Senior Marketing Specialist

The Marketing Specialist supports execution of marketing initiatives across Cetera’s RIA and Branches Channel, including Cetera Planning Partners (CPP), RIA Blueprint, Cetera Investors, and future affiliated communities.

This role is responsible for leading client-facing communications and supporting the development of Cetera’s direct-to-consumer (DTC) marketing capabilities across Cetera Planning Partners. The Specialist will own the planning, development, and execution of client communications programs—including email, content, and campaign messaging—ensuring a consistent, high-quality client experience that drives engagement, retention, and conversion. Expertise in Salesforce Marketing Cloud is a requirement of this position. 

In addition, this role will play a key part in building and scaling DTC marketing efforts, helping to connect end clients to advisors through targeted campaigns, digital journeys, and lifecycle marketing strategies.

What You Will Do: 

• Cetera Planning Partners Marketing Execution
  • Support implementation of marketing plans across CPP.
  • Assist in executing rebrand initiatives, including digital updates, collateral transitions, advisor communications, and launch coordination.
  • Ensure brand standards, compliance requirements, and messaging consistency across all marketing materials and local marketing efforts.
  • Support development of scalable marketing toolkits and playbooks for advisor adoption.
• Demand Generation Support
  • Support development of nurture flows, retargeting strategies, and conversion enablement programs.
  • Partner with digital, analytics, and Salesforce teams to support campaign setup, tracking, and reporting.
  • Monitor campaign performance and provide performance summaries and optimization recommendations.
  • Support retargeting, nurture workflows, and lead routing processes.
  • Support execution of DTC campaigns aimed at driving client acquisition and engagement across digital channels.
  • Lead in building and optimizing client acquisition funnels, including landing pages, email nurture flows, and conversion pathways.
  • Partner with analytics teams to track client engagement, conversion behavior, and campaign 
• Advisor Enablement & Local Market Marketing
  • Support in coordinating client-facing micro-events and local growth initiatives.
  • Develop training materials and support onboarding sessions to drive adoption of marketing tools and best practices.
  • Support advisors in activating client-facing campaigns and communications that drive local engagement and relationship growth.
  • Help bridge national client campaigns to local advisor execution, ensuring consistency and effectiveness at the market level.
• Client Communications & DTC Marketing
  • Own end-to-end client communications strategy and execution across CPP, including email campaigns, client newsletters, announcements, and lifecycle communications, all executed via Marketing Cloud.
  • Serve as the primary lead for all client-facing messaging, ensuring clarity, consistency, and alignment with brand and business priorities.
  • Partner cross-functionally with Communications, Creative, and Compliance teams, while maintaining ownership of client communications output and quality.
  • Develop and optimize client communication journeys, including onboarding, nurture, retention, and re-engagement campaigns.
  • Lead development of direct-to-consumer (DTC) marketing initiatives, including campaigns designed to drive client acquisition, engagement, and advisor connection.
  • Collaborate on content strategy that aligns to client needs, life stages, and key financial moments, translating into effective campaign messaging and experiences.
• Analytics & Reporting Support
  • Assist in maintaining dashboards and KPI tracking for RIA channel marketing initiatives.
  • Provide regular reporting on campaign performance including leads, set rates, engagement metrics, and digital performance indicators.
  • Identify trends and recommend tactical optimizations based on performance data
• Cross-Functional Partnership
  • Collaborate with RIA channel leadership, technology, compliance, analytics, Salesforce, and corporate marketing teams to support seamless campaign execution.
  • Coordinate with external vendors and platform partners as needed to ensure project timelines and deliverables are met.

What You Need to Have: 

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 5+ years of relevant marketing experience.
• Travel up to 10%.
• 5+ years experience with Salesforce CRM and Marketing Cloud, executing end-to-end consumer-facing campaigns (strategy, implementation, performance review, etc.) 
• 5-8 years of marketing experience, preferably in wealth management, financial services, or RIA-channel environments.
• Experience developing and executing client-facing / retail marketing communications, including email, content, and lifecycle campaigns.
• Understanding of direct-to-consumer (DTC) marketing principles, including customer journeys, segmentation, and conversion optimization.
• Working knowledge of digital marketing channels including SEO, paid media, email marketing, webinars, and social media.
• Strong project management skills with the ability to manage multiple concurrent initiatives.
• Detail-oriented with strong organizational and follow-through capabilities.
• Ability to communicate effectively with advisors and cross-functional stakeholders.
• Comfort working in a matrixed organization with shared services and compliance oversight.

What's Nice to Have: 

• Experience supporting client-facing / retail marketing or distributed sales organizations.
• Exposure to RIA or wealth management environments.
• Familiarity with distributed marketing tools or platforms.
• Experience supporting local market activation programs or micro-event campaigns.

Compensation: 

The base salary range for this role in Dallas, TX  is $83,000-$118,000, plus a competitive performance-based bonus. Base salary depends on a wide array of factors, including but not limited to skill set, years and depth of experience, certifications, and location. Salary range may also differ significantly due to geography and cost of labor considerations.

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