Responsibilities

• Develop and lead an enterprise demand-generation strategy aligned with Marketing and Single-Family and Multifamily priorities.
• Partner with Segment Marketing leadership to integrate demand generation into business planning, priorities, and shared goals.
• Collaborate with Sales and business teams to prioritize accounts, coordinate customer engagement, and improve lead handoff and follow-up.
• Develop, execute, optimize, and report on integrated marketing campaigns for priority Single-Family and Multifamily audiences, including lenders, seller/servicers, multifamily owners and operators, housing finance partners, mortgage brokers, correspondents, and existing customers.
• Build repeatable frameworks for audience prioritization, account-based marketing, nurture journeys, lead qualification, and campaign measurement.
• Use CRM, campaign, and customer data to refine target audiences, opportunities, messaging, and investment decisions.
• Define funnel stages, stage criteria, attribution models, and pipeline reporting tied to engagement and business outcomes.
• Define measurement, attribution approach, and reports in partnership with Marketing Data and Analytics and Segment Analytics teams to bring qualified opportunities, pipeline, revenue, and business outcomes.
• Coordinate with Marketing, Analytics, Product, Digital, Creative, Events, Legal, Compliance, and other partners to deliver cohesive campaigns.
• Lead and develop a high-performing team focused on accountability, collaboration, customer needs, and continuous improvement.

Requirements

• 8 years of progressive experience in demand generation, customer growth marketing, integrated marketing, account-based marketing, or a related field.
• Demonstrated success building, scaling, or transforming a demand-generation capability.
• 5 or more years of people-leadership experience.
• Proven ability to develop and execute integrated, full-funnel marketing strategies.
• Experience marketing complex products or services through long, relationship-based decision cycles.
• Strong analytical skills and experience developing performance metrics, dashboards, campaign reporting, and attribution approaches.
• Strong executive presence and extensive experience presenting strategies, results, and recommendations to senior leaders.
• Demonstrated ability to lead through influence in a large, highly matrixed, and/or regulated organization.
• Shows curiosity and adaptability in learning and responsibly applying new technologies, including artificial intelligence, to reimagine how we work.

Preferred

• Bachelor’s or advanced degree in marketing, business, communications, analytics, or a related field.
• Prior B2B marketing experience is strongly preferred.
• Experience in financial services, housing, mortgage finance, commercial real estate, or another regulated industry.
• Experience with Salesforce, Adobe Experience Cloud, account-based marketing platforms, marketing automation, customer data platforms, web analytics, business intelligence tools, and attribution models.
• Knowledge of responsible uses of AI in marketing strategy, campaign execution, personalization, or analytics.