Responsibilities

• Web Analytics & Real-Time Performance Ownership
• Own the end-to-end web analytics function for cetera.com, serving as the day-to-day authority on site performance, traffic quality, and user behavior.
• Monitor site health and funnel performance in real time—surfacing drops, anomalies, and emerging opportunities before they become problems or missed moments.
• Maintain and evolve the GA4 implementation across cetera.com, ensuring tracking accuracy, complete event coverage, and clean data as the site modernization progresses.
• Build and own a self-service analytics layer that empowers the digital team to access core performance data without dependency on a centralized ops queue.
• CRO
• Lead the CRO program for cetera.com—designing and executing A/B and multivariate tests across landing pages, CTAs, forms, and advisor journey touchpoints.
• Build a structured experimentation roadmap informed by behavioral data, session recordings, heatmaps, and qualitative user feedback.
• Own the CPP (Client Profile Page or equivalent) architecture analytics—measuring engagement, conversion contribution, and iteration performance as the product evolves.
• Partner with UX, content, and engineering teams to translate test findings into implemented improvements with measured lift.
• SEO & AEO Performance Tracking
• Own the analytics and performance measurement layer for Cetera’s SEO and Answer Engine Optimization (AEO) strategy, tracking rankings, organic visibility, CTR, and content-driven conversion.
• Build reporting frameworks that capture both traditional SEO metrics (impressions, position, organic sessions) and AEO-specific signals (featured snippet capture, AI-cited content performance, zero-click presence).
• Partner with content and SEO strategists to identify high-opportunity keyword and topic clusters based on traffic, intent, and conversion data.
• Monitor the evolving impact of AI-generated search results on organic traffic patterns and proactively model scenario shifts for leadership.
• Online Listings Management
• Own the end-to-end management of Cetera’s online listings across Google Business Profile, Bing Places, and Apple Maps—serving as the primary point of accountability for listing accuracy, completeness, and ongoing optimization across all entities.
• Ensure all entity listings are verified, consistently structured, and optimized for local and branded search visibility—including business name, address, phone, hours, categories, descriptions, and media assets.
• Monitor listing performance metrics—including impressions, direction requests, click-to-call events, and profile views—and use data to drive iterative improvements that strengthen local and organic presence.
• Coordinate with field, compliance, and brand teams to manage listing updates at scale—establishing governance processes that keep entity information accurate as the advisor network and office locations evolve.