Senior Digital Marketing & Analytics Manager

Digital Growth & Analytics is the most forward-looking analytics role at Cetera-embedded directly in the  digital team rather than routed through a centralized operations function. This placement is intentional: as  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  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 , 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 , 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  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

* 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…