Director, RIA Marketing

Role Overview

• Lead marketing strategy, planning, and execution for the RIA and Branches channel.
• Own the end-to-end CPP rebrand, from positioning and identity through digital, client communications, collateral, advisor enablement, signage, and launch execution.
• Build a scalable, tested marketing framework that can be applied across multiple RIAs, including demand generation, local marketing, digital presence, content, and advisor engagement.
• Build and optimize the RIA channel lead generation engine across paid media, SEO/AEO, content, events, partner programs, and referral/advocacy programs.
• Partner with Salesforce, analytics, technology teams, and other cross-functional teams to strengthen attribution, funnel visibility, and performance reporting (e.g., site → lead → booked appt → AUM).
• Evaluate channel performance using CAC, LTV, set rate, conversion rate, and AUM contribution; use insights to prioritize and scale high-ROI channels.
• Oversee testing and performance optimization across Google, Meta, LinkedIn, webinars, local marketing infrastructure, etc.
• Develop and scale advisor-focused marketing toolkits, campaigns, workflows, and playbooks to support local growth in each RIA office or market.
• Lead training, adoption programs, and 1:1 consultations with advisors to improve execution across SEO, Google Business profiles, paid media, events, and digital presence.
• Build mechanisms to support advisor micro-events, reviews, referral programs, and conversion enablement.
• Oversee development and distribution of channel-specific content in partnership with Comms Team(s): guides, calculators, webinars, videos, leadership commentary, advisor bios, and persona-based funnels.
• Ensure alignment between RIA-specific brand narratives, CPP’s growth vision, and corporate Cetera positioning.
• Build a data-driven decisioning approach for channel performance—in partnership with analytics—including dashboards, KPI frameworks, reporting standards, and quarterly business reviews.
• Use CAC, channel ROI, and attribution to guide budget allocation and channel prioritization.
• Translate data insights into action plans, recommendations, and strategic adjustments.
• Develop and manage a high-performing team (growing over time) with capabilities across paid media, content, analytics, and advisor marketing.
• Partner closely with RIA and Branches Channel and Community leadership, advisors, technology, analytics, Salesforce, compliance, and corporate marketing teams to ensure smooth execution and unified growth strategy.
• Manage vendor relationships, agency partners, and platform solutions aligned to channel growth objectives.
• Support integration and onboarding of new RIAs, including brand alignment, digital presence, local marketing, lead gen activation, and advisor engagement.
• Lead marketing due diligence inputs and transition planning for future acquisitions.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 10+ years of progressive marketing leadership experience, including demand generation, digital marketing, and advisor-led or channel marketing. At least 5+ in leadership roles.
• 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 funnels, and KPI management.
• Exceptional communication and presentation skills; ability to influence, advise, and engage advisors and executives.
• Strong project leadership, with the ability to manage complex, multichannel initiatives such as rebrands, and platform rollouts.
• High attention to detail, self-starter, collaborative, solutions-oriented, highly organized, and comfortable leading through transformation and ambiguity.
• Travel up to 15%.

Tech Stack

• C++

Benefits

• Inclusive health, dental, vision and life insurance plans built to support diverse lifestyles, offer preventative care, and protect against hardship.
• Easy access to mental health benefits to meet our team members and their families where they are.
• 20 plus days of paid time off (PTO), paid holidays, and 2 paid wellness days to give our employees the time they need to stay close with their loved ones, recharge, and give back to their communities.
• 401(k) Savings plan with a generous company contribution (up to 5%), and access to a financial professional to offer our employees the opportunity to plan-ahead for a strong financial future well beyond their working years.
• Paid parental leave to support all team members with birth, adoption, and foster.
• Health Savings and Flexible Spending Account options to help you save money on healthcare, daycare, commuting, and more.
• Employee Assistance Program (EAP), LifeLock, Pet Insurance and more.