Director, Digital Experience

Director, Digital Experience

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.
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.