Director – Demand Generation and Segment Marketing

The Fannie Mae; United States; On-site; USD 155,000 - 209,000; Full time

Job summary

Fannie Mae is seeking a Director to build and lead a new enterprise demand-generation capability within Segment Marketing. You will define strategy, customer journeys, and measurement to scale demand across Single-Family and Multifamily initiatives.

The role partners with Marketing and Sales leadership to align priorities, optimize campaigns, and drive qualified opportunities through long, relationship-based decision cycles.

Qualifications

• 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.

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.
• 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.

Skills

Demand generation

Growth marketing

ABM strategy

Executive presentation

Analytics

Cross-functional leadership

Education

Bachelor’s or advanced degree

Tools

Salesforce

Adobe Experience Cloud

ABM platforms

Marketing automation

Customer data platforms

Web analytics

BI tools

Attribution models

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 leadership position, you will build and lead a new enterprise demand-generation capability within the Segment Marketing function.

Reporting to the Head of Segment Marketing, the director will partner closely with the other members of Segment Marketing leadership team to advance the function’s priorities.

This role will work across Multifamily Marketing, Single-Family Marketing, Sales, business teams, and marketing partners to generate measurable demand, increase adoption of priority products and capabilities, and create qualified business opportunities.

This is a builder role. The director will establish the strategy, customer journeys, campaign processes, measurement standards, and operating model needed to create a scalable demand-generation engine.

The ideal candidate has successfully built, scaled, or transformed demand-generation capabilities in a complex B2B environment and has experience marketing products and services through long, relationship-based decision cycles.

This role will balance near-term campaign activation with longer-term capability building, including process design, stakeholder alignment, measurement foundations, and team development.

The Impact You Will Make

• 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.

Minimum Required Experiences and Skills

• 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.

Desired Experience

• 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.

Work Location

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.

Equal Opportunity & Accommodations

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.

Hiring Range

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).

Benefits

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.

Requisition Compensation

Requisition compensation: 155000 to 209000

Company Overview

Tackle America’s biggest housing challenges using the latest technology and AI, while collaborating with experts in their fields.

Company Culture

We believe that prioritizing our people’s growth and success is essential to achieving our business goals and fulfilling our purpose.