Creative Director
2U + edX | Global Online Learning
Leading creative marketing for one of the world’s largest online education platforms.
As Creative Director at 2U/edX, I lead a globally distributed team of 20+ designers, design systems specialists, and production creatives — delivering marketing campaigns across 100+ university partners, including Harvard, MIT, Yale, and Oxford. My team's work spans the full enrollment funnel: paid media, email, brand campaigns, and digital experience — all in service of driving student enrollment for hundreds of online programs worldwide.
Since late 2022, that work has driven measurable results — including a 17% increase in Executive Education and Degree program application rates in 2025. In 2026, I'm leading a 50+ university website overhaul and migration across the partner portfolio.
The Challenge
Deliver high-performing marketing creative across 100+ university brands while scaling a globally distributed creative team.
Each partner university operates with:
Its own brand identity
Multiple program launches annually and in tandem
Global marketing audiences
Performance-driven enrollment targets
Creative teams needed to support a multitude of campaigns, promos, and launches across more than 100 partner brands, while maintaining creative quality and alignment with each institution’s identity.
The challenge was building a creative team capable of operating at scale, developing industry leading creative, while still producing effective marketing campaigns.
My Strategy
My focus was building the systems, structure, and leadership needed to scale creative impact.
Key priorities:
Scalable Creative Systems
Implemented a polished design system and standardized creative frameworks that allowed campaigns to scale across dozens of partner institutions while maintaining brand integrity.
Brand Alignment Across 100+ Universities
Developed Brand Identity Snapshots, condensed brand references that helped designers quickly understand each university’s identity without navigating lengthy brand manuals. Dramatically improving creative speed and alignment across partners.
Cross-Functional Campaign Collaboration
Worked closely with Paid Media, Marketing Operations, Email, and Web teams to ensure creative assets aligned with marketing strategy and enrollment goals.
Global Team Leadership
Led a distributed creative team of 20+ designers and production specialists, introducing improved workflows, clearer ownership structures, and modern collaboration tools to support work across multiple time zones.
Impact
Under my leadership, the creative team produced thousands of marketing assets annually, supporting:
Paid media advertising
Social campaigns
Web page creative
Email nurture series
Program launches
Global edX brand campaigns
I also led several key operational improvements:
Campaign Standardization
Developed structured launch frameworks for new courses and promotional campaigns.
Creative Workflow Optimization
Improved handoffs between design and production teams to accelerate asset delivery.
Website Ecosystem Modernization (2026)
Currently overseeing the redesign and migration of 50+ university partner websites, improving user experience and brand alignment across the platform.
