Fannie Mae

Director - Demand Generation and Segment Marketing

Fannie Mae • $155K — $209K *
Finance & Insurance
8 - 10 years of experience
Job Overview by Ladders

Qualifications

  • 8+ years in demand generation or related marketing fields
  • Proven track record in building or transforming demand-generation capabilities
  • 5+ years of leadership experience
  • Expertise in developing full-funnel marketing strategies
  • Experience with complex, relationship-based sales cycles
  • Strong analytical skills for performance metrics and reporting
  • Ability to influence in a matrixed organization
  • Curiosity and adaptability in applying new technologies, including AI

Responsibilities

  • Develop and lead a comprehensive demand-generation strategy
  • Collaborate with leadership to align demand generation with business goals
  • Coordinate with Sales to enhance customer engagement and lead management
  • Execute and optimize integrated marketing campaigns for key audiences
  • Establish frameworks for audience prioritization and campaign measurement
  • Utilize data to refine targeting and messaging strategies
  • Define measurement and reporting standards in partnership with analytics teams
  • Lead and develop a high-performing, accountable marketing team

Benefits

  • Comprehensive health and life insurance options
  • Voluntary lifestyle benefits
  • Programs supporting physical, mental, and emotional well-being
  • Incentive program eligibility
  • Flexible work arrangements with hybrid options
Full Job Description
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

The Director - Demand Generation and Segment Marketing 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:

  • 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.


THE EXPERIENCE YOU BRING TO THE TEAM

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.


Marketing - Marketing Strategy - Director

#LI-Hybrid

Qualifications

Education:
Bachelor's Level Degree (Required), Master's Level Degree

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.

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). 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. See more here.

Requisition compensation:
155000
to
209000

About Fannie Mae

As the leading source of residential mortgage credit in the U.S. secondary market, Fannie Mae is supporting today's economic recovery and helping to build a sustainable housing finance system. They exist to provide reliable, large-scale access to affordable mortgage credit in all communities across the country at all times so people can buy, refinance, or rent homes. Fannie Mae is working to establish and implement industry standards‚ develop better tools to price and manage credit risk‚ build new infrastructure to ensure a liquid and efficient market and facilitate the collection and reporting of data for accurate financial reporting and improved risk management. Fannie Mae is committed to being their customers’ most valued business partner and delivering the products, services and tools their customers need to serve the entire market confidently, efficiently and profitably. Ultimately‚ Fannie Mae measures their progress not only by paying taxpayers and improving the housing finance system‚ but also by the difference they make in people’s lives.

Fannie Mae Careers

Join the vibrant team at Fannie Mae, where we are committed to solving the challenges of today's housing market while fostering inclusive growth and innovation. As a cornerstone of the American mortgage system, Fannie Mae offers unparalleled job opportunities that empower you to influence the future of housing finance. Work You’ll Do At Fannie Mae, you will collaborate with some of the brightest minds in the finance and technology sectors. Our mission is to ensure access to affordable housing for people across the United States, and your work here will contribute to that goal. With roles ranging from financial analysis to technology development, your career at Fannie Mae will be marked by growth, leadership, and the pursuit of excellence. Innovate and Lead Fannie Mae stands at the intersection of financial services and innovative technology solutions, making it an ideal place for those who are driven to explore new ideas and push boundaries. Our culture thrives on innovation and leadership, encouraging every team member to bring forward ideas that drive efficiency and effectiveness. Professional Growth and Development Career advancement at Fannie Mae is not just a possibility—it is an expectation. We are dedicated to the professional growth of our employees through robust training programs, leadership workshops, and continuous learning opportunities. Whether you are looking to sharpen your analytical skills, enhance your leadership capabilities, or dive deep into the housing market dynamics, Fannie Mae provides the resources to achieve your professional goals. Diversity and Inclusion At Fannie Mae, we believe that diversity fuels innovation. We are committed to fostering an inclusive environment where diverse voices are heard and valued. Through diversity training and a culture that celebrates unique perspectives, we ensure that all team members can contribute to their fullest potential. Join Our Team Explore the array of job opportunities at Fannie Mae, from internships for budding professionals to full-time positions for seasoned experts. We are hiring individuals who are passionate, curious, and eager to make a difference. Our team is looking for candidates who not only have the necessary skills but also embody our values of integrity, impartiality, and respect. Benefits and Perks Working at Fannie Mae comes with a comprehensive benefits package designed to support the health, well-being, and financial security of our employees and their families. From competitive health benefits and retirement plans to flexible working arrangements and wellness programs, we prioritize the well-being of our team members. Stay Connected Networking and staying connected are key components of building a successful career at Fannie Mae. Engage with us through various professional networking events, online communities, and social platforms to stay updated on new positions, company news, and industry trends. Apply Now Ready to take the next step in your career? Review our open positions, tailor your resume, and prepare for an interview that could set you on a path to a rewarding career at Fannie Mae. We are excited to see how your vision, skills, and enthusiasm can contribute to our team and the broader mission of affordable housing. Explore Fannie Mae Jobs Discover the exciting and impactful career paths available at Fannie Mae. Each position offers the opportunity to challenge yourself, contribute to a significant cause, and work within a culture that values innovation, leadership, and community impact. Join us in shaping the future of housing finance—apply today and be part of a team that is dedicated to making a difference.
Learn more about Fannie Mae
Size
7,400 employees
Industry
Founded
1938
NASDAQ

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