Director, Digital Experience

Overview

Are you looking for an exciting job where you can put your skills and talents to work at a company you can feel proud to be a part of? Do you want a workplace that will challenge you and offer you opportunities to learn and grow? A position at Xcel Energy could be just what you’re looking for.

Position Summary

The Director, Digital Experience is the leader of the Digital Experience Center of Excellence that serves as the shared-services engine for brand, digital experience, content, creative, martech, measurement, and marketing operations across all business units and functions. This leader owns the operating model that lets the enterprise scale integrated, data-driven, AI-augmented marketing and digital experience — protecting brand trust, accelerating revenue growth, and safeguarding reputation in regulated markets. The role is accountable for the strategy, budget, talent, platform architecture (Adobe Experience Cloud + the broader martech stack), and measurable business outcomes of the COE.

Essential Responsibilities

• Lead the enterprise Digital Experience COE charter, operating model, budget, and multi-year roadmap; lead the transformation from siloed, function-based delivery to a unified, customer-first operating system serving business units and state markets.

• Set and execute the integrated go-to-market architecture spanning brand, demand generation, lifecycle, digital experience, content supply chain, and analytics — unifying channels into self-reinforcing systems that elevate brand trust and accelerate measurable growth.

• Lead the enterprise martech and digital platform strategy anchored on Adobe Experience Cloud (AEM, AEP, Real-Time CDP, AJO, CJA, Target, Workfront, GenStudio, Firefly Services, Marketo) integrated with Salesforce, the enterprise data warehouse, and the adjacent martech landscape; govern investment, rationalization, and vendor strategy.

• Work cross-functionally to define and enforce the enterprise AI and agentic strategy for marketing and digital experience: where AI assistants and agents act, the responsible-use governance model, human-in-the-loop controls, data and content provenance, and measurable efficiency outcomes.

• Build, coach, and retain a multidisciplinary leadership team of leaders across Content Operations, UX, Content Platform Engineering, Digital Innovation, Marketing Automation, Data and Analytics; Support business unit Digital, Product, and Martech needs; develop the bench and succession pipeline.

• Lead brand trust, reputation, and crisis posture for the enterprise in partnership with Corporate Affairs, Legal, Regulatory, and Privacy; own digital crisis playbooks and ensure digital experience reinforces brand equity during high-stakes moments (outage events, regulatory filings, executive transitions).

• Serve as sponsor to the largest platform vendors (Adobe and equivalent); negotiate enterprise agreements, align roadmaps, and steer capability investment at a multi-million-dollar annual scale.

• Represent the COE across the company and major industry venues; report on the business outcomes, capability health, talent, and risk of the function; align the COE with enterprise OKRs.

• Partner with peers across the Corporate Marketing + Brand teams, as well as with Product, IT, Data, Legal, Privacy, Finance, HR, and other GMs; drive cross-functional alignment that makes integrated marketing and experience possible.

Minimum Requirements

• Bachelor's degree required; advanced degree (MBA or equivalent) and executive education strongly preferred.

• 10+ years of progressive marketing, digital experience, or integrated communications leadership, including 7+ years leading digital teams at enterprise scale across multiple business units.

• Demonstrated track record building or modernizing a Digital Center of Excellence across multiple business units and geographies.

• Proven ability to deliver measurable enterprise business outcomes: revenue impact, material ROI / ROAS / CLV improvement, or equivalent demand-generation and/or brand-equity results.

• Experience securing and stewarding major capital and operating investment in marketing technology and digital capability; disciplined cost, vendor, and operating-model ownership.

• Track record leading brand and reputation through high-stakes events (digital transformation, strategic brand engagement, product / regulatory events, crisis communications) while preserving or improving brand equity.

• Executive communication and influence

• Committed to WCAG 2.2 AA accessibility as a core public-utility service requirement.

Preferred Requirements

• Bachelor's degree required; advanced degree preferred (MA/MBA)

• Track record of securing and deploying major MarTech capex (Adobe, Salesforce, Marketo, HubSpot) with measurable platform ROI.

• Deep experience deploying AI and automation in marketing, communications and digital operations responsibly — measurable efficiency gains paired with governance, risk, and compliance discipline.

