The opportunity
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.
What you'll do
Own the “Always-On” experimentation roadmap for the Executive Education: portfolio, prioritizing tests that address high-volume traffic sources (both paid and organic) and revenue opportunities.
Serve as the primary CRO partner to both the Paid Media and Organic Search: teams. For Paid, develop innovative strategies to improve “Ad Scent” (consistency between ad copy and landing page), ensuring PLP experiences are tailored to specific audience segments and intent levels. For Organic, ensure program page content and UX align with SEO intent signals to maximize conversion without undermining search performance.
Analyze traffic performance by channel (Paid Search, Paid Social, Organic: Search, Direct) to identify underperforming segments and deploy targeted page variations: PLPs for paid traffic and optimized program pages for organic traffic, to improve Quality Scores and overall conversion efficiency.
Partner with the SEO team to develop and test on-page optimizations for: organic program pages that improve both search visibility and conversion rate, ensuring CRO interventions are SEO-safe.
Translate quantitative data (GA4, funnel drop-off) and qualitative insights: (user research, heatmaps) into robust, testable hypotheses across both PLP and organic program page surfaces.
Articulate specific testing strategies for hypotheses and test scenarios: (pre/post, A/B, multi-arm, etc.), accounting for the distinct traffic behaviors and user intent differences between paid and organic audiences.
What they're looking for
- Establish clear success criteria as well as performance guardrails for: high-value tests, with separate KPI frameworks for PLP performance (Quality Score, Cost-per-Lead) and organic page performance (Session-to-Lead rate, bounce rate).
- Write clear, data-driven creative briefs for the UI/UX Design and Web: Production teams. You define what needs to be built and why; they execute the vision.
- Oversee the end-to-end testing lifecycle, from hypothesis generation to QA: and launch, ensuring a high velocity of experiments across both page types without sacrificing quality.
- Analyze test results to determine statistical significance and business: impact. Move beyond simple click-through rates to understand how top-of-funnel changes on both PLPs and organic program pages impact downstream enrollment quality.
