Senior Digital Marketing & Analytics Manager

Digital Growth & Analytics

Digital Growth & Analytics is the most forward-looking analytics role at Cetera—embedded directly in the cetera.com digital team rather than routed through a centralized operations function. This placement is intentional: as cetera.com evolves into a true growth engine for advisor recruitment and direct-to-consumer engagement, this role provides the real-time analytical ownership that cannot wait in a queue.

You will be the dedicated analytics owner for the full cetera.com experience, with hands-on responsibility for the Find-an-Advisor journey, D2C funnel performance, CPP architecture analytics, and the SEO/AEO build-out that positions Cetera for visibility in an AI-shaped search landscape. You will translate site behavior into immediate action—not monthly reports—and partner daily with the digital team to optimize, experiment, and grow.

This role requires someone who operates at the intersection of data and digital strategy: analytically rigorous enough to build defensible measurement frameworks, and commercially sharp enough to prioritize the insights that actually move the needle.

What You'll Do:

• Web Analytics & Real-Time Performance Ownership

  • Own the end-to-end web analytics function for cetera.com, serving as the day-to-day authority on site performance, traffic quality, and user behavior.

  • Monitor site health and funnel performance in real time—surfacing drops, anomalies, and emerging opportunities before they become problems or missed moments.

  • Maintain and evolve the GA4 implementation across cetera.com, ensuring tracking accuracy, complete event coverage, and clean data as the site modernization progresses.

  • Build and own a self-service analytics layer that empowers the digital team to access core performance data without dependency on a centralized ops queue.

• Conversion Rate Optimization (CRO)

  • Lead the CRO program for cetera.com—designing and executing A/B and multivariate tests across landing pages, CTAs, forms, and advisor journey touchpoints.
  • Build a structured experimentation roadmap informed by behavioral data, session recordings, heatmaps, and qualitative user feedback.
  • Own the CPP (Client Profile Page or equivalent) architecture analytics—measuring engagement, conversion contribution, and iteration performance as the product evolves.
  • Partner with UX, content, and engineering teams to translate test findings into implemented improvements with measured lift.

• SEO & AEO Performance Tracking

  • Own the analytics and performance measurement layer for Cetera's SEO and Answer Engine Optimization (AEO) strategy, tracking rankings, organic visibility, CTR, and content-driven conversion.
  • Build reporting frameworks that capture both traditional SEO metrics (impressions, position, organic sessions) and AEO-specific signals (featured snippet capture, AI-cited content performance, zero-click presence).
  • Partner with content and SEO strategists to identify high-opportunity keyword and topic clusters based on traffic, intent, and conversion data.
  • Monitor the evolving impact of AI-generated search results on organic traffic patterns and proactively model scenario shifts for leadership.

• Online Listings Management

  • Own the end-to-end management of Cetera's online listings across Google Business Profile, Bing Places, and Apple Maps—serving as the primary point of accountability for listing accuracy, completeness, and ongoing optimization across all entities.
  • Ensure all entity listings are verified, consistently structured, and optimized for local and branded search visibility—including business name, address, phone, hours, categories, descriptions, and media assets.
  • Monitor listing performance metrics—including impressions, direction requests, click-to-call events, and profile views—and use data to drive iterative improvements that strengthen local and organic presence.
  • Coordinate with field, compliance, and brand teams to manage listing updates at scale—establishing governance processes that keep entity information accurate as the advisor network and office locations evolve.

• D2C Funnel & Journey Analytics

  • Own the end-to-end measurement frameworks for both the Find-an-Advisor journey and the D2C consumer funnel — serving as the analytics authority across consumer acquisition, engagement, conversion, and retention on cetera.com.

  • Identify friction points, drop-off patterns, and optimization opportunities across both the advisor search and match flow and the D2C touchpoint journey, using behavioral data, funnel analysis, and session-level insights.

  • Develop audience segmentation and cohort analyses that surface highest-value consumer paths and advisor engagement patterns, informing both D2C channel investment decisions and advisor journey personalization.

  • Support growth strategy across both audiences with scenario modeling and forecast analysis, and collaborate with product and UX teams to translate findings into implemented improvements that increase qualified introductions and consumer conversions.

• AI-Driven Content Performance Analysis

  • Measure and report on the performance of AI-assisted and AI-generated content across cetera.com, establishing benchmarks for engagement, organic visibility, and conversion contribution.
  • Develop frameworks for evaluating content quality signals in an AI-influenced search environment—including E-E-A-T alignment, topical authority, and AEO readiness.
  • Leverage AI-assisted analytics tools to accelerate content performance insight generation, anomaly detection, and predictive content planning.
  • Serve as the team's analytical guide for navigating the rapidly changing relationship between AI-generated content, search visibility, and user engagement.

• Advisor Journey Mapping & Experience Optimization

  • Develop and maintain data-driven advisor journey maps that visualize how advisors discover, evaluate, and engage with Cetera across digital touchpoints.
  • Identify moments of high intent, decision friction, and dropout across the advisor-facing digital experience, and partner with digital and product teams to act on findings.
  • Translate journey analytics into personalization and content targeting recommendations that improve advisor engagement and progression.
  • Build feedback loops between digital analytics and the Recruiting team to ensure advisor journey insights inform both digital and human touchpoint design.

What You Need to Have:

• Bachelor's degree in Marketing, Communications, Business, or related field.
• 7+ years of relevant experience.
• 5+ years of experience in digital analytics, growth analytics, or a related web-focused role.
• Expert-level GA4 proficiency, including implementation ownership and ongoing management in a complex digital environment.
• Demonstrated experience running a structured CRO or experimentation program, including test design, execution, and post-test analysis.
• Solid grounding in SEO performance measurement; working familiarity with AEO concepts and AI-influenced search dynamics.
• Experience building D2 or lead generation funnel analytics from the ground up.
• Strong data visualization and reporting skills—able to build dashboards and communicate performance to both technical and non-technical audiences.
• Comfortable operating as an embedded team member within a product or digital squad, not just as a centralized analytics resource.

What's Nice to Have:

• Experience with behavioral analytics tools (Hotjar, FullStory, Microsoft Clarity, or equivalent).
• Hands-on experience with CRO platforms (Optimizely, VWO, Google Optimize successor, or equivalent).
• Working knowledge of SEO tools: Google Search Console, Semrush, Ahrefs, Screaming Frog, or equivalent.
• Familiarity with AI content performance measurement and AEO tracking methodologies.
• Experience with advisor, agent, or professional services marketplace journey analytics.
• Proficiency in SQL or Python for deeper data extraction and analysis.
• Background in financial services, fintech, or a regulated digital environment.
• Experience supporting a website modernization or platform migration from an analytics continuity perspective.

Travel Requirements: Up to 15%.

Compensation:

The base salary range for this role in Dallas, TX is $119,000-$135,000, plus