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.

• Web Analytics & Real‑Time Performance
• Own end‑to‑end analytics for , monitoring site performance, traffic quality, and user behavior. Maintain GA4 tracking accuracy and build self‑service dashboards for the digital team.
• Conversion Rate Optimization (CRO)
• Lead A/B and multivariate testing across key journeys. Develop an experimentation roadmap using behavioral data and partner with UX/content to implement improvements with measurable lift.
• SEO & AEO Analytics
• Track SEO and AEO performance, including rankings, visibility, and AI‑driven search signals. Build reporting frameworks and partner with content teams to identify high‑impact opportunities.
• Online Listings Management
• Oversee Google, Bing, and Apple listings, ensuring accuracy, consistency, and optimization. Monitor performance and manage updates at scale with cross‑functional partners.
• D2C Funnel & Journey Analytics
• Own measurement of advisor and consumer funnels, identifying drop‑offs and optimization opportunities. Deliver segmentation, cohort insights, and forecasting to support growth strategies.
• AI‑Driven Content Analytics
• Measure performance of AI‑assisted content, define quality benchmarks, and use AI tools for faster insights, anomaly detection, and predictive planning.
• Map advisor journeys across digital touchpoints, identify friction, and recommend personalization strategies. Feed insights back into recruiting and digital experience improvements.

• 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.

• Experience with behavioral analytics tools (Hotjar, Full Story, 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…