Director, Demand Generation

Landmark Credit Union; Town of Brookfield (WI); On-site; USD 120,000 - 160,000; Full time

Job summary

Landmark Credit Union is seeking a Director of Demand Generation to lead marketing automation, member journey orchestration, and personalized experiences across channels. You will oversee website, SEO, email, digital banking marketing, and paid media, aligning initiatives with growth and member needs.

Collaborating with IT, Analytics, and business units, you’ll define the MarTech roadmap, expand automation, and pioneer AI-powered marketing capabilities to inform strategy and drive measurable

Qualifications

• Bachelor's degree in Marketing or related field with 10+ years of progressive leadership experience is preferred.
• Experience leading growth marketing, demand generation, digital marketing, CRM, and marketing automation initiatives.
• Proven success developing strategies that drive growth in member acquisition, deposits, lending, or revenue.
• Experience managing Salesforce Marketing Cloud or Salesforce CRM and enterprise marketing automation platforms.

Responsibilities

• Develop and execute Landmark's enterprise demand generation strategy aligned with goals for member acquisition, deposits, lending, digital adoption, retention, and growth.
• Own marketing automation strategy, member journey framework, and Salesforce-enabled marketing tech ecosystem.
• Design, optimize, and scale personalized member journeys across the lifecycle to improve engagement and conversion.
• Set the digital marketing strategy and oversee omnichannel campaigns.
• Lead paid media strategy, budget allocation, and campaign performance to drive growth.
• Develop and own the MarTech strategy and roadmap to improve automation, personalization, and efficiency.
• Lead adoption of AI-powered capabilities and AI-first demand generation practices across various channels.
• Partner with IT, Digital, Data Analytics to ensure marketing tech integrates with enterprise systems.
• Establish KPIs, attribution models, dashboards, and reporting to demonstrate marketing ROI and impact.
• Mentor and develop a high-performing marketing team and agency partners.

Skills

Leadership

Demand generation

MarTech

Marketing automation

CRM experience

Digital marketing

Analytics

Communication

Education

Bachelor's degree in Marketing or related field

Tools

Salesforce Marketing Cloud

Job description

At Landmark Credit Union, we succeed by putting people first - and that starts with you. Our culture of inclusion and collaboration enables us to support our members' financial wellbeing, positively impact the communities we serve, and help our associates grow their careers. Bring your authentic self to work as part of an organization where you'll feel valued for your unique qualities, are enabled to reach your full potential, and are recognized for your contributions to our success. We strive to ensure you feel empowered to grow and succeed, while also feeling valued and taken care of, as we all do our part to put people first. We invite you to learn more about this and other opportunities at Landmark Credit Union.

NATURE AND SCOPE:

As the leader of the Demand Generation team, this role provides strategic direction for marketing automation, member journey orchestration, and advanced personalization. The Director will have direct oversight of the front-end website, SEO AI evolvement, email, digital banking marketing support, and paid media ensuring Landmark's marketing experiences are less complicated, more relevant, and aligned with the needs of members across our footprint. The Director partners across, Business Units, IT, Digital Banking, Commercial Banking, Analytics, Compliance, and Marketing Peers to align marketing initiatives with enterprise growth objectives and Landmark's people-first culture. In addition to leading Landmark's demand generation programs, this role is responsible for advancing the future state of marketing by developing the marketing technology roadmap, expanding automation, integrating artificial intelligence into marketing operations, and preparing the organization for next-generation CRM capabilities. The Director leads a team of marketing professionals while fostering Landmark's culture of inclusion, collaboration, innovation, accountability, continuous improvement, and data-driven decision making. This position reports to the VP, Marketing Planning & Operations.

