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 youre 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

• Bachelors 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

• Bachelors 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 youre ready to be a part of something big we invite you to join our team.

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