At 2U, we are all in on purpose. We are motivated by our mission – to make learning limitless– and connected by our shared passion to deliver world-class higher education at scale. As the parent company of edX, a leading online learning platform, 2U powers thousands of higher education offerings – from free courses to full degrees. Together with our college, university, and corporate partners, we are helping accelerate careers and transform lives.
What We’re Looking For:
2U is searching for a Group Product Manager to own the organic discovery and content experience strategy for the edX.org Marketplace — one of the most critical and highest-impact roles on the edX product team.
For a marketplace at the scale of edX, organic search is a cornerstone of sustainable learner acquisition and growth. The ability to attract, engage, and convert learners through organic discovery — including the rapidly evolving landscape of AI-driven and LLM-powered search — is central to edX's competitive position and long-term marketplace health. This role owns the product vision and roadmap that makes that possible.
As GPM, you will define and execute the product vision for how tens of millions of learners discover edX, explore our catalog, and find programs that match their goals and careers. You will own the on-site experiences that drive organic sessions, leads, and top-of-funnel discovery — including partner and university landing pages, course and program pages, catalog taxonomy and navigation, and on-site search. You will also lead our product strategy for AI-era organic visibility, ensuring edX content is structured, surfaced, and cited across LLM-powered search platforms.
You will manage and mentor a Product Manager focused on technical SEO and site performance, while personally owning the content experience and discovery product roadmap as an individual contributor. You will work in close partnership with our organic strategy lead, content strategist, SEO team, and engineering teams to translate organic strategy into product reality.
This is a rare opportunity to own a high-visibility, outcome-critical product area at a company in active transformation — and to build something meaningful from the ground up.
Responsibilities Include, But Are Not Limited To:
Define strategy, target outcomes, and product priorities for the organic discovery and content experience on edX.org, informed by learner needs, SEO performance data, and business goals.
Drive site performance to exceed Organic KPIs, including traffic, leads, visibility, and referrals.
Define, track, and report on product KPIs and OKRs — including organic traffic, session-to-lead conversion, page performance, and AI search visibility metrics.
Own and execute the product roadmap for learner-facing discovery surfaces including: partner and university landing pages, course and program detail pages, catalog browse and taxonomy, on-site search, and subject/topic area pages.
Lead edX's product strategy for AI-era organic visibility — including LLM/AIO/GEO optimization, structured content architecture, and ensuring edX catalog content is surfaced and cited across AI-powered search experiences.
Translate organic search strategy (developed in partnership with SEO leadership and agency) into actionable product requirements, engineering backlogs, and prioritized roadmap initiatives.
Manage and coach a PM focused on Technical SEO & Site Performance, supporting their growth and ensuring technical site health initiatives are coordinated with content and discovery strategy.
Partner closely with the organic strategy lead, content strategist, UX/design, engineering, and data science teams to design, build, and measure experiences that drive organic sessions, leads, and top-of-funnel conversion.
Regularly measure and communicate impact and outcomes; adjust course as needed based on data, experimentation results, and market signals.
Interact directly with learners, SEO strategists, content teams, and organizational stakeholders to understand emerging needs and capture them in product memos, demos, and executive presentations.
Define engineering backlog, technical requirements, and product features; lead cross-functional teams of engineering, data science, and UX to deliver results.
Represent your team with edX and 2U leadership, and external stakeholders including university partners.
Use your own product — be an edX learner, explore the catalog, and develop deep empathy for the discovery experience.
Bring strong product leadership to 2U and mentor product managers on outcome-oriented product craft.
Things That Should Be In Your Background:
6+ years of product management experience, including 1+ years managing or coaching other PMs.
Demonstrated experience owning SEO-driven or content-driven product areas at a consumer web company — including measurable impact on organic traffic, search rankings, or content performance.
Strong understanding of how search engines and LLMs discover, index, and surface web content — and how product decisions influence organic visibility.
Experience owning marketplace or catalog discovery experiences — search, browse, taxonomy, landing pages, or content merchandising.
Demonstrable track record of driving real outcomes for customers and the business through product-led strategies.
Experience partnering effectively with SEO strategists, content teams, engineering, UX, and data science to deliver on an outcome-oriented roadmap.
A proven data-informed and iterative approach — you craft audacious hypotheses, invest in experimentation and learning, and are comfortable making fast decisions in ambiguity.
Outcome-focused — you build roadmaps around outcomes, not solutions, and pivot quickly when something isn't delivering value.
Excellent communication and cross-functional leadership skills, including stakeholder alignment, conflict resolution, and executive presentation.
A growth mindset — you value continuous improvement and learning.
Other Attributes That Will Help You In This Role:
Experience with AI-driven search optimization (AIO/GEO) and structuring content for LLM surfacing and citation.
Familiarity with tools such as Google Search Console, SEMrush, Ahrefs, Screaming Frog, or equivalent.
Experience with A/B testing, CRO, and product analytics platforms.
Background in online education, marketplace, or consumer subscription products.
Experience managing or partnering with external SEO agencies
While this position is open to remote candidates across the U.S., we will prioritize those who live in the Washington-Baltimore metropolitan area and who are available to come into our Headquarters in Arlington, VA two days a week.
Benefits & Culture
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 millions of learners and counting with access to world-class 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, U.S.benefits include:
Medical, dental, and vision coverage
Life insurance, disability, and 401(k) employer match
Free snacks and drinks in-office
Generous paid holidays and leave policies, including unlimited PTO
Additional time off benefits include: volunteer days, parental leave, and a company-wide winter break
The anticipated base salary range for this role is ($174,700-194,200), with potential bonus eligibility. Salary offers are made based on the candidate’s qualifications, experience, skills, and education as they directly relate to the requirements of the position, budget for the position and cost of labor in the market in which the candidate will be hired.
2U Diversity and Inclusion Statement
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 committed to providing reasonable accommodations during our recruitment process. If you need assistance or accommodations, please reach out to us at: recruitingaccommodations@2u.com .
About 2U
2U partners with the world's top universities and companies to develop and deliver education programs that accelerate careers and transform lives. Through partnerships with the world’s leading colleges, universities, and companies, 2U delivers thousands of online programs to millions of learners worldwide on edX, its global learning platform. From executive education and professional credentialing to master’s degree programs and free, open courses, 2U transforms how top institutions deliver workforce-aligned online education, enabling professionals to advance without pausing their careers. Learn more at 2U.com.
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.
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.