Led the media relations launch of edX, MIT and Harvard’s new Massive Open Online Course (MOOC) platform for a growing set of 23 leading higher education institutions. Used traditional and social media messages to drive branding. Developed relationships with key higher education journalists and created consumer media pitches to drive course enrollments and differentiate edX from for-profit competitors including. Placed two front-page New York Times articles. Prepared president of edX for media interviews and public presentations at World Economic Forum meeting in Davos, Switzerland and TED Global presentation in Edinburgh, Scotland.