Improving Advisor Acquisition Through Smarter Segmentation & Demand Programs

Context
Atria Wealth Solutions is a national independent broker‑dealer serving financial professionals across multiple affiliated firms. When I joined, Marketing was generating activity but lacked the segmentation, qualification clarity, and operational consistency needed to support advisor recruiting at scale.

My Role
I led demand generation and partnered closely with Sales, Recruiting, and senior leadership to refine targeting, elevate content strategy, and improve the systems and workflows that shaped how advisors moved through the recruiting funnel.

What I Built
I improved segmentation and audience design to focus efforts on higher‑intent advisors, strengthened our paid and content programs, and rebuilt reporting to give Sales and leadership clearer visibility into lead quality and engagement. I also refined qualification criteria and improved routing workflows so high‑value advisors reached recruiters faster and with better context.

Impact
These changes increased the number of financial advisors entering Atria’s recruiting funnel by more than 20%, strengthened qualification clarity, and improved conversion across key campaigns. The improved segmentation, reporting, and shared operating rhythm helped Sales and Recruiting focus on higher‑intent prospects, making the recruiting engine more predictable, efficient, and aligned with growth goals.