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Job Description

In this compelling new senior leadership role, you will bring to life our new enterprise demand-generation capability by operationalizing personalization and automation at scale. This is a transformation and builder role. The Director will evolve the existing channel management organization overseeing our website, email and martech stack while establishing new demand-generation capabilities, skills, processes, governance, and ways of working.  

THE IMPACT YOU WILL MAKE

The Digital Marketing Director - Marketing Automation and Channel Operations role will offer you the flexibility to make each day your own while working alongside people who care so that you can deliver on the following responsibilities:

Channel Management and Demand Generation Strategy

• Elevate the existing channel strategy and management organization by developing new skills in marketing automation, journey orchestration, campaign operations, personalization, testing, and performance optimization.
• Build and operationalize a new demand-generation operations capability, including campaign orchestration, audience activation, nurture execution, lead/customer journey operations, testing, measurement, and continuous optimization.
• Own the business strategy, roadmap, governance, adoption, and optimization of the marketing technology capabilities that enable demand generation, personalization, channel activation, and measurement, including Salesforce Marketing Cloud. Identify capability gaps and recommend technology, process, or data solutions that improve marketing effectiveness and operational efficiency.
• Increase the maturity and adoption of marketing automation across the organization, moving from one-time campaign execution toward always-on, data-driven customer journeys.
• Communicate the measurable business impact of digital initiatives to stakeholders and partners.

Channel Operations

• Own the operational excellence, governance, publishing model, releases, quality, performance, and continuous improvement of the website, email, organic search (SEO/AEO), and learning management system.
• Define and/or optimize the operating model, processes, roles, workflows, governance, and capabilities required to scale demand-generation programs across the enterprise.
• Continuously identify opportunities to reduce manual work, improve cycle time, increase reuse, and automate repeatable processes and improve our scalable channel and campaign operating model covering intake, prioritization, capacity planning, workflow, approvals, QA, deployment, and measurement.
• Drive responsible adoption of automation and AI capabilities that improve campaign development, personalization, testing, optimization, and channel operations.

Cross-Functional Collaboration

• Cultivate strong relationships with key business line and marketing and technology teams to inform strategy, gain alignment, and drive cross‑organizational buy‑in.
• Partner with Data and Analytics, Digital Experience, Marketing, and Technology to define the audience data, behavioral signals, triggers, identity, measurement, and decisioning capabilities required to deliver increasingly personalized and automated customer journeys.
• Partner closely with the Director, Demand Generation and the Segment Marketing team

Team Leadership

• Lead the transformation of the existing high performing channel management team into a modern demand-generation operations and marketing automation organization.
• Coach and develop the team while establishing clear performance expectations and accountability.
• Coach and mentor team members to drive high performance and best‑in‑class execution.
• Oversee vendor and partner relationships and contracts as needed.

THE EXPERIENCE YOU BRING TO THE TEAM

Minimum Required Experiences

• 8 years of experience in digital marketing channel management including proven experience transforming digital solutions with marketing technology.
• 5 years of experience in leading or building a demand generation or lifecycle marketing team leveraging marketing automation strategies.
• Proven ability to build and lead digital marketing teams and deliver large‑scale, cross‑organizational initiatives with multiple complex workstreams across a digital ecosystem.
• Strong understanding of modern martech ecosystems, including marketing automation, CMS, CRM/customer data, analytics, identity/audience management, personalization, and integrations and cross-channel lifecycle strategy (email, SMS, in-app, on-site messaging), and learning management systems like Docebo.
• Demonstrated ability to translate business and marketing strategy into technology, data, process, and operating-model requirements.
• Strong foundation in data-driven decisioning, testing methodologies, and measurement frameworks.
• Excellent communication, stakeholder influence, and organizational leadership skills.
• Bachelor’s degree or equivalent experience.
• Shows curiosity and adaptability in learning and responsibly applying new technologies, including artificial intelligence, to reimagine how we work.

Desired Experiences

• Master’s degree preferred.
• 5+ years of experience as a leader or strategic partner using marketing automation platforms (e.g. Acquia, Drupal, Google Analytics Suite, and Salesforce Marketing Cloud).
• Familiarity with Agile methodologies and modern digital development practices.
• Track record of developing and executing strategies for websites or digital solutions that drive sales and strengthen customer relationships.
• Experience within financial services or similarly complex/regulated industries.

Marketing – Digital Marketing – Director

#LI-Hybrid

Qualifications

Education:

The future is what you make it to be. Discover compelling opportunities at Fanniemae.com/careers.

For most roles, employees are expected to work onsite on a regular basis at their designated office location. In-office work cadence is determined by your manager. Proximity within a reasonable commute to your designated office location is preferred unless the job is noted as open to remote.

Fannie Mae is an equal opportunity employer and considers qualified applicants for employment without regard to race, color, religion, sex, national origin, disability, age, sexual orientation, gender identity/gender expression, marital or parental status, or any other protected factor. Fannie Mae is committed to providing reasonable accommodations to qualified individuals with disabilities who are employees or applicants for employment, unless to do so would cause undue hardship to the company. If you need assistance using our online system and/or you need a reasonable accommodation related to the hiring/application process, please complete this form.

The hiring range for this role is set forth below. Final salaries will generally vary within that range based on factors that include but are not limited to, skill set, depth of experience, certifications, and other relevant qualifications. This position is eligible to participate in a Fannie Mae incentive program (subject to the terms of the program). As part of our comprehensive benefits package, Fannie Mae offers a broad range of Health, Life, Voluntary Lifestyle, and other benefits and perks that enhance an employee's physical, mental, emotional, and financial well-being. See more here.

Requisition compensation:

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