• Architectural fluency in the enterprise martech ecosystem — deep familiarity with Adobe Experience Cloud and its integration with Salesforce (Data Cloud, Marketing Cloud, or CRM), Marketo or AJO B2B, enterprise data platforms (Snowflake / Databricks / BigQuery), consent platforms, and ABM/social/listening tooling.

• Proficient in AI-assisted workflows (Adobe GenStudio, Firefly, AI Assistants); reviews AI-generated output for brand safety, accuracy, and compliance; understands agentic-workflow oversight responsibilities.

• Adobe Experience Cloud executive-level certification or equivalent vendor partnership credentials.

• Trained in Dark Sky crisis-resilience protocols for immediate shift to emergency communications.

• Working knowledge of utility regulatory requirements including PUC oversight, NERC-CIP data-sovereignty standards, CCPA/CPRA, and state privacy laws; ensures all digital output is audit-ready.

• Core tools and platforms: Adobe Experience Cloud — platform-level fluency (AEM, AEP + Real-Time CDP, AJO, CJA, Adobe Analytics, Target, Workfront, GenStudio, Firefly Services, Marketo Engage, Adobe Commerce, Mix Modeler); Salesforce ecosystem — Sales / Service / Marketing / Data Cloud; Oracle Eloqua and HubSpot where present in acquired business units; Enterprise data and analytics — Snowflake / Databricks / BigQuery; Power BI / Tableau / Looker; multi-touch attribution and marketing mix modeling vendors (Adobe Mix Modeler, Measured, Rockerbox, or in-house Bayesian); AI and automation — generative AI platforms (enterprise AI platforms for Enterprise, Gemini, Copilot); agentic workflow platforms (Adobe agents, Salesforce Agentforce, Microsoft Copilot Studio); governance tooling; Communications and reputation — social listening (Sprinklr, Brandwatch, Meltwater); media monitoring and crisis management platforms; consent management (OneTrust, Ketch); Enterprise operating system — Workfront for portfolio governance; ServiceNow / Ariba / Coupa for vendor and spend management; executive BI dashboards; marketing, documented operating-cost efficiency from AI-augmented workflows, and a healthy, growing bench of COE leaders.

As a leading combination electricity and natural gas energy company, Xcel Energy offers a comprehensive portfolio of energy-related products and services to 3.4 million electricity and 1.9 million natural gas customers across eight Western and Midwestern states. At Xcel Energy, we strive to be the preferred and trusted provider of the energy our customers need. If you’re ready to be a part of something big, we invite you to join our team.

All qualified applicants will receive consideration for employment without regard to age, race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.

Individuals with a disability who need an accommodation to apply please contact us at View email address on click.appcast.io.

Non-Bargaining

The anticipated starting base pay for this position is: $148,400.00 to $210,733.00 per year

This position is eligible for the following benefits: Annual Incentive Program, Long Term Incentive, Medical/Pharmacy Plan, Dental, Vision, Life Insurance, Dependent Care Reimbursement Account, Health Care Reimbursement Account, Health Savings Account (HSA) (if enrolled in eligible health plan), Limited-Purpose FSA (if enrolled in eligible health plan and HSA), Transportation Reimbursement Account, Short-term disability (STD), Long-term disability (LTD), Employee Assistance Program (EAP), Fitness Center Reimbursement (if enrolled in eligible health plan), Tuition reimbursement, Transit programs, Employee recognition program, Pension, 401(k) plan, Paid time off (PTO), Holidays, Volunteer Paid Time Off (VPTO), Parental Leave

Benefit plans are subject to change and Xcel Energy has the right to end, suspend, or amend any of its plans, at any time, in whole or in part.

In any materials you submit, you may redact or remove age-identifying information including but not limited to dates of school attendance and graduation. You will not be penalized for redacting or removing this information.

Accessibility statement: Xcel Energy endeavors to make accessible to any and all users. If you would like to contact us regarding the accessibility of our website or need assistance completing the application process, please contact Xcel Energy Talent Acquisition at View email address on click.appcast.io. This contact information is for accommodation requests only and cannot be used to inquire about the status of applications.