raw data into intuitive, decision-ready insights that guide marketing, admissions, and product teams.
• Maintain standards for visualization quality, performance, and consistency across all reporting assets.

Data Architecture & Platform Expertise

• Serve as the subject matter expert for SFMC Marketing Intelligence, data tables, and lifecycle data workflows.
• Understand SFMC/SFDC/Segment data structures, connectors, and data hygiene requirements.
• Influence how lifecycle data is captured, joined, and modeled — including recommendations for improvements.
• Partner with Engineering, CRM, and Martech teams on Snowflake, Data Cloud, and upstream data pipelines.
• Recommend the right data sources for the right insights; guide the team toward scalable and accurate data usage.

Testing, Optimization & Performance Deep-Dives

• Partner with Email Marketing Managers and Specialists to evaluate A/B tests, nurture sequencing changes, and data-driven experiments.
• Quantify the impact of content, cadence, and channel changes on engagement and conversions.
• Build standardized frameworks for measurement, test records, and performance tracking.

Cross-Functional Collaboration & Enablement

• Train the Email and Lifecycle teams to interpret data, diagnose trends, and use dashboards effectively.
• Build strong partnerships with Admissions, Marketing Strategy, Martech, CRM, and Product.
• Represent the lifecycle analytics function in cross-functional strategic initiatives and data planning conversations.
• Strengthen the organization’s analytics maturity by championing best practices and operational rigor.

Things That Should Be In Your Background:

• 3–5+ years of experience in marketing analytics with a strong focus on email and lifecycle performance data.
• Deep expertise in Tableau, including the ability to design executive level dashboards from scratch.
• Strong SQL experience, with the ability to write queries, validate data structures, and generate custom data sets.
• Experience with Salesforce Marketing Cloud, especially Marketing Intelligence (Datorama) and DE architecture.
• Demonstrated knowledge of the email and learner lifecycle — lead nurture, applicant nurture, enrollment, deadline strategies, and conversion funnels.
• Proven track record of proactive insight generation, not just answering assigned analytics requests.
• Strong storytelling skills — ability to frame insights into clear strategic recommendations.
• Highly organized, detail oriented, and comfortable managing multiple priorities simultaneously.
• Experience with Snowflake, Data Cloud, Segment, or other enterprise data platforms.
• Familiarity with CRM data models (Salesforce strongly preferred).
• Understanding of deliverability, segmentation logic, and multi-channel attribution models.
• Experience working in education, enrollment management, or high-volume lifecycle marketing environments.
• Experience supporting or advising teams using SFMC Journey Builder and dynamic content frameworks

Benefits & Culture

Our global employee base is a diverse collection of innovators, dreamers, and doers working together to transform lives through higher education. We believe that every employee can advance our shared purpose, and that life at 2U should be fun and meaningful. If you’re excited by the opportunity to provide over 40 million learners and counting with access to world-class online higher education, then join us – and do work that makes a difference. #NoBackRow

We offer comprehensive benefits (unique per country) and excellent work/life balance.
Full-time, ZA benefits include: 

• 2 complimentary Getsmarter short courses per year
• Subsidised medical aid with Discovery Health Medical Scheme
• 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 organization, study leave, sports leave and a company-wide festive season break

2U Diversity and Inclusion Statement

At 2U, we are committed to building and sustaining a culture of belonging, respect, and inclusion. We are proud of the steps we’ve taken to bring together an employee base that embodies diverse walks of life, ideas, genders, ages, races, cultures, sexual orientations, abilities and other unique qualities. We strive to offer a workplace where every employee feels empowered by what makes us different, as well as by how we are alike. 

2U is committed to providing reasonable accommodations during our recruitment process. If you need assistance or accommodations, please reach out to us at: recruitingaccommodations@2u.com. 

About 2U Inc. (NASDAQ: TWOU)

For more than a decade, 2U, Inc. has been the digital transformation partner of choice to great non-profit colleges and universities delivering high-quality online education at scale. As the parent company of edX, a leading global online learning platform, 2U provides over 45 million learners with access to world-class education in partnership with more than 230 colleges, universities, and corporations. Our people and technology are powering more than 4,000 digital education offerings — from free courses to full degrees — and helping unlock human potential. To learn more: visit 2U.com.

About edX

edX is the education movement for restless learners and a leading global online learning platform from 2U, Inc. (Nasdaq: TWOU). Together with the majority of the world’s top-ranked universities and industry-leading companies, we bring our community of over 45 million learners world-class education to support them at every stage of their lives and careers, from free courses to full degrees. And we're not stopping there — we're relentlessly pursuing our vision of a world where every learner can access education to unlock their potential, without the barriers of cost or location. Learn more at edX.org.

Learn more at https://2u.com/careers/
#NoBackRow

The above statements are intended to describe the general nature and level of work performed by individuals assigned to this position, and are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required. All employees may be required to perform duties outside of their normal responsibilities from time to time, as needed.

2U is an equal opportunity employer that does not discriminate against applicants or employees and ensures equal employment opportunity for all persons regardless of their race, creed, color, religion, sex, sexual orientation, gender identity, pregnancy, national origin, age, marital status, disability, citizenship, military or veterans’ status, or any other classifications protected by applicable federal, state or local laws. 2U’s equal opportunity policy applies to all terms and conditions of employment, including but not limited to recruiting, hiring, training, promotion, job benefits and pay. 

2U is strongly committed to diversity within its community and especially welcomes applications from South African citizens who are members of designated groups who may contribute to Employment Equity within the workplace and the further diversification of ideas. In this regard, the relevant laws and principles associated with Employment Equity will be considered when appointing potential candidates. We are required by law to verify your ability to work lawfully in South Africa. 2U requires that you submit a copy of either your identity document or your passport and any applicable work permit if you are a foreign national, along with an updated curriculum vitae.