Senior Marketing Specialist

The Senior Marketing Specialist leads marketing execution in support of the Credit Union (CU) Growth Strategy for Cetera Financial Institutions (CFI). This dedicated, credit-union-focused role builds and scales the programs, content, and tools that drive credit union acquisition, conversion, and expansion, partnering closely with the Marketing Director, New Business Development, and CFI leadership to grow Cetera's position as the Credit Union Strategic Growth Partner.

The position builds and enhances programs, tools, and resources that generate qualified CU leads, improve the CU and advisor experience, and increase retention and expansion across affiliated CU programs, while maintaining brand and compliance standards. Success is measured through campaign and program performance, partner participation, lead generation, conversion activity, and adoption of marketing programs

Key Duties & Responsibilities

• Support the Marketing Director in executing the CU Growth Strategy, including the Acquire, Convert, and Expand marketing plays, measuring program performance and iterating to meet 2027 growth goals across prospective and affiliated credit unions.
• Manage GrowthLine and MarketingCentral program projects for affiliated CU programs end-to-end, working alongside key agency partners and CU investment services/marketing teams to close member-penetration gaps.
• Execute CU-specific demand generation programs, including LinkedIn account-based marketing (ABM) targeting CU executives, email/drip nurture campaigns, and CU-focused content and landing pages on cetera.com. Own the CU-focused content plan for Cetera.com.
• Build and maintain CU-specific marketing assets, including the CU value proposition, HOV materials, transition success stories and case studies, testimonials, and presentations that support both prospective CU acquisition and CU program manager buy-in.
• Support CU industry presence and thought leadership, including conference marketing (PROCU, GAC, MAXX, BISA), sponsored content and research partnerships (e.g., Credit Union Times, Kehrer Group), and executive visibility for CFI leadership.
• Plan, develop, and execute member-, client-, and advisor-facing email, content, newsletter, announcement, and lifecycle communications through Salesforce Marketing Cloud.
• Lead consultation reviews of digital-presence audits for affiliated credit unions, providing guidance on recommended action items across SEO/AEO, website, social media, and overall marketing strategy.
• Build creative briefs and articulate deliverables so work delivers against defined marketing strategy and plans; provide timely, thoughtful, and actionable feedback.
• Develop advisor- and credit-union-facing collateral, toolkits, playbooks, training materials, and onboarding support, collaborating with the compliance team to ensure all content is approved for use.
• Partner with CFI leadership, New Business Development, growth teams, participating credit unions, digital, analytics, Salesforce, communications, creative, and compliance teams to plan and execute marketing initiatives; communicate objectives and timelines with clear instructions for promotion or use.
• Monitor campaign and program performance, engagement, lead generation, and conversion activity; maintain dashboards and provide performance summaries and recommendations for optimization.
• Manage and/or liaise with key agencies and vendor partners, as needed or requested, to evolve programs and meet project goals and timelines.
• Apply digital marketing best practices in day-to-day program management and bring new solutions and ideas to the team, including using AI-powered tools to speed up content development, research, and reporting.
• Prepare and deliver presentations, trainings, and platform demos to CU program managers, advisors, and internal stakeholders.
• Independently prioritize and manage multiple tasks in accordance with business needs to ensure timely execution; lead ad hoc projects and initiatives as requested.

Experience & Qualifications

Required Education:

• Bachelor's degree in Marketing, Communications, Business, or a related field.

Required Experience:

• 5+ years of relevant marketing experience, including experience with executing end-to-end consumer-facing campaigns.
• Experience in financial services, credit unions, banking, wealth management, broker-dealer, or financial institution environments is required

Preferred Experience:

• Supporting B2B2C marketing programs, financial institution partnerships, or member/customer-focused marketing strategies.

OR equivalent combination of experience and education in lieu of above.

• Working knowledge of digital marketing channels, including SEO/AEO, paid media, email marketing, webinars, and social media.
• Ability to manage multiple concurrent marketing initiatives and coordinate work across advisors and cross-functional stakeholders.
• Ability to work within a matrixed organization with shared services and compliance oversight.

Other Requirements

• This role is hybrid and requires regular, in‑person attendance during scheduled workdays in accordance with the Company's Hybrid Workplace Policy
• Travel up to 10%.

Compensation:

The base salary range for this role in Dallas, TX is $85,000- $115,000, 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, and location. Salary range may also differ significantly due to geography and cost of labor considerations.

#LI-Hybrid

About Us

What we give you in return:

Not many teams can say that they support people's dreams coming to life. We happen to do that every day. And as important as we know your career is, we recognize that there's a whole lot more to life. To ensure that our employees can make the most of their time outside of working hours, we offer a competitive salary and for full-time roles, a benefits package including:

• 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+ 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 fostering.
• 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.
• Paid caregiver leave to provide time away from work when caring for an ill or recovering family member.
• Additional benefits such as an Employee Assistance Program (EAP), identity theft protection (LifeLock), pet insurance, and other voluntary benefits to provide extra peace of mind

About Cetera

Cetera Financial Group (Cetera) is a leading network of independent retail broker-dealers and registered investment advisers empowering the delivery of objective financial advice to individuals, families, and company retirement plans across the country through trusted financial advisors and financial institutions. Cetera is one of the largest independent financial advisor networks in the nation and a leading provider of retail services to the investment programs of banks and credit unions.

Advisor support resources offered through Cetera include award-winning wealth management and advisory platforms, comprehensive broker-dealer and registered investment adviser services, practice management support, and innovative technology.

Cetera Financial Group (Cetera) is a network of independent retail firms, including those that are members of FINRA/SIPC: Cetera Advisors LLC; Cetera Wealth Services, LLC (formerly known as Cetera Advisor Networks); Cetera Investment Services LLC (marketed as Cetera Financial Institutions or Cetera Investors); and Cetera Financial Specialists LLC. Entities registered as investment advisers with the Securities and Exchange Commission include Cetera Investment Management LLC and Cetera Investment Advisers LLC. Cetera''s principal office is located at 655 W. Broadway, 11th Floor, San Diego, CA 92101. Avantax Planning Partners, Inc. is an SEC registered investment adviser within the Aretec Group, Inc. (dba Cetera Holdings, an affiliate of Cetera). All the referenced entities are under common ownership.

Cetera Financial Group is committed to providing an equal employment opportunity for all applicants and employees. For us, this is the only acceptable way to do business. Accordingly, all employment decisions at Cetera Financial Group, including those relating to hiring, promotion, transfers, benefits, compensation, and placement, will be made without regard to race, color, ancestry, national origin, citizenship, age, physical and/or mental disability, medical condition, pregnancy, genetic characteristics, religion, religious dress and/or grooming, gender, gender identity, gender expression, sexual orientation, marital status, U.S. military status, political affiliation, or any other class protected by state and/or federal law.

Agencies please note: this recruitment assignment is being managed directly by Cetera's Talent Acquisition team. We will reach out to our preferred agency partners in the rare instance we require additional talent options. Your respect for this process is appreciated.

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