Director – Demand Generation and Segment Marketing

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.