Director, Field Marketing; Demand Generation – NorAm Banking

About the role

This position is a great opportunity for a strategic, creative, and AI-savvy marketer with a proven track record of designing and executing multi-channel enterprise B2B marketing programs that start conversations and drive and accelerate pipeline. Acting as the “virtual CMO” for FICO’s North American banking segment, this director will set and own the North American field marketing and demand generation strategy for the banking industry, working across virtual teams, sales, and account leadership to fuel growth.

Responsibilities

• Serve as the strategic demand generation and field marketing lead (“virtual CMO”) for the NorAm banking segment. You’ll set priorities and orchestrate execution, collaborating with FICO’s digital, product marketing, events, and SDR teams without direct management authority — requiring strong influence and coalition-building skills.
• Design and execute well-orchestrated multi-channel marketing campaigns (roughly 75% demand generation, 25% field marketing and event execution) incorporating email, webinars, advertising, tradeshows, customer-specific events, and other tactics to drive customer engagement and incremental bookings and revenue.
• Own marketing-sourced pipeline and booking targets for the region, and manage the allocated marketing budget against those targets.
• Bring a point of view on how AI can be used to generate qualified pipeline beyond content creation — including approaches such as predictive or intent-based lead scoring, AI-driven account prioritization and next-best-action recommendations, and AI-assisted SDR workflows or automation. Hands-on implementation experience is not required, but candidates who can speak credibly to what they’ve tried, what worked, and what didn’t will be strongly preferred, as this person will help shape our broader AI strategy for pipeline generation.
• Build and maintain a strong partnership with NorAm Sales leadership, and nurture ongoing relationships with account managers, the SDR team, and other internal stakeholders.
• Develop messaging strategies and content for emails, webinars, and events, collaborating closely with product marketing and other stakeholders.
• Partner with the events team to plan and execute outstanding tradeshows and customer-specific events (approximately 10–25% travel expected).
• Identify growth opportunities for FICO within the context of the fiscal sales plan and multi-year regional strategy.

Requirements

• Deep knowledge of complex selling environments in the B2B technology world and what it takes to build brand and product awareness and pipeline.
• 10+ years of progressive B2B technology marketing experience, with a demonstrated ability to operate at a strategic level and lead through influence rather than direct authority.
• Retail and consumer banking software experience strongly preferred; familiarity with the competitive and regulatory landscape in this space is a significant advantage.
• Maturity and skill in collaborating with senior executives, customers, and sales teams to align on goals and work through business challenges.
• Creative skills in both communications and problem solving.
• Expertise in using metrics and marketing performance measurement to optimize results and ROI in a corporate marketing environment.
• Strong experience using GenAI to develop demand generation and event content and personalize content to specific personas and accounts, and — ideally — broader experience exploring AI-driven approaches to pipeline generation beyond content creation (see above).
• Outstanding writing and presentation skills.
• A passion for technology, learning, and creativity.
• Knowledge and experience building demand marketing plans.

Qualifications

• Bachelor’s degree, preferably in marketing or a related field.

Benefits

The targeted base pay range for this role is: $115,500 to $181,500 with this range reflecting differences in candidate knowledge, skills and experience.