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Senior Paid Search Specialist

  • 2U
  • Lanham, MD
  • Onsite Only
  • Full-Time

Posted 13 days ago

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What We're Looking For:


We’re looking for a Sr. Specialist to manage the strategy and performance of paid search marketing campaigns aimed at recruiting students into 2U-powered online degree programs.This person will be responsible for paid search strategy, execution, and analysis for a defined portfolio of graduate programs, with a particular emphasis on channel innovation, testing, and automation for scale. The ideal candidate has a highly analytical mind, hands-on experience in paid search, and is motivated to learn and grow 2U’s business.

Responsibilities Include But Are Not Limited To:

Media Management: 

  • Manages execution and performance of paid search marketing against profitability targets for a defined portfolio of 2U-powered graduate programs
  • Performs advanced data analysis to generate meaningful, actionable plans to optimize the volume, behavior, and cost efficiency of individual campaigns
  • Owns reporting, analysis, and communication of channel performance, including forecasting
  • Works collaboratively with investment decision analysts to ensure each program is in line with its marketing investment goals
  • Serves as an expert and resource for cross-functional stakeholders in all things search, including platform capabilities, industry trends, competitive landscape, and best practices

Innovation and Testing:

  • Full ownership of at least one high-profile strategic project
  • Responsible for moving the business forward through innovation and testing of tactics, processes, structural changes, and automation
  • Leads the design and execution of A/B and multivariate tests, and conducts analysis to draw conclusions and develop next steps
  • Implements innovative tactics in account segmentation, quality score optimization, account automation, bid optimization, keyword expansion and/or copywriting
  • Executes the research, strategy and organization of new program launches

Things That Should Be In Your Background:

  • 3+ years paid search advertising experience, either at an agency, in-house, or other search technology platform
  • Direct hands-on experience with Google Ads (formerly Adwords), Bing Ads, and Yahoo! Gemini
  • Understanding of search management platforms such as Search Ads 360 (formerly DoubleClick Search), Kenshoo, Marin, or proprietary solutions
  • Demonstrated data analysis abilities and data-driven approach to media
  • Attention to detail and excellent time management skills
  • Strong business writing skills and ability to produce high quality documents
  • Strong interpersonal skills, particularly influencing and listening skills
  • Bachelor’s degree or higher


About the company

Eliminating the back row in higher education is not just a metaphor–it’s our mission. For more than a decade, 2U, Inc., a global leader in education technology, has been a trusted partner and brand steward of great universities. We build, deliver, and support more than 250 digital and in-person educational offerings, including graduate degrees, professional certificates, Trilogy-powered boot camps, and GetSmarter short courses. Together with our partners, 2U has positively transformed the lives of more than 150,000 students and lifelong learners. To learn more, visit 2U.com. #NoBackRow

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