Senior Manager, edX Lifecycle Marketing

2U is a company dedicated to transforming lives through higher education, and they are seeking a Senior Manager for edX Lifecycle Marketing. This role involves owning and executing the full learner lifecycle program, focusing on engagement and retention across various product tiers, while collaborating with multiple departments to maximize learner lifetime value.

Responsibilities:

• Own the end-to-end lifecycle strategy across all edX tiers (welcome, activation, retention, win-back, subscription launch). Define the lifecycle stage framework, segmentation logic, and growth playbooks to convert free users to paying customers. Serve as project owner for SFMC/CDP enhancements
• Partner with Engineering to activate Segment CDP, defining traits and audience syncs to SFMC to power personalization and advanced behavioral segmentation. Implement dynamic content and progressive profiling to increase Learner Lifetime Value
• Lead end-to-end email strategy, designing, building, and deploying sophisticated, automated journeys in SFMC (Journey Builder, AMPscript, data extensions). Own deliverability, A/B testing, and proactive re-engagement strategies to reduce churn
• Implement robust QA, controls, and risk mitigation for the lifecycle function. Proactively optimize processes and provide transparent incident reporting
• Partner with Engineering on data architecture (CDP event instrumentation, SFMC integration), Product on the logged-in learner experience, and Analytics on measurement frameworks and attribution
• Lead and develop a small, high-performing team, serving as a practitioner-manager who builds journeys and ships work alongside the team

Requirements:

• 7-10 years of experience in Lifecycle Marketing/CRM, with proven experience building multi-stage automated journeys at scale
• Direct, hands-on proficiency with Salesforce Marketing Cloud (Journey Builder, data extensions, Automation Studio)
• Demonstrated proficiency with AMPscript and SQL for personalization and segmentation
• Experience activating Customer Data Platforms (Segment, mParticle, etc.) for marketing personalization
• 3+ years of people management experience
• Proven ability to translate marketing strategy into technical requirements for engineering teams
• Strong analytical skills for interpreting cohort data and deriving strategic insights
• Experience designing event-driven, behavioral trigger-based programs
• Structured A/B and multivariate testing experience
• Exceptional cross-functional communication and ability to thrive in a fast-paced, lean environment
• EdTech, loyalty, subscription, or content platform experience
• Experience launching lifecycle programs for new products (greenfield builds)
• Familiarity with email deliverability management
• Experience with engagement scoring or loyalty program design
• Proficiency with data visualization tools (Tableau, Looker)