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.