Driving $21M in Influenced Pipeline Through Smarter Targeting & Operation

Context
Cetera is one of the largest independent broker‑dealers in the U.S., supporting thousands of financial professionals across multiple business lines. When I joined, Marketing and Sales were generating high lead volume but struggling with inconsistent qualification, unclear routing, and limited visibility into which programs were actually driving meaningful advisor pipeline.

My Role
I supported demand generation and marketing operations, partnering closely with Sales, Recruiting, and cross‑functional leaders to improve targeting, elevate content activation, and strengthen the systems that powered our inbound engine.

What I Built
I redesigned our nurture strategy to better identify and engage high‑intent advisors, improved CRM workflows to reduce routing delays, and optimized paid programs to focus on segments with stronger conversion potential. I also helped activate content more effectively across channels and created operational improvements that made our inbound efforts more consistent and measurable.

Impact
These improvements contributed more than $21M in influenced pipeline, driven by stronger segmentation, better nurture design, and more efficient routing of high‑intent leads. The updated workflows improved alignment between Marketing and Sales, increased the quality of advisor conversations, and gave leadership clearer visibility into which programs were moving the needle.