REQUIREMENTS:

• 1. Bachelor's degree in Marketing, Business, Communications, or a related field is required, along with a minimum of 10 years of progressive leadership experience, including team management, demand generation, digital experience management, MarTech development or marketing automation and familiarity with the financial services industry are preferred. An equivalent combination of education and experience may also be considered.
• 2. Experience leading growth marketing, demand generation, digital marketing, CRM, marketing automation, or customer lifecycle marketing initiatives.
• 3. Demonstrated success developing strategies that drive measurable growth in member acquisition, deposits, lending, or revenue.
• 4. Experience managing Salesforce Marketing Cloud or Salesforce CRM and enterprise marketing automation platforms.
• 5. Experience managing digital channels, including website, email, paid media, and SEO
• 6. Strong understanding of member segmentation, personalization, journey orchestration, and omnichannel marketing.
• 7. Strong analytical, communication, and leadership skills. Excellent verbal and written communication skills, with the ability to lead cross-functional collaboration, influence senior stakeholders, present performance insights, and align teams around shared digital priorities.
• 8. Must develop a thorough understanding of company policies and procedures as they relate to this position and comply with all company policies and procedures and all job-related state and federal laws and regulations.

PRINCIPAL ACCOUNTABILITIES:

• 1. Develop and execute Landmark's enterprise demand generation strategy aligned with organizational goals for member acquisition, deposit growth, consumer and mortgage lending, digital adoption, retention, and relationship growth.
• 2. Partner with planning, strategy, marketing leadership, and business unit stakeholders to establish annual and long-term growth plans that support Landmark's mission, member experience, community impact, and measurable business outcomes.
• 3. Own Landmark's marketing automation strategy, member journey framework, and Salesforce-enabled marketing technology ecosystem.
• 4. Design, optimize, and scale automated, personalized, behavior-based member journeys across the full lifecycle to improve engagement, conversion, onboarding, product adoption, retention, re-engagement, financial confidence, and member experience.
• 5. Set the digital marketing strategy and provide strategic oversight of omnichannel digital campaigns.
• 6. Lead the strategic planning, execution, optimization, and performance of all paid media investments across all channels, overseeing budget allocation, and campaign performance to achieve elevated brand awareness, and drive measurable member growth and conversion.
• 7. Develop and own the MarTech strategy and roadmap, evaluating, recommending, and implementing technologies that improve automation, personalization, scalability, speed to market, and operational efficiency.
• 8. Lead adoption of AI-powered capabilities and AI-first demand generation practices, including GEO, AEO, AI-powered buyer engagement, audience segmentation, predictive marketing, content generation, campaign optimization, customer journey orchestration, and next-generation personalization.
• 9. Partner with IT , Digital, Data Analytics, and related teams to ensure marketing technologies integrate effectively with enterprise systems and support future CRM, member data, and personalization strategies.
• 10. Partnership with Marketing Insights and Analytics to establish KPIs, attribution models, measurement frameworks, executive dashboards, and reporting that demonstrate marketing impact, ROI, revenue contribution, acquisition, engagement, retention, conversion, growth performance, budget utilization, channel performance, and forecast accuracy.
• 11. Use analytics, A/B testing, segmentation, customer insights, attribution data, funnel conversion tracking, and performance data to continuously evaluate customer journeys, monitor campaign effectiveness, identify improvement opportunities, and maximize performance.
• 12. Lead member acquisition, onboarding, nurture, cross-sell, upsell, retention, re-engagement, and full-funnel journey initiatives-from awareness through conversion-that increase member lifetime value and deepen relationships.
• 13. Lead, mentor, and develop a high-performing team of marketing professionals and agency partners by setting clear goals, performance expectations, professional development plans, and a people-first culture of accountability, inclusion, and collaboration.
• 14. Foster a culture of innovation, accountability, collaboration, experimentation, continuous learning, data-driven decision making, operational rigor, and test-and-learn agility in demand generation, automation, AI, member journeys, and marketing technology.
• 15. Strong executive presence with exceptional written and verbal communication skills; demonstrated success engaging, influencing, and reporting to C-suite and executive leadership on revenue performance and strategic initiatives.
• 16. Perform other duties as assigned.

EEO/Veterans/Disabled