2U | USC Iovine & Young Academy
2U is an ed-tech company that brings University’s graduate programs online, including the first ever Masters of Integrated Design, Business & Technology (MS-IDBT) at USC’s Iovine and Young Academy (IYA) by Jimmy Iovine and Dr. Dre. As 2U’s Brand Director overseeing marketing for our University of Southern California and Pepperdine online program portfolio, my team and I were responsible for driving awareness and enrollment for the MS-IDBT program, a program void of an established category like the MBAs of the world. The MS-IDBT program was as innovative as its founders, and one that required education and engagement with prospective students beyond digital advertising and keyword targeting to drive applications and enrollment.
WeWork Partnership
In addition to overseeing marketing for USC and Pepperdine’s online graduate programs, I managed 2U’s strategic brand partnership with WeWork to promote 2U’s programs across WeWork’s member base. Given the synergies between USC IYA’s MS-IDBT program’s prospective student audience and WeWork members, we brought the program to WeWork members to experience themselves. USC Iovine and Young Academy assistant dean and professor, Matthew Manos took over WeWork one evening with fellow creatives, entrepreneurs and members of the Academy community for an evening of peculiar conversation and collaboration. T’was a fun peculiar evening that drove applications.
