Responsibilities

• Own end-to-end analytics for cetera.com, monitoring site performance, traffic quality, and user behavior. Maintain GA4 tracking accuracy and build self-service dashboards for the digital team.
• Lead A/B and multivariate testing across key journeys. Develop an experimentation roadmap using behavioral data and partner with UX/content to implement improvements with measurable lift.
• Track SEO and AEO performance, including rankings, visibility, and AI-driven search signals. Build reporting frameworks and partner with content teams to identify high-impact opportunities.
• Oversee Google, Bing, and Apple listings, ensuring accuracy, consistency, and optimization. Monitor performance and manage updates at scale with cross-functional partners.
• Own measurement of advisor and consumer funnels, identifying drop-offs and optimization opportunities. Deliver segmentation, cohort insights, and forecasting to support growth strategies.
• Measure performance of AI-assisted content, define quality benchmarks, and use AI tools for faster insights, anomaly detection, and predictive planning.
• Map advisor journeys across digital touchpoints, identify friction, and recommend personalization strategies. Feed insights back into recruiting and digital experience improvements.

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• 7+ years of relevant experience.
• 5+ years of experience in digital analytics, growth analytics, or a related web-focused role.
• Expert-level GA4 proficiency, including implementation ownership and ongoing management in a complex digital environment.
• Demonstrated experience running a structured CRO or experimentation program, including test design, execution, and post-test analysis.
• Solid grounding in SEO performance measurement; working familiarity with AEO concepts and AI-influenced search dynamics.
• Experience building D2 or lead generation funnel analytics from the ground up.
• Strong data visualization and reporting skills—able to build dashboards and communicate performance to both technical and non-technical audiences.
• Comfortable operating as an embedded team member within a product or digital squad, not just as a centralized analytics resource.

Preferred

• Experience with behavioral analytics tools (Hotjar, FullStory, Microsoft Clarity, or equivalent).
• Hands-on experience with CRO platforms (Optimizely, VWO, Google Optimize successor, or equivalent).
• Working knowledge of SEO tools: Google Search Console, Semrush, Ahrefs, Screaming Frog, or equivalent.
• Familiarity with AI content performance measurement and AEO tracking methodologies.
• Experience with advisor, agent, or professional services marketplace journey analytics.
• Proficiency in SQL or Python for deeper data extraction and analysis.
• Background in financial services, fintech, or a regulated digital environment.
• Experience supporting a website modernization or platform migration from an analytics continuity perspective.