Director, Demand Generation

NATURE AND SCOPE

As the leader of the Demand Generation team, this role provides strategic direction for marketingautomation, member journey orchestration, and advanced personalization. The Director will have directoversight of the front-end website, SEO AI evolvement, email and digital banking marketing supportensuring Landmark’s marketing experiences are less complicated, more relevant, and aligned with theneeds of members across our footprint. The Director partners across, Business Units, IT, Digital Banking,Commercial Banking, Analytics, Compliance, and Marketing Peers to align marketing initiatives withenterprise growth objectives and Landmark’s people-first culture.In addition to leading Landmark’s demand generation programs, this role is responsible for advancingthe future state of marketing by developing the marketing technology roadmap, expanding automation,integrating artificial intelligence into marketing operations, and preparing the organization for next generationCRM capabilities. The Director leads a team of marketing professionals while fosteringLandmark’s culture of inclusion, collaboration, innovation, accountability, continuous improvement, anddata-driven decision making. This position reports to the VP, Marketing Planning & Operations.

REQUIREMENTS

• 1. Bachelor’s degree in Marketing, Business, Communications, or a related field is required, along witha minimum of 10 years of progressive leadership experience, including team management, demandgeneration, digital experience management, MarTech development or marketing automation and familiarity with the financial services industry are preferred. An equivalent combination of educationand experience may also be considered.
• 2. Experience leading growth marketing, demand generation, digital marketing, CRM, marketingautomation, or customer lifecycle marketing initiatives.
• 3. Demonstrated success developing strategies that drive measurable growth in member acquisition,deposits, lending, or revenue.
• 4. Experience managing Salesforce Marketing Cloud or Salesforce CRM and enterprise marketingautomation platforms.
• 5. Experience managing digital channels, including website, email and SEO
• 6. Strong understanding of member segmentation, personalization, journey orchestration, andomnichannel marketing.
• 7. Strong analytical, communication, and leadership skills. Excellent verbal and written communicationskills, with the ability to lead cross-functional collaboration, influence senior stakeholders, presentperformance insights, and align teams around shared digital priorities.
• 8. Must develop a thorough understanding of company policies and procedures as they relate to thisposition and comply with all company policies and procedures and all job-related state and federallaws and regulations.

PRINCIPAL ACCOUNTABILITIES

• 1. Develop and execute Landmark’s enterprise demand generation strategy aligned with organizationalgoals for member acquisition, deposit growth, consumer and mortgage lending, digital adoption,retention, and relationship growth.
• 2. Partner with planning, strategy, marketing leadership, and business unit stakeholders to establishannual and long-term growth plans that support Landmark’s mission, member experience,community impact, and measurable business outcomes.
• 3. Own Landmark’s marketing automation strategy, member journey framework, and Salesforceenabledmarketing technology ecosystem.
• 4. Design, optimize, and scale automated, personalized, behavior-based member journeys across thefull lifecycle to improve engagement, conversion, onboarding, product adoption, retention, reengagement,financial confidence, and member experience.
• 5. Set the digital marketing strategy and provide strategic oversight of omnichannel digital campaigns.
• 6. Develop and own the MarTech strategy and roadmap, evaluating, recommending, andimplementing technologies that improve automation, personalization, scalability, speed to market,and operational efficiency.
• 7. Lead adoption of AI-powered capabilities and AI-first demand generation practices, including GEO,AEO, AI-powered buyer engagement, audience segmentation, predictive marketing, contentgeneration, campaign optimization, customer journey orchestration, and next-generationpersonalization.
• 8. Partner with IT , Digital, Data Analytics, and related teams to ensure marketing technologiesintegrate effectively with enterprise systems and support future CRM, member data, andpersonalization strategies.
• 9. Partnership with Marketing Insights and Analytics to establish KPIs, attribution models,measurement frameworks, executive dashboards, and reporting that demonstrate marketing impact, ROI, revenue contribution, acquisition, engagement, retention, conversion, growthperformance, budget utilization, channel performance, and forecast accuracy.
• 10. Use analytics, A/B testing, segmentation, customer insights, attribution data, funnel conversiontracking, and performance data to continuously evaluate customer journeys, monitor campaigneffectiveness, identify improvement opportunities, and maximize performance.
• 11. Lead member acquisition, onboarding, nurture, cross-sell, upsell, retention, re-engagement, andfull-funnel journey initiatives—from awareness through conversion that increase member lifetimevalue and deepen relationships.
• 12. Lead, mentor, and develop a high-performing team of marketing professionals and agency partnersby setting clear goals, performance expectations, professional development plans, and a people-firstculture of accountability, inclusion, and collaboration.
• 13. Foster a culture of innovation, accountability, collaboration, experimentation, continuous learning,data-driven decision making, operational rigor, and test-and-learn agility in demand generation,automation, AI, member journeys, and marketing technology.
• 14. Strong executive presence with exceptional written and verbal communication skills; demonstratedsuccess engaging, influencing, and reporting to C-suite and executive leadership on revenueperformance and strategic initiatives.
• 15. Perform other duties as assigned.