Senior Digital Marketing & Analytics Manager

About the Role

Digital Growth & Analytics is a highly strategic, forward-looking role embedded directly within a digital product team rather than a centralized analytics function. This position is critical as the company’s website evolves into a high-performing growth engine for both advisor recruitment and direct-to-consumer (D2C) engagement.

You will own analytics end-to-end—transforming real-time behavioral data into actionable insights that drive measurable growth. This is not a reporting role; it is a hands-on, decision-driving position where you partner daily with product, UX, SEO, and engineering teams to optimize performance, run experiments, and accelerate business outcomes.

• Serve as the primary analytics owner for the website, overseeing site performance, traffic quality, and user behavior.
• Monitor funnels and site health in real time, proactively identifying performance drops and optimization opportunities.
• Own and evolve GA4 implementation, ensuring clean, accurate tracking across a modernizing digital platform.
• Build and maintain self-service dashboards for cross-functional teams.

• Lead a structured CRO program, designing and executing A/B and multivariate tests.
• Use behavioral data (heatmaps, session recordings, feedback) to define testing roadmaps.
• Partner with UX, product, and engineering to implement tested improvements and measure lift.

• Develop measurement frameworks for SEO and emerging AEO performance.
• Track rankings, visibility, click-through rates, and AI-driven search signals.
• Analyze the impact of AI-generated search results and adapt strategies accordingly.
• Partner with content teams to identify high-value keyword and topic opportunities.

• Own measurement frameworks across both direct-to-consumer funnels and advisor recruitment journeys.
• Identify friction points, drop-offs, and high-intent user paths.
• Build audience segmentation, cohort analysis, and predictive growth models.
• Translate findings into actionable product and UX enhancements.

• Manage business listings across Google Business Profile, Bing Places, and Apple Maps.
• Ensure listing accuracy, consistency, and optimization for search visibility.
• Analyze engagement metrics (calls, directions, views) to drive local performance improvements.
• Establish governance for scaling listing updates across locations and teams.

• Measure performance of AI-assisted and AI-generated content.
• Develop frameworks for evaluating content quality in an AI-driven search landscape (E-E-A-T, authority, AEO readiness).
• Use AI tools to identify trends, anomalies, and predictive content opportunities.

• Build data-driven journey maps for advisor engagement across digital touchpoints.
• Identify key decision moments, friction points, and opportunities for personalization.
• Partner with recruiting and digital teams to improve advisor engagement and conversion.

• Bachelor’s degree in Marketing, Business, Communications, or related field.
• 7+ years total experience; 5+ years in digital or web analytics.
• Expert-level GA4 experience, including implementation and management.
• Proven success running CRO/experimentation programs.
• Strong understanding of SEO performance measurement and evolving AI-search dynamics.
• Experience designing and analyzing lead generation or D2C funnels.
• Advanced data visualization and storytelling skills.
• Ability to operate as an embedded partner within a digital/product team.

• Experience with behavioral analytics tools (Hotjar, Full Story, Microsoft Clarity).
• Hands-on experience with CRO tools (Optimizely, VWO, etc.).
• Proficiency with SEO tools (Google Search Console, Semrush, Ahrefs, Screaming Frog).
• Familiarity with AI content analytics and AEO tracking methodologies.
• SQL or Python skills for deeper data analysis.
• Experience with marketplace or advisor/agent-based platforms.
• Experience in financial services, fintech, or regulated…