Director, RIA Marketing

Cetera • Dallas, TX

11d • Hybrid

About The Position

The Director, RIA Channel Marketing is a strategic, data-driven marketing leader responsible for building and scaling the marketing engine that drives growth across Cetera’s RIA and Branches Channel. This role leads strategy, execution, and ongoing optimization of all marketing initiatives supporting Cetera Planning Partners (CPP), RIA Blueprint, and Cetera Investors, and any other community that would become a part of the RIA and Branches Channel.
The Director will play a central role in delivering brand, digital, demand generation, advisor-enablement, and content programs that accelerate AUM growth and improve advisor acquisition, retention, and productivity. This includes owning the RIA channel marketing roadmap, overseeing the TRPG/APP rebrand and marketing transformation, and developing scalable frameworks that can be replicated across additional RIA partners.
This is a highly collaborative leadership role requiring strong strategic judgment, performance orientation, advisor-channel fluency, and the ability to build, sequence, and scale marketing capability in a growth-stage environment.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 10+ years of progressive marketing leadership experience, including demand generation, digital marketing, and advisor-led or channel marketing. At least 5+ in leadership roles.
• Deep understanding of RIA/wealth management marketing, including SEO, SEM, AEO, social, content, CRM/Salesforce, email, and digital presence optimization.
• Demonstrated ability to operate effectively within a matrixed, shared-services organization, partnering across centralized functions (e.g., channel teams, analytics, creative, compliance) to drive coordinated marketing outcomes.
• Proven track record building scalable lead engines, retargeting, nurture, and conversion optimization.
• Strong command of marketing analytics, including CAC, LTV, attribution models, conversion funnels, and KPI management.
• Exceptional communication and presentation skills; ability to influence, advise, and engage advisors and executives.
• Strong project leadership, with the ability to manage complex, multichannel initiatives such as rebrands, and platform rollouts.
• High attention to detail, self-starter, collaborative, solutions-oriented, highly organized, and comfortable leading through transformation and ambiguity.
• Travel up to 15%.

Nice To Haves

• Experience executing brand, signage, and physical-location transformations (e.g., branch offices), including onsite marketing activation and local market presence building.
• Experience in a scaled RIA, wealth management, retirement services, or private client organization (e.g., Mariner, Creative Planning, Mercer, Edelman Financial Engines, Wealth Enhancement Group).
• Experience leading rebrands or major marketing transformations.
• Digital media and performance marketing fluency in channels such as Google Performance Max, LinkedIn, streaming, webinars, and local market activation.
• Experience with Salesforce Marketing Cloud, distributed marketing tools, or advisor marketing platforms.
• Familiarity with AEO (Answer Engine Optimization), SEO schema, AI-driven content strategy, or next-generation search.

Responsibilities

• Lead marketing strategy, planning, and execution for the RIA and Branches channel.
• Own the end-to-end CPP rebrand, from positioning and identity through digital, client communications, collateral, advisor enablement, signage, and launch execution.
• Build a scalable, tested marketing framework that can be applied across multiple RIAs, including demand generation, local marketing, digital presence, content, and advisor engagement.
• Build and optimize the RIA channel lead generation engine across paid media, SEO/AEO, content, events, partner programs, and referral/advocacy programs.
• Partner with Salesforce, analytics, technology teams, and other cross-functional teams to strengthen attribution, funnel visibility, and performance reporting (e.g., site → lead → booked appt → AUM).
• Evaluate channel performance using CAC, LTV, set rate, conversion rate, and AUM contribution; use insights to prioritize and scale high-ROI channels.
• Oversee testing and performance optimization across Google, Meta, LinkedIn, webinars, local marketing infrastructure, etc.
• Develop and scale advisor-focused marketing toolkits, campaigns, workflows, and playbooks to support local growth in each RIA office or market.
• Lead training, adoption programs, and 1:1 consultations with advisors to improve execution across SEO, Google Business profiles, paid media, events, and digital presence.
• Build mechanisms to support advisor micro-events, reviews, referral programs, and conversion enablement.
• Oversee development and distribution of channel-specific content in partnership with Comms Team(s): guides, calculators, webinars, videos, leadership commentary, advisor bios, and persona-based funnels.
• Ensure alignment between RIA-specific brand narratives, CPP’s growth vision, and corporate Cetera positioning.
• Build a data-driven decisioning approach for channel performance—in partnership with analytics—including dashboards, KPI frameworks, reporting standards, and quarterly business reviews.
• Use CAC, channel ROI, and attribution to guide budget allocation and channel prioritization.
• Translate data insights into action plans, recommendations, and strategic adjustments.
• Develop and manage a high-performing team (growing over time) with capabilities across paid media, content, analytics, and advisor marketing.
• Partner closely with RIA and Branches Channel and Community leadership, advisors, technology, analytics, Salesforce, compliance, and corporate marketing teams to ensure smooth execution and unified growth strategy.
• Manage vendor relationships, agency partners, and platform solutions aligned to channel growth objectives.
• Support integration and onboarding of new RIAs, including brand alignment, digital presence, local marketing, lead gen activation, and advisor engagement.
• Lead marketing due diligence inputs and transition planning for future acquisitions.

Benefits

• Inclusive health, dental, vision and life insurance plans built to support diverse lifestyles, offer preventative care, and protect against hardship.
• Easy access to mental health benefits to meet our team members and their families where they are.
• 20 plus days of paid time off (PTO), paid holidays, and 2 paid wellness days to give our employees the time they need to stay close with their loved ones, recharge, and give back to their communities.
• 401(k) Savings plan with a generous company contribution (up to 5%), and access to a financial professional to offer our employees the opportunity to plan-ahead for a strong financial future well beyond their working years.
• Paid parental leave to support all team members with birth, adoption, and foster.
• Health Savings and Flexible Spending Account options to help you save money on healthcare, daycare, commuting, and more.
• Employee Assistance Program (EAP), LifeLock, Pet Insurance and more.

What This Job Offers

• Job Type: Full-time
• Career Level: Director