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Senior Director, Customer Marketing and Brand Strategy Job

Location(s): MN - Minneapolis; CO - Denver


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.



We would prefer for this role to be based in Minneapolis, MN, but could consider candidates who wish to be located in Denver, CO as well. This position can participate in the hybrid telecommuting program. 


Position Summary
Leads a function and team focused on driving company-wide customer strategies including analytics, branding, product marketing and advertising. Partners effectively with cross-functional top executives, as well as external influencers, consultants and vendors, to move strategies forward. Work closely with the executive team and operating company presidents to build a brand that exemplifies the company’s mission and connects with the values of customers. Drives segment marketing strategies, tactics and oversees prioritization of marketing initiatives for product teams. Oversees customer qualitative and quantitative research and drives initiatives to improve customer satisfaction and marketing impact.

Essential Responsibilities

  • Advertising & Branding: Provide leadership and direction relative customer-related marketing, branding and advertising activities. Use demographic and other data to drive better interactions and insights. Create and maintain a successful brand and image that attracts customers to existing and new products and services. Develop brand messaging that resonates locally in territories Xcel Energy serves. Provide content and creative development for marketing channels including email, social media, TV/video and other key channels.
  • Strategy & Analytics: Aligning senior leaders and executing customer strategies and initiatives that drive transformation, improved customer relationships, innovation, and other desired results. Develop strong capabilities in both qualitative and quantitative customer research, ethnographic research, voice of the customer and other methods for gaining customer insights. Review current marketing trends and advertisements to determine the effectiveness of different styles and strategies.
  • Segment Marketing: Establish segment marketing strategies for existing and new products & services. Oversee the prioritization, calendarization and execution of marketing efforts in partnership with product management. Oversee optimization of marketing spend in core marketing segments including residential, small business and commercial & industrial customers.
  • Marketing: Work with both the sales and product teams to develop successful strategies and campaigns that attract new customers and manage retention of existing customers. Assist sales and product teams in optimizing marketing spend to maximize product margins.
  • Stakeholder Management: Partner with senior level executives within the business unit, cross-functionally, and externally. Management of outside vendors and consultants, secured by the company for work on key initiatives, customer research and advertising.
  • Manage compliance, communications and financial responsibilities of the business unit.

Minimum Requirements:

  • BS/BA in Marketing, Business, or a relevant field required.
  • Experience in retail mass market customer acquisition required.
  • Fifteen years or more of progressively responsible leadership experience and relevant work experience, with a track record of guiding significant transformation.
  • Experience driving product marketing strategy for $500M+ revenue.
  • Significant experience in brand marketing and advertising, digital channels, marketing optimization and driving cross functional customer satisfaction improvement initiatives.
  • Ability to communicate and influence leaders of all levels, throughout the organization.
  • Demonstrated ability to deliver excellent results individually, and while working through others, in a diverse, rapidly moving business environment.
  • Strong business acumen.



  • MBA from top marketing-oriented business school strongly preferred.
  • Experience with utility brand and marketing preferred but not required.
  • Experience with Salesforce Marketing Cloud or other marketing platforms strongly preferred.
  • Strongly prefer candidates who have experience managing a team of 10+ people. 
  • Experience with JD Power & Associates customer satisfaction benchmarking.





Xcel Energy is committed to the safety of its employees and customers, and promotes a Safety Always culture. Because of this, we strongly encourage all employees to be fully vaccinated against COVID-19; however, vaccination is not mandatory. After being hired, you will asked to report your vaccination status and dates of vaccination. This information will be maintained confidentially and disclosed only on a need-to-know basis. If you are not fully vaccinated or choose not to disclose your vaccination status you will be required to follow any health-and-safety rules applicable to unvaccinated employees.


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.


Posting Notes:  MN - Minneapolis || MN - Minneapolis; CO - Denver || United States (US) || Customer And Innovation || 51125:Advertising & Brand Strategy || Full-Time || Non-Bargaining ||

The anticipated starting base pay for this position is: $151,000 to $214,333 per year plus annual and long-term incentives.

This position may also be eligible for the following benefits and/or pay components: Pay - Annual Incentive Program, Pay - 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, Personal holidays, Volunteer Paid Time Off (VPTO) (full-time employees only), Parental Leave


Click here to see our benefits


Requisition Number: 42219

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


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Our Values: One Team Powered by Many


Nearest Major Market: Minneapolis

Job Segment: Gas, Utility, Sustainability, Product Marketing, Energy, Marketing