Senior Marketing Specialist (Salesforce Marketing Cloud

The Marketing Specialist supports execution of marketing initiatives across Cetera’s RIA and Branches Channel, including Cetera Planning Partners (CPP), RIA Blueprint, Cetera Investors, and future affiliated communities.

This role is responsible for leading client-facing communications and supporting the development of Cetera’s direct-to-consumer (DTC) marketing capabilities across Cetera Planning Partners. The Specialist will own the planning, development, and execution of client communications programs—including email, content, and campaign messaging—ensuring a consistent, high-quality client experience that drives engagement, retention, and conversion. Expertise in Salesforce Marketing Cloud is a requirement of this position.

In addition, this role will play a key part in building and scaling DTC marketing efforts, helping to connect end clients to advisors through targeted campaigns, digital journeys, and lifecycle marketing strategies.

Marketing Execution & Campaign Support

• Support CPP marketing plans, rebrands, advisor communications, and brand compliance.
• Develop advisor toolkits and marketing resources to drive adoption.

Demand Generation & DTC Marketing

• Support digital campaigns, nurture flows, retargeting, and lead routing.
• Help build and optimize client acquisition funnels, email journeys, and conversion pathways.
• Partner with analytics and Salesforce teams to track campaign performance and engagement.

Advisor Enablement & Local Marketing

• Coordinate advisor marketing initiatives, client events, and local growth programs.
• Create training materials and support onboarding for marketing tools and campaigns.
• Bridge national campaigns to local advisor execution.

Client Communications

• Lead client-facing communications including email campaigns, newsletters, announcements, and lifecycle marketing through Marketing Cloud.
• Develop onboarding, nurture, retention, and re-engagement journeys.
• Partner with Communications, Creative, and Compliance teams to ensure messaging quality and consistency.

Analytics & Reporting

• Maintain dashboards and track KPIs, leads, engagement, and campaign performance.
• Analyze results and recommend optimizations to improve outcomes.

Cross-Functional Collaboration

• Partner with leadership, technology, compliance, analytics, Salesforce, and marketing teams to execute campaigns.
• Coordinate with external vendors and platform partners to meet project goals and timelines.

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 5+ years of relevant marketing experience.
• Travel up to 10%.
• 5+ years experience with Salesforce CRM and Marketing Cloud, executing end-to-end consumer-facing campaigns (strategy, implementation, performance review, etc.)
• 5-8 years of marketing experience, preferably in wealth management, financial services, or RIA-channel environments.
• Experience developing and executing client-facing / retail marketing communications, including email, content, and lifecycle campaigns.
• Understanding of direct-to-consumer (DTC) marketing principles, including customer journeys, segmentation, and conversion optimization.
• Working knowledge of digital marketing channels including SEO, paid media, email marketing, webinars, and social media.
• Strong project management skills with the ability to manage multiple concurrent initiatives.
• Detail-oriented with strong organizational and follow-through capabilities.
• Ability to communicate effectively with advisors and cross-functional stakeholders.
• Comfort working in a matrixed organization with shared services and compliance oversight.

• Experience supporting client-facing / retail marketing or distributed sales organizations.
• Exposure to RIA or wealth management environments.
• Familiarity with distributed marketing tools or platforms.
• Experience supporting local market activation programs or micro-event campaigns.

The base salary range for this role in Dallas, TX & San Diego, CA is $83,000-$125,000, plus a competitive performance-based bonus. Base salary depends on a wide array of factors, including but not limited to skill set, years and depth of experience, certifications,…