Marketing Data Strategist

Fannie Mae; Plano (TX); Hybrid; USD 90,000 - 120,000; Full time

Job summary

Fannie Mae is seeking a Marketing Data Strategy Lead Associate to transform complex datasets into actionable insights and create dashboards that measure and optimize campaigns against KPIs. You will partner with analytics and IT to ensure data quality, governance, and scalable reporting across marketing programs.

The role requires advanced SQL, data visualization proficiency with Tableau/Power BI, and experience with data warehousing on cloud platforms.

Qualifications

• 4 years of experience in marketing data strategy and analytics using marketing technology and analytics platforms.

Responsibilities

• Define how marketing should use data to measure and optimize performance and personalization strategies.
• Develop and implement comprehensive data strategies that align with marketing objectives and business goals.
• Own the definition and governance of marketing data including KPIs, metrics, naming conventions, and documentation.
• Create and maintain a marketing measurement plan outlining what we measure, why, and how.
• Audit existing datasets to diagnose gaps, inconsistencies, and opportunities for consolidation or improvement.
• Partner with Analytics and Marketing teams to establish KPIs and success metrics for all marketing programs.
• Co-design analytical use cases with Analytics/Reporting team (e.g., funnel attribution, content effectiveness, campaign performance).
• Support the development of dashboards and reporting systems with accurate KPIs, clear definitions, and meaningful narratives.
• Partner with IT and Data Engineering to uphold data quality and governance while ensuring dependable access to certified datasets.
• Create and maintain technical documentation such as data dictionaries/models with sources, schemas, and quality rules.
• Convert business requirements into technical requirements and define data collection policies.
• Lead UAT for new datasets, tools, dashboards, and integrations.
• Prioritize ingestion and transformation work with a roadmap aligned to milestones.
• Develop automated reporting solutions and data pipelines.
• Stay current on emerging marketing technologies and data platforms; recommend adoption.
• Serve as a marketing data expert, providing training and guidance on analytics tools.

Skills

Marketing data strategy

Tableau

Power BI

SQL

Data warehousing

Cloud platforms

Data governance

Cross-dataset SME

Communication

AI awareness

Education

Bachelor's degree

Tools

Tableau

Power BI

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

As a valued contributor to our Marketing Data Strategy team, you will turn complex datasets into actionable insights that inform marketing decisions. You will create data-driven dashboards and reports that help Marketing leadership measure and optimize campaigns against defined KPIs and business outcomes. You will build reports from scratch using visualization tools such as Tableau and Power BI and serve as a subject matter expert (SME) for multiple Marketing-owned datasets.

THE IMPACT YOU WILL MAKE

Strategy, Analytics and KPI Architecture

• Define how marketing should use data to measure and optimize performance and personalization strategies.
• Develop and implement comprehensive data strategies that align with marketing objectives and business goals.
• Own the definition and governance of marketing data including KPIs, metrics, naming conventions, and documentation.
• Create and maintain a marketing measurement plan outlining what we measure, why, and how.
• Audit existing datasets to diagnose gaps, inconsistencies, and opportunities for consolidation or improvement.
• Partner with Analytics and Marketing teams to establish key performance indicators (KPIs) and success metrics for all marketing programs.

Insights and Reporting Collaboration

• Co-design analytical use cases with Analytics/Reporting team (e.g., funnel attribution, content effectiveness, campaign performance, demand efficiency, journey friction).
• Support the development of dashboards and reporting systems with accurate KPIs, clear definitions, and meaningful strategic narratives.

Technical Implementation and Partnership

• Partner with IT and Data Engineering to uphold data quality and governance while ensuring dependable access to certified datasets.
• Create and maintain technical documentation such as data dictionaries/models that specify sources, schemas, SLO/SLAs, and quality rules for each certified dataset.
• Convert business requirements into technical requirements and define policies, procedures, and models for data collection and retrieval.
• Lead user acceptance testing (UAT) for new datasets, tools, dashboards, and integrations to ensure accuracy and usability.
• Prioritize ingestion and transformation work with a roadmap aligned to business milestones.
• Develop automated reporting solutions and data pipelines to improve efficiency and accuracy.
• Stay current on emerging marketing technologies and data platforms, making recommendations for adoption.
• Serve as a marketing data expert, providing training and guidance on analytics tools and best practices.

THE EXPERIENCE YOU BRING TO THE TEAM

Minimum Required Experiences and Skills

• 4 years of experience in marketing data strategy and analytics using marketing technology and analytics platforms.
• Advanced skills in data visualization tools Tableau or Power BI.
• Strong SQL skills for data extraction, manipulation, and analysis.
• Understanding of data warehousing concepts and cloud platforms (e.g. BigQuery, AWS, Redshift).
• Prior experience establishing marketing data quality standards and governance frameworks for complex, multi-source datasets with varying levels of documentation and completeness.
• Demonstrated expertise as a cross-dataset SME with deep knowledge of multiple data sources, their interrelationships, limitations, and appropriate use cases – including reconciling disparate data models and establishing unified measurement standards.
• Ability to communicate complex information in an understandable way to non-technical audiences.
• Shows curiosity and adaptability in learning and responsibly applying new technologies, including artificial intelligence, to reimagine how we work.

Desired Experience

• Bachelor's degree or related experience.
• Ability to analyze campaign effectiveness, audience behavior, and segmentation to uncover insights and present clear strategic recommendations.
• Strong storytelling and presentation skills, including communicating insights and recommendations to senior and executive audiences.
• Prior experience managing Marketing related datasets such as Salesforce Marketing Cloud, SEO, and Google Suite (GA4, Campaign Manager, Search Console) data.
• Experience with customer data platforms (CDPs) such as Segment, mParticle, or Adobe Experience Platform.
• Familiarity with data privacy regulations (GDPR, CCPA) and their impact on data usage.

Marketing - Data Strategy - Lead Associate

#LI-Hybrid

Qualifications

Education:

• Bachelor's Level Degree (Required)

The fu