Director, RIA Marketing

The Director, RIA Channel Marketing is a strategic, data-driven marketing leader responsible for building and scaling the marketing engine that drives growth across Cetera’s RIA and Branches Channel.

The Director will play a central role in delivering brand, digital, consumer demand generation, advisor-enablement, and content programs that accelerate AUM growth and improve client and advisor acquisition, retention, and productivity. This includes owning the RIA channel marketing roadmap and developing scalable frameworks that can be replicated across additional RIA partners. This role leads strategy, execution, and ongoing optimization of all marketing initiatives supporting all communities within the RIA and Branches Channel.

This is a highly collaborative leadership role requiring strong strategic judgment, performance orientation, advisor-channel fluency, and the ability to build, sequence, and scale marketing capability in a growth-stage environment.

• Lead end-to-end marketing strategy, planning, and execution for the RIA and Branches channel.
• Own channel branding from positioning and identity through digital experiences, client communications, collateral, advisor enablement, signage, and launches.
• Build a scalable, repeatable marketing framework across RIAs, including demand generation, local marketing, digital presence, content, and advisor engagement.

• Build and optimize the RIA lead generation engine across paid media, SEO/AEO, content, events, partnerships, and referral/advocacy programs.
• Partner with Salesforce, analytics, and technology teams to improve attribution, funnel visibility, and performance reporting (site → lead → appointment → AUM).
• Evaluate and scale channels using CAC, LTV, set rate, conversion, and AUM contribution; oversee testing and optimization across Google, Meta, Linked In, webinars, and local marketing.

• Develop and scale advisor-facing toolkits, campaigns, workflows, and playbooks to drive local growth.
• Lead advisor training, adoption programs, and 1:1 consultations across SEO, Google Business profiles, paid media, events, and digital presence.
• Enable advisor micro-events, reviews, referral programs, and conversion optimization.
• Oversee development of channel‑specific content with Comms teams, ensuring alignment with RIA growth strategy and corporate Cetera positioning.

• Establish a data‑driven performance model with dashboards, KPI frameworks, reporting standards, and QBRs.
• Use CAC, ROI, and attribution insights to guide budget allocation, channel prioritization, and strategic adjustments.

• Build and manage a high‑performing, scalable team across paid media, content, analytics, and advisor marketing.
• Partner with RIA and Branch leadership, advisors, technology, analytics, Salesforce, compliance, corporate marketing, vendors, and agencies to drive unified execution.

• Support onboarding and integration of new RIAs, including brand alignment, digital presence, local marketing, lead gen activation, and advisor engagement.
• Lead marketing due diligence and transition planning for future acquisitions.

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 10+ years of relevant experience, with at least 5+ in leadership roles.
• 10+ years of progressive marketing leadership experience, including demand generation, digital marketing, and advisor‑led or channel marketing.
• Deep understanding of RIA/wealth management marketing, including SEO, SEM, AEO, social, content, CRM/Salesforce, email, and digital presence optimization.
• Demonstrated ability to operate effectively within a matrixed, shared‑services organization, partnering across centralized functions (e.g., channel teams, analytics, creative, compliance) to drive coordinated marketing outcomes.
• Proven track record building scalable lead engines, retargeting, nurture, and conversion optimization.
• Strong command of marketing analytics, including CAC, LTV, attribution models, conversion…