Senior Marketing Specialist

Cetera Financial Group•Dallas, TX

13d•Hybrid

About The Position

The Senior Marketing Specialist leads marketing execution in support of the Credit Union (CU) Growth Strategy for Cetera Financial Institutions (CFI). This dedicated, credit-union-focused role builds and scales programs, content, and tools that drive credit union acquisition, conversion, and expansion. The role partners closely with the Marketing Director, New Business Development, and CFI leadership to grow Cetera’s position as the Credit Union Strategic Growth Partner. The position develops and enhances programs, tools, and resources that generate qualified CU leads, improve the CU and advisor experience, and increase retention and expansion across affiliated CU programs while maintaining brand and compliance standards. Success is measured through campaign and program performance, partner participation, lead generation, conversion activity, and adoption of marketing programs. The role is hybrid and requires regular in-person attendance on scheduled workdays under the Company’s Hybrid Workplace Policy. Travel may be up to 10%.

Requirements

Bachelor’s degree in Marketing, Communications, Business, or a related field.
At least 5 years of relevant marketing experience, including executing end-to-end consumer-facing campaigns.
Experience in financial services, credit unions, banking, wealth management, broker-dealer, or financial institution environments.
Working knowledge of digital marketing channels, including SEO/AEO, paid media, email marketing, webinars, and social media.
Ability to manage multiple concurrent marketing initiatives and coordinate work across advisors and cross-functional stakeholders.
Ability to work within a matrixed organization with shared services and compliance oversight.

Nice To Haves

Experience supporting B2B2C marketing programs, financial institution partnerships, or member/customer-focused marketing strategies.
Equivalent combination of experience and education in lieu of the stated education and experience requirements.

Responsibilities

Support the Marketing Director in executing the CU Growth Strategy, including Acquire, Convert, and Expand marketing plays; measure program performance and iterate to meet 2027 growth goals across prospective and affiliated credit unions.
Manage GrowthLine and MarketingCentral program projects for affiliated CU programs end-to-end, working with agency partners and CU investment services and marketing teams to address member-penetration gaps.
Execute CU-specific demand-generation programs, including LinkedIn account-based marketing targeting CU executives, email and drip nurture campaigns, and CU-focused content and landing pages on cetera.com.
Own the CU-focused content plan for Cetera.com.
Build and maintain CU-specific marketing assets, including the CU value proposition, HOV materials, transition success stories and case studies, testimonials, and presentations supporting prospective CU acquisition and CU program manager buy-in.
Support CU industry presence and thought leadership through conference marketing, sponsored content and research partnerships, and executive visibility for CFI leadership.
Plan, develop, and execute member-, client-, and advisor-facing email, content, newsletter, announcement, and lifecycle communications through Salesforce Marketing Cloud.
Lead consultation reviews of digital-presence audits for affiliated credit unions and provide guidance on recommended action items across SEO/AEO, websites, social media, and overall marketing strategy.
Create creative briefs and articulate deliverables so work aligns with defined marketing strategies and plans; provide timely, thoughtful, and actionable feedback.
Develop advisor- and credit-union-facing collateral, toolkits, playbooks, training materials, and onboarding support, collaborating with compliance to ensure content is approved for use.
Partner with CFI leadership, New Business Development, growth teams, participating credit unions, and digital, analytics, Salesforce, communications, creative, and compliance teams to plan and execute marketing initiatives; communicate objectives, timelines, and clear instructions for promotion or use.
Monitor campaign and program performance, engagement, lead generation, and conversion activity; maintain dashboards and provide performance summaries and optimization recommendations.
Manage or liaise with agencies and vendor partners as needed to evolve programs and meet project goals and timelines.
Apply digital marketing best practices in day-to-day program management and bring new solutions and ideas to the team, including using AI-powered tools to speed up content development, research, and reporting.
Prepare and deliver presentations, trainings, and platform demonstrations to CU program managers, advisors, and internal stakeholders.
Independently prioritize and manage multiple tasks in accordance with business needs, ensure timely execution, and lead ad hoc projects and initiatives as requested.