Web Strategy & Operations Team Handbook

Quick links

Meet the Team
Introduction to Web Production Responsibilities
Helpful Links

Meet the Team

You can see a complete Org Chart of the company/team by going to Workday, searching for a name, and then clicking “Team”. From there, you’ll be able to scroll up and down to see who the person reports to, and who reports to them. Below you will find a breakdown specifically of the Web Strategy & Operations team:

Eleni Speal, Web Operations Manager
Location: New York, USA

Nicolaas “Nick” Hendrikse, Senior Web Producer
Location: Cape Town, South Africa

Taylor Jabour, Marketing Operations Specialist
Location: Tennessee, USA

Thao Nguyen, Marketing Operations Specialist
Location: California, USA

Sarah Manning, Web Producer II
Location: Ohio, USA

Jonathan “Tyler” Dieterich, Web Producer I
Location: Colorado, USA

Edyta Juda, Web Producer I
Location: New Jersey, USA

Sive Ncanywa, Associate Web Producer
Location: Cape Town, South Africa

Trudi Hendrikse, Associate Web Producer
Location: Cape Town, South Africa

Introduction to Web Production Responsibilities

What does the Web Production team do?

The team works with multiple internal stakeholders to create and maintain 2U-powered program websites, paid landing pages and minisites. In doing so, there are a few main tools we use to maintain the websites and the content within them.

Tool	Purpose	Definition
WordPress	CMS Solution to Support Content Production Across Most Lines of Business	WordPress is the current CMS used to create and update legacy 2U organic marketing sites as well as most of our Getsmarter CMS. We have partner-specific WordPress environment for our degree websites, but we also have a single WordPress instance, Presentations, that house our Executive education paid landing pages, thank you pages, partner pages, and more.
Titan + Spree	CMS for Executive Education Course Pages, GEAG connection to edX, and product details	Titan is the CMS used to create Getsmarter course pages, legal pages, and more. Spree is pulls data from salesforce to house program-specifc details.
Taxi	Lead Forms	Taxi is used to create lead forms, which are featured across program sites for prospective students to fill out a form to show their interest and find out more information about a program. Taxi integration is currently being expanded to support all 2U-owned brands and lines of business.
Contentful	edX Platform Publishing Solution	Only used by our to to support Degree About pages types. Co-ownership with RV
Disco	Also known as Discovery and Django Admin	A CMS library of all the courses on edX. Disco is used to launch and sunset open courses as well as populate/update content.
Publisher	CMS to house content for edX	Shows all programs in the edX catalog (active and archived)
Commercetools	CMS to handle promo codes and discount logic	commercetools is primraly used to created promo codes for our edX users. commercetools handles promo codes using two distinct API resources: Discount Codes and Cart Discounts.

Who are the main stakeholders we work with on a regular basis?

Our Organization: Creative and Marketing Operations
- VP Director – Courtney Lausch
- Develop, execute, and oversee a data-driven marketing strategy in collaboration with other teams to drive enrollment growth for each program, including prospect acquisition and funnel conversion.
- Directly reporting to Courtney are seven distinct managers and directors, each overseeing a specific function of the creative marketing engine:
  - Creative Copy: Led by Annie Cottrell Johnson (Director, Creative Copy)
  - Web Production: Led by Eleni Speal (Web Production Manager)
  - Quality Assurance (QA): Led by Elisma Roets (Senior Manager, QA)
  - Launches: Led by Lindsey Nguyen (Sr Manager Launches)
  - Creative Operations: Led by Sokha Ang (Sr Manager, Creative Operations)
  - Creative Design: Led by Toby Riley (Director, Creative Design)
  - Creative Multimedia: Led by Waide Grunow (Director, Creative Multimedia).

Other teams we work with:
- Marketing Tech
  - Senior Leadership – Blair Gardner, Led by Brittany Bisceglia
  - Responsible for the back-end integration and continuous updating of degree WordPress environments. We work closely with this team to ask for enhancements or fixes to the WordPress tool. Marketing Tech works with an outside company called Big Bite to code these enhancements.
- Search Engine Optimization (SEO) & Organic Marketing
  - Led by Ryan VanValin
  - Provide guidance and strategy to drive school ecosystem traffic; communicate integration requirements for link recommendations, school-side landing pages, and other optimization suggestions; support school partners with ad-hoc website analysis, reporting, and consulting.
- Conversion Rate Optimization (CRO)
  - Led by Chinmay Dugar
  - Tests new assets or user experiences to improve conversion rate for organic sites and paid landing pages. Make sure the sites are converting well.
- Taxi Engineering Team
  - Led by Leena Moiz
  - Manages the engineering updates/improvements/issues within the Taxi CMS/across our forms on a daily basis
- Getsmarter Engineering Team
  - Led by Jean-Paul (JP) Erasmus
  - Responsible for the back-end integration and continuous updating of executive education WordPress environment and Titan CMS. We work closely with this team to ask for enhancements or fixes for the Getsmarter website.