2U + edX
Global Online Learning
Creative Director
Leading creative marketing for one of the world’s largest online education platforms.
As Creative Director at 2U, for edX and GetSmarter, 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.
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
In-Person Events
Global edX brand campaigns
Volume without losing voice
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 this scale, developing industry leading creative, while still producing effective marketing campaigns. This also includes campaign and brand creative for our platforms like edX and GetSmarter.
My Strategy
My focus was building the systems and leadership needed to scale creative impact, while developing a team that operates with a solutions mindset and consistently produces industry-leading work. Key priorities included:
Implemented a polished design system and standardized creative frameworks that allowed campaigns and launches to scale across dozens of partner institutions while maintaining brand integrity.
Scalable Creative Systems
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 hand-off workflows, clearer ownership structures, and modern collaboration tools to support work across multiple time zones.
Creative Impact
Since early 2023, that work has driven measurable, compounding results across the partner portfolio.
Executive Education application rates climbed 17% in 2023. Degree application rates grew 11% that same year, 14% in 2025, and are on track for a 19.6% enrollment lift in 2026.
Promotional campaign engagement rose 30%, driven by new creative assets, expanded channels, and a refined cadence.
Across Degree and GetSmarter partners (Miami, UNC, NYU, Emerson, Syracuse, Georgetown, and others), SEO rankings improved an average of 11.2 positions.
Operationally, program launch time was cut from 22 weeks to 8, and partner ad-refresh turnaround dropped 64% from copy-through-production.
Key operational improvements:
Campaign Standardization
Developed structured launch frameworks for new courses and promotional campaigns.
Creative Workflow Optimization
Improved handoffs between design, production, and paid media teams to accelerate asset implementation.
Website Ecosystem Modernization (2026)
I'm currently leading a 50+ university website overhaul and standardization migration across the partner portfolio, designed to drive SEO and GEO gains.
