Email & Lifecyle Analytics Lead

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.

• 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 drive 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.

• 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.
• 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.

• 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.

• 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.

• 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.

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.

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

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 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.

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.