Director, Digital Experience

Xcel Energy•Minneapolis, MN

2d•$148,400 - $210,733•Onsite

About The Position

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.

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.

Nice To Haves

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.

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.