Digital Marketing Director - Marketing Automation and Channel Operations at Fannie Mae in Reston, VA

Job description

Playing an essential role in the U.S. economy, Fannie Mae is foundational to housing finance. Here, your expertise can help fuel purpose-driven innovation that expands access to homeownership and affordable rental housing across the country. Join Fannie Mae to grow your career and help people find a place to call home. 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 cont