Toby Riley Email & Phone Number

United States

As the Creative Director at 2U/edX, I lead a diverse team of 11 designers and 4 production artists spread across the U.S. and South Africa. I direct high-impact marketing campaigns for 2U, edX, and our educational partners, collaborating with university partners and internal stakeholders to enhance brand and program awareness. In 2023, our creative campaigns generated $28 million in revenue.My role fosters the professional growth of my teams while spearheading innovative and industry-leading campaigns. I manage brand creative for over 200 partner universities, including prestigious institutions like Harvard, Yale, and Oxford, ensuring meticulous organization and coordination.

At Make Today A Win (MTAW), I lead the design and direction of our marketing efforts, and in-app UX/UI creative applications. I helped grow MTAW from concept to a fully functioning win tracker app within 12 months. Built from scientific foundations highlighting the benefits of a winning mindset, MTAW helps users make conscious life choices and work towards their aspirations. MTAW launched on the iOS and Google Play Store in January 2024, offering users a platform to turn any moment into a win. https://www.mtaw.app/

San Diego, California, United States

At National University, I led a creative design team of 5, in rebranding a 50-year-old institution and spearheaded multiple brand awareness campaigns. Within my first seven months, I facilitated a comprehensive brand transformation with the creation of a new logo, brand identity, and the launch of a new website. This multi-million-dollar brand transformation propelled National University to the forefront of online higher education, solidifying its status as a premier competitor in the industry.I nurtured and expanded our creative team, collaborating with Video and Copy teams to produce a library of student documentaries, and in-person experiences. As the creative liaison with partner agencies WongDoody and The Brick Factory, I ensured seamless coordination and implementation.

Phoenix, Arizona Area

I spearheaded UX/UI strategy, process, and design implementation; encompassing all digital and tangible creative projects. I oversaw our digital asset management system creation, and helped design uniquely specific gamified learnings and onboarding platforms for Twitter, Google, FedEx, David Yurman, FritoLay, American Lung, American Heart, and more.

Creative consultation and design development for agency clients. While contracted with CHS, I created bespoke websites, specialized social media campaigns and various print, and digital marketing assets. Responsible for the campaign development, brand identity creation and brand maintenance of over 40 brands. More than half of the brands I managed underwent a full brand transformation; driving higher customer retention and brand engagement.

Chandler, Arizona, United States

I introduced innovative marketing campaign creative that significantly enhanced the appeal and knowledge of our bootcamp courses, contributing to a 40% increase in lead captures. By implementing new user journey strategies and improving the UX and UI of our website, I achieved a 25% reduction in bounce rate. Collaborating with the marketing strategies team, I also developed high-value brand awareness micro-campaigns that effectively drove student acquisition.

Tempe Arizona

Working alongside other award winning creatives, I helped build nationwide ad campaigns, and brand collateral for agency clients such as Goodwill, and McDonalds. I designed a multitude of marketing creative for clients including Barro's Pizza, and Venezia's Pizzeria—driving up website traffic and user engagement. My work responsibilities included designing websites, brand identities, digital ad campaigns and print marketing materials—collaborating with a UX team, developers, copywriters, PR, social strategists and more on a daily basis. As well as pitching successful creative concepts to existing and potential clients.

Bachelor Of Arts (B.A.), Design And Visual Communications, Graphic Design

Activities and Societies: Graduated with Honors, Cum Laude.

Graphic Design